Market strategy of Nestlé

10th August 2022, Wednesday 

It is very difficult to find any person in today's world who is not familiar with coffee. The whole day is not good at all if everyone from young to old or adults does not wake up in the morning and sip a cup of coffee. The caffeine found in tea is present in some amount in coffee which helps to wake me up and activates the body. Maybe because of such special quality, coffee is so appreciated all over the world. But you will be surprised to know that the various coffee brands available in the market did not have a very good start to their journey. Various coffee brands including Nestlé followed a great market strategy to promote coffee and its benefits to the general public.

After 1983, Nestlé Company first imported coffee into Japan. But their business in Japan initially went underground. Because Japanese people were used to cup of tea instead of coffee. That is, everyone from young to old used to drink tea because they did not like the taste of coffee. But the Nestlé company did not give up easily, one of their strategies was to initially analyze the need and quality of coffee among a small number of people. In the beginning, their target was to deliver coffee to at least 5 to 10 thousand people. But in this case they failed again and the people of Japan adopted tea.

But as the saying goes, if you can't do it once, try it a hundred times. The Nestlé company did exactly the same thing, they followed plan B. Their Plan B targeted young children. You could almost say they hypnotized little kids. But how?

It was very simple, people in Japan were used to drinking tea but little children didn't drink tea. But the little kids loved the lozenges a lot! The Nestlé company started making chocolates initially with loom coffee flavor which did not contain any caffeine i.e. decaffeinated chocolates.

You may still find coffee flavored chocolates in the neighborhood. Young children started to love chocolate and they grew up to get the taste of coffee by drinking coffee. Japan is currently the world's fourth largest importer of coffee. It can be said that now every person in every house in Japan is used to drinking coffee.

Maggi Noodles i.e. noodles companies followed the same market strategy. Maggi is one of the most preferred brands among noodle companies. Their journey was also not very smooth, so they had to follow different statuses. Like everyone else, the strategy they followed to promote their products was advertising. But do you know where is the similarity between Nestle Company and Maggi Noodles? Both companies targeted children.

Naturally, all children love to go to school, but earlier, due to the long school hours, it was easy for children to get hungry. So tiffin time was arranged in the middle of class for hungry children so that they could concentrate on their studies. But a lot of time was spent in arranging tiffin for the children every day. To reduce this tiffin making time, Maggi Noodles started advertising tiffin making in just 2 minutes. This makes it more appealing to all the parents which helps make Maggi Noodles a favorite in everyone's diet overnight.

Thank you