Nestle Marketing Plan

1453 Words Mar 4th, 2012 6 Pages
Marketing Plan - Nescafé

Dictado, Louise
Lejano, Mark Albert
Basa, Carol Belle
Magnaye, Angelica

Current Marketing Situation Analysis

A. Industry Study

Nearly a hundred years after it first started operations in the country, Nestlé Philippines, Inc. (NPI) today is a robust and stable organization, proud of its role in bringing the best food and beverage throughout the stages of the Filipino consumers’ lives. The Company employs more than 3,200 men and women all over the country. It is now among the top companies in the entire Nestlé world, and is among the country’s Top 10 Corporations. Its products are No. 1 or strong No. 2 brands in their respective categories.
The Early Years. Although Nestlé products were already available in the
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And we are willing and capable to find solutions. One of our big advantages is our brand. Today, NESCAFÉ is the world’s leading coffee brand. With great heritage, size, expertise, people and passion come great responsibilities, but also the power to initiate change.

Our aim is that we meet the needs of the present without compromising the ability of future generations to meet their own needs.
Over the next five years (2011-15), we will double the amount of NESCAFÉ coffee bought directly from farmers and their associations, purchasing 180,000 tonnes of coffee from around 170,000 famers.

With the support of Rainforest Alliance and 4C, all directly purchased green coffee will be compliant with the internationally recognized 4C sustainability standards by 2015.
In addition, 90,000 tons of NESCAFÉ coffee will be sourced according to Rainforest Alliance (SAN) principles by 2020.
We will expand our technical assistance programs for farmers, providing advice on farming and post-harvest practices to over ten thousand coffee farmers per year.

We will also set up new microfinance schemes for coffee farmers and increase the number of community projects focused on education, public health and water supply.
We will distribute 220 million high-yielding, disease-resistant coffee plantlets to farmers by 2020,

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