An integrated marketing campaign on Nescafe 3in1
This is an Integrated Marketing Campaign for Nescafe 3in1 that aims to improve its competitiveness. Situational analysis concludes that Kopiko, one of its major competitors based in Indonesia, is becoming a serious threat because of its continuous and rapid growth in the local market for the past th...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | text |
| Language: | English |
| Published: |
Animo Repository
2010
|
| Subjects: | |
| Online Access: | https://animorepository.dlsu.edu.ph/etd_bachelors/18154 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Institution: | De La Salle University |
| Language: | English |
| Summary: | This is an Integrated Marketing Campaign for Nescafe 3in1 that aims to improve its competitiveness. Situational analysis concludes that Kopiko, one of its major competitors based in Indonesia, is becoming a serious threat because of its continuous and rapid growth in the local market for the past three years. This campaign seeks to address this competitive threat and arrest the growth of Kopiko by re-assessing Nescafe 3in1 target market and communicating the unique selling proposition of the product the strong Nescafe heritage and reputation. The media channels that will be used in this six-month campaign to communicate the new message are television, radio and out-of-home advertisements. |
|---|