Introduction
Marketing has become one of the most important key factors for the success of many companies in the current world. Marketing is a strategy that has implemented globally and has proved to be beneficial for many companies in enabling them achieve their goals or objectives in a particular niche market. This strategy has enabled companies gain a competitive advantage in the market by ensuring that their products are well defined to the consumers. A good example of a company that has influenced consumer behavior through marketing is the Nestle Company. The company has tried to counter the high level of competition from other companies by ensuring that there is vigorous marketing for its products. This enabled it reach great heights in the coffee markets. Apart from marketing, the company has ensured that the quality of its products reach the required standards thereby meeting the expectations of the consumers.
Nestle Company has tried to influence its consumers’ behavior by initiating a series of strategies that have enabled it prosper in the global market. Some of these strategies have been effective and efficient in maintaining high sales and profit margins for the welfare of the company. One of the strategies that the Nespresso Company has implemented is the assurance of high quality products for its consumers. The fact that its products are of high quality has triggered a consumer purchasing behavior that has led to positive results being noted in the company performance.
Another way through which the company has tried to influence the behavior of the consumers is through the use of celebrities as a breakthrough to its marketing technique. In marketing, celebrities are used as figures of increasing the performance of a particular company because they mostly have a positive impact to the publics. George Clooney’s comments on what a good brand Nespresso is has enabled the company increase its sales in the market. Consumers feel privileged to purchase a product that is being consumed by celebrities and this is the reason behind the positive consumer behavior gained from George Clooney’s consumption of the product.
Research is an important drive towards conquering the market for a particular company. To get Nespresso back to the front line in the United States of America, the company would be forced to conduct a series of research activities. One of the most important research initiatives that would have to be performed would be analyzing the performance of rival companies in the same market. This would enable the company come up with effective measures of countering the level of competition. Joachim, Nespresso spokesman, says that to conquer the United States market, the brand would have to be distributed in most states in the country.
Another important research tactic that would enhance the company’s market performance would be investigating the market for counterfeits. There are many cases whereby companies have forwarded claims of sabotage through counterfeits. Many companies have been brought down by the market being flooded by counterfeits which tarnish the good image the company has had in a particular market. Nespresso has identified the existence of counterfeits in the market and this can be attributed to the vigorous research efforts that it has initiated in trying to improve its performance in the market.
Conclusion
Coffee companies have flooded the world market thereby implying that there is high competition in the market. This has prompted coffee companies to come up with ways of countering this competition lest they be driven out of the market. Research has revealed that Nespresso has tried to conquer the global markets by sealing loopholes that are left by other coffee companies. An example of the loopholes would be the maintenance of high standards for the products being offered to the consumers. Nespresso has tried to overcome this by maintaining high standards for its products to the consumers.
Reference:
Tagliabue J. Nespresso and Rivals Vie for Dominance in Coffee War
A Cup of Coffee, Enriched by Lifestyle
