nestleasingment.docx - Jared Kuntz Nestle Italy Assignment...

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Jared Kuntz Nestle Italy Assignment FIM 335 1.) Nestle is a 20 billion dollar revenue company with 160,000 employees. They were looking at ways to increase profits in italy and were deciding whether to penetrate further in their current target market or seek out new target groups. Instant coffee accounted for only 1 percent of total coffee consumption in country. Nestle wants to improve sales of nescafe instant coffee since there is a lot of opportunity for growth with changing consumer habits and people becoming more time stressed. They initially strategized to decrease price by 14 percent, which led to a short term increase in sales, but no long term increase in market share. Italy has different flavor Nescafe than other European countries to better accommodate Italian taste preferences. There marketing strategy was to perceive nescafe as a “real” instant coffee, due to doubts that a coffee so easily prepared could be authentic. Their advertisement’s aimed to this good taste and quality, while focusing it as a convenient product people in cities and the working class. 2.) Customers felt that espresso coffee was true coffee and Nescafe was not as strong, aromatic, or flavorful. They did agree that it was quicker, easier to handle, and still tasted pretty good. A focus group concluded that actual nescafe users were highly satisfied with the products flavor, taste and convenience, but did agree it was less stimulating than espresso. Non-users
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