Marketing Strategy for Launch of New Nestle Coffee

Question: Discuss about the Marketing Strategy for Launch of New Nestle Coffee. Answer: Nestle is the largest food manufacturer and marketer in the world and the owner of Nescafe. The company is famous for introducing innovative and healthier products, thus gaining support from governments and consumers. Nestle holds top position in the instant coffee segment and caters to a huge consumer base. This challenges the company adapt to the growing health consciousness among the people and introduce the right variants of coffee. The company is introducing a new series of traditional coffee in available in ready to drink fun packs (nestle.com.sg 2017). The fun packs of Nestle Nescafe traditional flavours are going to market in packages of red and orange. The red colour is associated with dynamism, excitement, passion and encourages appetite. Orange colour is bright and represents optimism and attracts buyers interest (Sulakatko 2014). Thus, the packaging of the fun packs will be red and orange to ensure that they easily attract the attention of the target consumer segment ranging from thirty to sixty five years old. Nestle should participate in the National Day Parade in Singapore to promote its new product. The company will get to interact with a large population of its consumer base on this day which will allow it to create good demand in the market. Nestle must introduce its innovative fun pack in Singapore and participate on the National Parade Day. The packages should be red and orange to attract maximum market penetration. References: https://www.nestle.com.sg. 2017. NESCAF White Coffee. [online] Available at: https://www.nestle.com.sg/brands/coffee/nescafe_white_coffee [Accessed 4 May 2017]. Sulakatko, S., 2014. Consumer behaviour and decision making processes: Case: AS TKM King.