Nestle Coffee in a young state
Source:plasticstodayAuthor:Humor Addtime:2018-02-24 14:54 Click:
Nestle coffee in a young state
Because of the popularity of young people, they regard coffee as a refreshing drink. In recent years, the consumption market of Chinese coffee has been growing at a rate of two digits every year. This allows Nestle coffee to find an opening to expand the market - to develop brand loyalty from young campus groups. How can a consumer in a strong tea culture country accept or even fall in love with coffee? This is the question that nestle coffee has been thinking every day since entering China.
A survey conducted by Nestle in 2011 showed that the annual average coffee consumption in Finland is 1400 cups per person, 700 in France, 360 in Singapore and Malaysia, while the average value in China is only 4 cups. The challenge is obvious. However, because of the popularity of young people, they regard coffee as a refreshing drink. In recent years, the consumption market of Chinese coffee has been growing at a rate of two digits every year. Among these people, high - income, high - educated young white-collar workers are the main body, while the most potential drinkers are student groups. This allows Nestle coffee to find an opening to expand the market - to develop brand loyalty from young campus groups.
In fact, since 2005, Nestle rival Maxwell's "college student sharing" ads have been appearing frequently on TV, and Nestle has been trying to communicate with young people. In 2011, Nestle coffee began to suggest that the brand - new brand of "dared" was far away; Mocha coffee was third in 12.4%. As of 2011, Nestle coffee has been the "favorite brand" of college students for six years. It looks like the Nestle coffee has been fruitful in communication with the campus crowd. However, how to get the "heart" of more young consumers? Nestle coffee still has a lot of things to do. "The only truly understand young consumers, know what kind of way through platform and communicate with them most effectively, and the desire to match up to." The guy confessed. That is to say, Nestle coffee must be deeply aware of the personality, preferences, attitudes and habits of the campus crowd. Nowadays, young people have their own characteristics and have their own unique opinions on things. Therefore, they cannot unilaterally inculcate brand information, but need to integrate brand spirit through the way they can accept.
In addition, a survey of more than 300 thousand young people from 85 countries and regions showed that the largest description of the post - 90s was "home". They enjoy the convenience of technology and social media, and used to communicate in the virtual space, but in reality is also eager to read, and invite influential among young people in Han Han do endorsements, continue to deepen the brand appeal in the younger age groups; in 2012, the continuation of mining on this idea, Nestle coffee the campus crowd, in addition to continue to participate in the beginning of 2009 the students involved in the creative contest, also held the theme music activities, micro film shooting, hope with young people love to communicate, to convey brand advocates the spirit of giving them.
The main task of Nestle coffee is to continuously strengthen communication with young consumers, and build a platform that can integrate existing consumers and potential consumers. According to a survey captured the campus crowd into the number 100 market research institutions in 2011 to do, most college students love coffee brand is Nestle coffee, the survey sample accounted for 61.5%; Maxwell ranked second, accounting for 18.2%, and Nestle coffee together, communicate feelings. Based on these two insights, Nestle coffee has determined the communication strategy with the campus crowd: to set up more bridges with their peers in the real world, and encourage them to be unconstrained, constantly looking for creativity, and fully developing the "dare" attitude. Nestle coffee "in Music Season" is an annual theme for college students to use music as a communication element.
It is reported that in this event, Nestle coffee has more than 5 million young consumers through the line and line.