Marketing strategy of NESCAFÉ Alegria 510

Abstract

The organization to be studied for internship reports in Nestle Bangladesh Limited. In Bangladesh, Nestle has started its journey in 1994. I was appointed in Nestle Professional function of Nestle Bangladesh Limited as an intern. I got the opportunity to acquire a closer understanding to the sales and distribution process of Nestle Professional function. Nestle Professional is one of three sales wings of Nestle Bangladesh Limited. This function focus on out of home consumption but Sales and Nutrition function focus on in home consumption. Contribution of Nestle Professional is increasing day by day. Project 'Step Up' of Nestle Professional in Bangladesh includes out of home consumption solution. So we have \Demand Generation Team. to maintain aggressive selling and customer service of NESCAFE Alegria 510 machine. This is a whole new concept of coffee for our country which gives an ultimate international experience for the coffee lovers with the brand name of NESCAFE. The main purpose of this project is to fulfill the thirst of genuine coffee lovers. Step Up mainly focuses on the premium customers. This easy-to-use countertop coffee machine delivers authentic, quality cafe-style beverages at an affordable price. Its compact design and simple technology make it suitable for any location-just press the button to enjoy one of the five delicious beverages. Brewing one beverage at a time ensures the freshness of every cup. The Alegria 510 product starts with Nestle quality coffee beans and is further enhanced with finely ground roasted coffee called micro-grinds (4%). These coffee grind morsels ensure a coffee that is rich, aromatic, and full of flavor. DG (demand generator) team members along with interns visit the market to find out the potential customers and then they approach the customers to sell the machine. Lifetime servicing and 1 year replacement system makes it more attractive. Besides different branding policies like POP materials, activation programs and campaigns took place in this short time run of project 'Step Up'. Currently this project is working on online branding through Daraz.com. Also collaboration with different banks and renowned companies made this project acceptable to the higher end customers.