The Theory of Green Marketing

The Theory of Green Marketing 0
Title: The Theory of Green Marketing
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The Theory of Green Marketing 1
Executive Summary
This project summarizes an introduction on Nescafe and identification of brand priority audience
and psychographic profiles have been given. Green Marketing strategy and analysis have been
conducted. Strategic sustainability recommendations have been given. An overview on learning
reflection has been given followed by the conclusion.

The Theory of Green Marketing 2
Contents
Introduction......................................................................................................................................3
Identify Brand Priority Audience and Psychographic Profile.........................................................3
Green Marketing Strategy Critique and Analysis............................................................................5
Strategic Sustainability Recommendations.....................................................................................8
Learning Reflection.......................................................................................................................10
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

The Theory of Green Marketing 3
Introduction
The present era has changed a lot and urban people needs more forms of consumable
goods. By 2050, there will be a rapid transition from rural areas to urban areas. Satisfying the
need of ultimate consumers is possible through agricultural goods and environmentally
sustainable production systems. Along with traditional products available in the market,
NESCAFE from Nestle Corp. Ltd is a beverage which lowers down the anxiety levels. This
product Nescafe was launched into the market with an aim of creating sustainability and making
contributions towards the social and economic status of the society. The coffee management
services are undertaken by the coffee farmers and target for the betterment of society at large.
Identify Brand Priority Audience and Psychographic Profile
Nescafe is the prominent brand of Swiss giant Nestle and its name has been derived from the
Nestle and Café. This coffee was originated in Brazil and popular in more than 180 countries.
The Nescafe brand promises its customers with fresh start and great coffee. This brand is a
motivation and inspiration for the target market that will belong above than 16 years of age.
Today, its target market has get 100 percent natural instance coffee. Its specific objectives
include (Piehler, Schade & Burmann, 2018)-
1. Understanding the Nescafe Coffee Completely
2. To identify the market segmentation, target market and positioning strategies.
Market segmentation refers to the division of a market into small groups who have
distinct needs, behavior or characteristics. Nescafe had been targeted to the morning people.
Global campaigns have been launched in the marketplaces which aim at 16 to 25 years of age
group (Tufekci, 2014).