An integrated marketing campaign on Coffee-Mate by Nestle

• Main Authors: Lee, Jerica Lois T., Maguad, Johmyll A., Ong, Mae Katherine R., Pagcaliwagan, Gabriel R.
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18081
• Institution: De La Salle University

Taking its cue from the emergence and the ensuing success of the coffee industry in the Philippines, Coffee-Mate, the foremost non-dairy coffee whitener in the country, has established itself not only as the pioneer but also the locally leading coffee whitener brand since 1985. Nestle introduced to the Filipinos the idea of whitening coffee with coffee whitener instead of the then custom of using milk to whiten their coffee. With this strategy, Nestle established a new convention and generated demand from a previously nonexistent market of coffee whitener users ultimately positioning Coffee-Mate as coffee's perfect mate. With coffee drinking as a deeply engraved practice in the Filipino culture, Coffee-Mate has, since its beginnings, targeted all coffee drinkers in general. Having an all-compassing campaign has, through the years, proven to be an effective strategy for Coffee-Mate, but the brands constant search for expansion and proactive handling of impending threats have now brought Nestle to the conclusion that there is an inevitable necessity to target a narrower and more defined market. This campaign therefore aims to develop an integrated marketing strategy designed for a market segment that is not yet fully targeted by Coffee-Mate. Through research, it was observed that the youth segment, aged 17 to 22 years old from the AB and C1 social classes, is a promising market fragment yet to be tapped by the coffee whitener industry. This segment aspires for individualism and personalization. Taking into consideration their lifestyle, perspectives, and behaviors, the campaign will reflect a youthful Coffee-Mate image that is both encouraging and empowering the market to express what they want.