Marketing Strategy of Nescafe for Latte Coffee in Australia

Consumer Behavior and
Marketing Psychology
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Executive Summary
The report analyzed the current marketing strategy of Nescafe in the context of latte coffee in
Australia. It also evaluated the marketing communication mix of the coffee company. Three
strategic recommendations have been provided to bring more improvements in the current
marketing strategy of Nescafe in the context of latte coffee. Differentiated marketing strategy is
followed by Nescafe, where it can cater to all the segments of the Australian market. This
strategy helps the coffee company to capture high market shares and provide value to its
customers. Nescafe has positioned itself as the top latte coffee company in Australia.

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Table of Contents
Overview of Selected Product.....................................................................................................................3
Critical Analysis............................................................................................................................................3
Strategic Recommendations........................................................................................................................6
References...................................................................................................................................................8