PROMOTION OF NESCAFE

PROMOTION OF NESCAFE : 

cecos PROMOTION OF NESCAFE By:M.Junaid cecos university Peshawar

PROMOTION : 

PROMOTION Promotion is the last but not the least of the four factors of promotion it further consists of four elements called “Factors Of Promotion” Advertising Personal selling Sales promotion Publicity Collectively these four elements form the “Promotion Mix”

IMPORTANCE : 

IMPORTANCE Promotion play a very important role in boosting up a product image and creating demand for it in the market Without sufficient and appropriate promotion no product can become a SUCCESS.

Promotion : 

cecos Promotion The Nescafe is heavily promoted that’s why the image in the eyes of consumer is very high. The best selling coffee (infant cereal) brand. Its image is constantly boosted up through different promotional activities from time to time.

Elements used by Nescafe : 

Elements used by Nescafe From the elements of promotional-mix all the other three use for the promotion of Nescafe except personal selling. Advertisements. Sales promotion. Publicity

Promotional management : 

cecos Promotional management Nescafe have different brand managers for there different product at their head office in Lahore and they are busy in:- Making new ideas. Products. Promotional technique for there respective brands. bring some changes in Taste Design Features Quality packing

Slide 7: 

cecos The Nescafe brand mangers who generate develops and apply an idea for boosting up Nescafe. He/she then arranges the finances, selects the media to be used. Selects and then contacts the a advertising agency and initiates and launches the promotional campaign They have also got the “consumer services” and “medical delegates” departments at their every Regional Sales Office. They work for the publicity of the product.

Elements of promotion-mix : 

cecos Elements of promotion-mix Now, we will discuss one by one the 4 elements of promotion - mix that are used for promoting Nescafe by Nestlé. Advertising Personal Selling Sales-Promotion publicity

ADVERTISING : 

ADVERTISING Eye catch advertisements. Bill boards. TV adds. Posters. Use Every medium which convey their product massage.

Personal Selling : 

Personal Selling There is no “personal-selling” used in case of Nescafe because The product is of low unit value. They do not have their own chain of retail stores.

Sales-Promotion : 

cecos Sales-Promotion They promote the product heavily by implementing different schemes. Nescafe ’ is promoted by giving trade-discounts to distributors, profit-margins to whole sellers and retailers by sampling and promotion actives at schools, colleges etc. Nestlé sponsored “1st P.T.V. world awards show” at national level. and an "Arts Exhibition” in a local institute “The Institute of Fine-Arts, Peshawar” last week. They arranged stalls in all the women colleges of Peshawar.

publicity : 

cecos publicity They have there own medical delegates which keep check on the ingredients, nutritional-values, quality, etc These doctors and nutritionists arrange meetings, programmers, interviews, etc., with people and tell them about the high quality of Nescafe. If any laboratory, doctor, nutritionist, or any organization wants to test the product, they are always most welcome, because they know very well about the best quality of their products. Journalists are also welcomed to see such tests. In this way, Nescafe is publicized