Marketing campaigns and activities of Nescafe and Coffee Mate

Abstract

This internship report has the study of the organization Nestlé Bangladesh Limited. Nestlé started its journey in Bangladesh in 1994. I was privileged to get appointed in the Marketing function of Nestlé Bangladesh Limited. This has given the opportunity to acquire a closer understanding of the marketing process and the activities of NESCAFE and COFFEE MATE. Nestlé Bangladesh Limited has five categories of Brand in their portfolio. The categories are Dairy, Food, Beverages, Breakfast Cereals and Nestlé Professional. NESCAFE and COFFEE MATE are in the beverages category. The objective of the marketing function is to keep consumers engaged, updated and cared for focusing in almost all channels of marketing to be as consumer centric as possible. It comprises of three key players: Business (Brand Team), Category Channel and Sales Development (CCSD) team and Field Sales Team (FST). The marketing team is responsible for planning and developing campaigns, promotional activities in all available channels aligned with sales force in order to penetrate market and help reach sales KPI’s. The main purpose of this report is to analyze the marketing activities put forward to develop brand value in a market still in growth period. The report contains some marketing activities that I have personally experienced. It contains results, channels used and the purpose of the marketing campaigns and activities.