Nescau Marketing

Marketing Assignment #1

Team: Cleubio almeida, igor lacerdino, kalle sulin, Wellinton Matos,

THE PRODUCT Our chosen product is a cocoa powder that is really usual and reliable in Brazil. The brand is called Nescau, and it belongs to Nestlé.  The proposal is to bring Nescau to Hungary and see how Hungarians would like it.

Nescau is a genuine Brazilian Cocoa Powder Brand and it’s market leader since 1992.

PRODUCT APPROACHES Group Non-durable cosumer product

Utility It is more Symbolic, not everybody buys and it doesn’t bring any value, but kind describe the user.

Nescau is 100% Product.

Quality Subjective, it is a product whether the price rises up some people would stop buying but not everybody. For some people, having this product in their breakfast or in a snack is important

APPROACH OF THE PRODUCT ‘ONION’     T     C     U     D     O     R     P     E     R     O     C

Usually satisfies the needs of the customers. If somebody wants a cocoa powder to make cakes or to put into milk they usually believe that Nescau is the best solution or at least that is going to meet the expectations.

 The brand is already synonym of quality and it even creates other products based in the success of the traditional product. Is considered the best cocoa powder by many people, have great competitors in the market, but everybody relies in the brand.

 O P   B  R   J   E   O  C   D T   U  I    C  F  I   T  E   D

DESIGN  The product itself doesn't really have a design, it only have to be a powder and be brown as any cocoa powder we find in the market.

PACKING  The main product of the brand, the chocolate powder, has 2 different packages, the mos traditional and the one that is called "2.0". This last one has more vitamins than the first one. Both packages have the red color as background and uses the Nescau name in blue with a yellow lightning behind, but in addition the package of the 2.0 is twisted and gives a different looks to the product.

BRAND Is easy to recognize because of its big yellow lightning and the name Nescau in blue attached on a vivid red background. In Brazil everybody knows the brand with a glance. The facebook page of Nescau has more than 1,9 Million likes.

PRODUCT LIFE CYCLE Nescau was launched in the Brazilian market in 1932, and was only in 1960 that it reached the peak but from there to ahead was mostly successes, so we can say that the lifecycle curve for this brand is the ideal life cycle.

SALES VOLUME

 TIME IDEAL LIFE CURVE

POSSIBLE TARGET GROUP Athletes, infants, juveniles, people who like milk mixed with chocolate powder.

REFERENCES http://www.nestle.com.br/site/marcas/nescau.aspx http://amigonerd.net/humanas/administracao/ciclo-de-vida-de-um-produto

Product Launching Research - Nescau Cocoa Powder Nescau (http://bit.ly/1sprKfu) is a delicious and nutritious chocolate beverage prepared from cocoa powder, blended with milk. In the 60s gained a better solubility and adding important vitamins for your day-to-day. In 70 years, received new formulation was relaunched as Super Nescau becoming since then the market leader in Brazil. At that time he was born the slogan "Energy that gives taste." The success of Nescau has generated other products, all with their delicious taste. Such a delicious product can't be placed in just few places, and we are sure that Nescau has a lot of differences when the subject is flavor. To help us on the process of lauching this new product in Hungary, please answer this quick questionaire. It won't take more than 5 minutes.

The questionaire is placed on the link:

http://bit.ly/1hXb7Ds

The three hypothesizes that the questionaire involves are: How people that doen’t drink milk are interested on the cocoa Powder Nescau. How much people think is a fair price for our product.  The age group of people that are interested in cocoa powder.

Research Result Analisys What is your gender?

Do you like to drink milk?

43%

57%

13%

No

Are Male

Yes

87%

Are Female

How old are you? 90%

How much do you think is  a fair price for a Cocoa Powder with good quality? (Considering a can with 400g)

     %      8      7

     %      2      2

2% 0% Untill 12 years old

0% From 13 to 18 years old

     % 0

0% From 19 to 25 years old

From 26 to 40 years old

Over 40 years old

From 501 FT to 1000 FT

To see all the results of this research, please clink on the link bellow:

http://bit.ly/1g4dMak 

500 FT

From 1000 FT to 1300 FT