雀巢品牌全球化.ppt

18-30 years old, for advertising kindness, pay attention to popular new trend, wants to be with a unique style. 30-45 years old is in the majority, willing to sacrifice the leisure time to earn money, like foreign products. Age concentrated in 25-35, do not want to be unique style. Less affected by advertising, brand loyalty is low. The consumer segment: mass type Brand type Conservative type Youth type strong-minded type 35-45 years old are in the majority, dont pay attention to romantic, also do not focus on the popular new trend. Age concentrated in 25-35, focusing on brand consumption. They care family and working ,but their rest regularity is poor. There are many factory in the worldThere are many products 广告分析 First stage 1930s, instant coffee just invented. Nescafe advertising emphasized the convenience it can bring to people, but it seem too lazy by housewives. So it failed. By the times, women position raised, instant coffee werent seem lazy anymore, and Nescafe became the greatest instant coffee at that time. 。 Advertise on Nescafe × ← → 广告分析 The advertisement changed the focus into products quality: purity, good taste and rich aroma. Nescafe - the real coffee is Nescafes slogan in 1950s. Second Stage × ← → 广告分析 Advertisements changed into a lifestyle guide, closely related to the lifestyle of the young people. Third Stage × ← → 生活的优雅 恋人的甜蜜 工作的轻松 日子的享受 Micro Blog Nescafe Advertisement in China It tastes good “Great start of a day Nestle coffee sales strategy Our great target is to capture market Our effective means is that taking low profits to capture a big Market through Our perfect sales network High sales but low profits As a multinational company, for over 130 years, Nestle Company haves high sales always, but its profit is low. Its Average annual profit accounts for sales only 1% -1.5%. In fact, Nestle always insists on the management policy small profits and quick turnover to get a high sales. Nestle shareholders Why N