Coffee is the second largest consumable beverage in the world

Nescaf is a brand of instant coffee made by Nestl. It comes in the form of many different products. The name is a portmanteau of the words "Nestl" and "caf". Nestl's agship powdered coffee product was introduced in Switzerland on April 1, 1938 after being developed for seven years by Max Morgenthaler. In a country which has yet to improve its economy, consumers are likely to look

for products that are affordable. Nescafe, an instant coffee brand, has long provided Filipinos of cheap but satisfying coffee.

Six months ago, Nescafe launched its new product, Nescafe 3 in 1: Strong n Rich. The product proves that Nescafe as a brand is exible for which it caters to the specic needs of consumers. The brand has a relatively higher caffeine content which the tagline, Tapang? Eto try niyo. complements. The current product endorser is Arnel Pineda which is a Filipino singer-songwriter.

The Print Advertisement: A Brief Description

Information source and a reminder to the buyers

Nescafe 3 in 1: Strong n Rich only has one available print advertisement which, as always, consists of the iconic red Nescafe mug. The Nescafe 3 in 1: Strong n Rich print advertisement consists of deeper colors, (black and deep red, the color black is usually used to represent richness, hence expresses the rich avor factor of the product, and the color red helps identify the products brand, being that red is the signature color of Nescafe) as compared to other Nescafe 3 in 1 variants to depict the impression of strength.

Marketing Mix
(The 4 Ps of Marketing) Marketing decisions generally fall into the following four controllable categories:

Product Price Place (distribution) Promotion

The term marketing mix became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940s after James Culliton had described the marketing manager as a mixer of ingredients. The ingredients in Bordens marketing mix included product planning, pricing, branding, distribution channels, personal selling,

advertising, promotions, packaging, display, servicing, physical handling, and fact xing and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 Ps of marketing. These four Ps are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four Ps on the customers in the target market in order to create perceived value and generate a positive response.

A. Dening the Product as derived from the Print Advertisement

Class: Beverage Category: Coffee Brand: Nescafe Variant: Strong n Rich Coffee is the second most consumed beverage in the world, it is mass produced, mass distributed, cheap and accessible hence, making Nescafe 3 in 1: Strong n Rich a consumer convenience good. The product is advertised and presented in a darker shade (dominantly black with deep red accents) of colors compared to other variants like the Nescafe 3 in 1: Original which is presented in a lighter color (dominantly bright red with black accents) and Nescafe 3 in 1: Brown and Creamy which is presented in even lighter colors (dominantly brown). The colors of their print advertisements strongly depict and distinguish them as an individual product. As for the case of Nescafe 3 in 1: Strong n Rich, deeper and darker shades show the strength of the coffee as known, the darker the color of the coffee , the stronger the taste it delivers. See photo 1.0 for representation.

1.0

B. Derivation of Placement and Pricing from Print Advertisement

Place decisions are those related to distribution channels that serve as the

method for attracting the target customers towards the product. Functions such as transactional, logistical, and facilitating are performed through the distribution system.

The transactional function includes adding value to the distribution channel through leading the intermediarys resources to institute the market linkages and customer contacts. The intermediary either directly takes on the marketing and sales function or helps establish relationships between the buyer and seller by means of serving as a connection between the manufacturer and the retailer. However, physical distribution of goods is involved in the logistical function. It requires sorting and storming supplies at its respective locations with the reach of the end customer. The bulk production of the manufacturer breaks up into smaller portions and may include the transportation of smaller shipments to intermediaries or retailers further down the channel of distribution.

On the other hand, facilitating functions enhance the entire marketing ow of

the product through nancially supporting the marketing chain by investing in storage capabilities.

'Place' is concerned with different methods of transporting and storing goods, and then making them available for the prospective customers. The distribution system implicates getting the right product to the right place at the right time. The choice of distribution method will depend on a variety of circumstances. For Nescafe 3 in 1: Strong n Rich, it is apparent that the product is specically marketed and distributed in the Philippines. As noticed, the language used in the print advertisement is Filipino for better communication among the majority of the population of consumers. Also, since it is endorsed by a Filipino singer - songwriter, Arnel Pineda. Regardless of the price included or not in the print ad, being said that Nescafe 3 in 1: Strong n Rich is a consumer convenience good, it is expected that it will be priced affordably. From here, we can also conclude that the product is expected to be distributed widely, from supermarkets to convenience stores and to even smaller independent enterprises. Although, being at its introductory stage, it is still not as widely distributed compared to the other Nescafe 3 in 1 variants.

C. Products Promotion

Various characteristics of marketing communication are represented in the context of the marketing mix through promotion. This aims to impart information to the market about the goods availability then later on it would increase the consumers primary demand for the product, differentiating it among the others and

entitling the rm their control over marketing variables. After that it would lead to emphasizing the products value, clarifying its greater ownership utility to buyers and justifying a higher price. Frequently, promotion also intends to stabilize its sales from its variations resulting from sales uctuations. In order to achieve these promotional objectives it is vital to blend personal selling and non-personal selling towards prospective buyers. Mainly, it features the communication of information regarding the product and its goal of creating a positive customer response.

Marketing communication decisions as represented by promotion includes

several elements: promotional strategy, advertising, personal selling & sales force, sales promotions, public relations & publicity, and marketing communications budget.

There are two main kinds of promotional strategy push and pull. The push promotional strategy utilizes a companys sales force and trade promotion activities in order to generate consumer demand for a product. This strategy attempts to sell directly to the consumer disregarding other distribution channels. On the other hand, the pull selling strategy entails high expenses on advertising and consumer promotion to build up consumer demand for a product. If this strategy succeeds, consumers will inquire about the product to their respective distribution channels to the producers.

Advertising is a paid, effective way of non-personal communication through

different media by a business rm, nonprot organization, or individual constructed and presented in a creative way. Despite of its diversity on how numerous people

communicate and learn in different ways it identies in the message with the hope of successfully informing or persuading members of a particular audience.

As one of the oldest forms of promotion, personal selling initially focuses on developing a relationship with the prospective buyer, but will always end with an attempt to close the sale. It involves the usage of sales force to support its promotional strategies.

Sales promotions includes marketing activities that motivates consumer

purchasing. These marketing activities such as trade shows, coupons, premiums, displays, product demonstrations, contests, etc. illustrates nonrecurrent selling efforts for the promotion of the product.

Literally, public relation pertains to the rms communications and relationships with the public. Through this relationship the rm could easily stimulate the buyers demand for the product by unpaid placement of commercially signicant news of favorable media presentations.

Marketing communications budget is developed as a vital part in nalizing

your overall marketing budget for the year. It provides a formal process for planning, tracking and measuring the impact of your expenditures on marketing communications for its further improvements.

An example of Nescafe 3 in 1: Strong n Rich promotion through their print ads as decided on their marketing communication could be seen inside your typical

grocery store vertically attached by the shelves along the aisle for instant coffee and the likes. It is a dark print ad mostly with colors black and red which also serves as a mini vertical billboard presented with a picture of the product, the product name, its endorser, and a simple tagline.

Among the promotion mix elements, the only aspect that could possibly be

used and presented through that print ad was advertising. It denitely did not provide product samples such as free tastes or even tiny freebies. Sales or trade promos were not indicated either. On direct marketing, it also did not promote public relations among the buyers, there were no personal sellers around, no events nor advocacy. It only aimed for a straightforward advertisement, nothing else.

There are eleven advertising execution styles, namely: Slice of Life, Lifestyle, Scientic Evidence, Technical Expertise, Mood, Musical, Endorsements, Testimonials, Personality or Symbol, Humor, and Fantasy. Among these choices they simply decided to hire an endorser. For endorsements, you opt to get a credible celebrity to promote your product to the public through media. For Nescafe 3 in 1: Strong n Rich, Arnel Pineda, a Filipino singer-songwriter rocker from the 80s, was chosen to endorse the product. Based on his career and age range of his fans from his generation, their choice of endorser made sense. Probably they were targeting adults ranging around the time zone of Arnel Pinedas peak as a celebrity since they would be more affected and could relate more to the endorser. Out of all the celebrities, singers, actors during the 80s, they chose a rock singer like Arnel Pineda for it gives you that impression of strength and richness as inuenced by the nature of rock

music to the caffeine strength and richness of avor of the product.

Given that Nescafe 3 in 1: Strong n Rich was only recently released six months ago as a different product among the Nescafe 3 in 1 instant coffees, it obviously belongs to the introductory stage in the advertising life cycle stage. At this stage their main message is Were here!. They aspire to be known in the public and mark their sport in the market. They introduce their product: its name, its features, etc. Six months after its launching they have informed the public about them and some of the people have already compared it with other avors/products.

Print Advertisement: Analysis

Price can be roughly determined just by looking at the print advertisement because of the sample sachet photo on the lower left corner of the print advertisement, products packaged in single-serve sachet are usually affordable. Also, the singular message of the print advertisement which is strength" is clearly

delivered because of the genres of art used, which is medieval (this genre is said to be the dark way of being romantic) and classical (one at a time).

Dark and deep colors, (specically black and red, black is used to represent richness and red, in this case is mainly used to distinguish the product as a brand of Nescafe, being that red is the signature color of the said coffee brand. But red is also commonly used to represent food for which it is an appetite stimulant), coupled with the tagline Tapang? Eto try niyo which clearly gives out a subtle alienating twist because it delivers powerful messages. Firstly, it encourages prospective consumers to go beyond their capacity in regards to coffee strength and avor intensity (in this

case, bitterness). Secondly, the tag line itself will make prospective consumers rather curious as to what the product might taste like. And thirdly, it questions the prospective consumers strength, making the product give out the impression of too strong to handle, and with these implied messages it will encourage the buyer into trying the product. Also, colors used and the chosen endorser states the target market, deep and dark colors, especially black does not appeal to the young generations and Arnel Pineda, despite the wide diverse fan base is dominantly appreciated by older generations.

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