MKT2CBE Consumer Behaviour - Assignment Solution

Introduction:

The report entails that how a campaign or an advertisement aims to change consumer behaviour through different market tactics. The advertisement is about Nescafe ‘instant connections’ which broadcasts how a simple market tactic changes the behavior of a consumer instantly. Consumer behaviour includes an analyzation of a collection of consumers' dersires, interests and wishes to buy a product (Borden, 1964 as cited in Hofmeister, p. 401, 2013). This campaign has targeted that population who has a large intake of coffee a day so it was easy for the enterprise to make their product seen by the masses. The report consists of different sections; the second section gives the explanation that how this campaign is relevant to consumer behaviour, the third section demonstrates the background of the industry which entails the company name, industry name, advertisement objectives, and major competitors, the fourth section entails the analysis of the segmentation variables and the last section includes references.

Selection and Justification:

The campaign which filmed the busy street of Berlin has hidden cameras on both sides of the road. The individual waiting on both sides of the street had to press the button which looked like an ordinary crossing button on which push together was written. The individuals standing on either side of the road had to press the button together at the same time and both were given a freshly brewed cup of Nescafe by the vending machines (Nestle, 2015). The advertisement by Nescafe mainly targets those citizens whose intake of coffee is a lot in comparison to different nations as well as it also relates to the changes in consumer behavior by disguising the pedestrian button with a vending machine. As people pushed the button together, they were rewarded with a cup of coffee and also could cross the street while socially connecting to the other person, people noticed their surroundings. Nestle has always made advertisements that will attract consumers in buying their products and this market tactic has always been successful. 

Product Type:

The product of the advertisement is a hot beverage, which is, consumed locally all around the world. Nescafe is a coffee brand that is commonly known. This comes in different flavours and types like instant coffee, Original 3 in 1, Nescafe gold, etc. The flavours include Mocca, vanilla, and latte (IBIS World Report, 2018).

General Appeals:

The actors in the advertisement were strangers and the brand wanted to show that through a cup of coffee strangers can become friends instantly. Through this technique, the brand received more than a million views on Facebook and over 85,000 on YouTube (Nestle, 2015). This campaign is worth analyzing because it is the perfect example of the change in consumer behavior, how a person’s behavior leads them to a product, the people in Berlin drink many cups of coffee a day so a free cup of coffee was the best way to start their day. 

Advertisement Background:

The Industry:

Nescafe is in the top tier of the coffee industry, the members of the Brazilian Coffee Institute sought nestle to find a way to conserve the vast coffee produce. After almost a decade the researcher found a way to produce a cup of coffee by adding water but preserving the quality of the coffee. Currently, over 5500 cups of Nescafe are consumed every second around the globe (Nestle, 2013) 

The Company:

Presently, Nescafe is a consumer product produced by Nestle. The Parent company of Nescafe came into being in 1866 when Anglo-Swiss Condensed Milk Company was founded. The founder, Henri Nestle innovated infant supplements in 1867. After a few years, in 1905 the company then merged with Anglo-Swiss which then formed the Nestle Group, after which the company grew and produced many consumer products that are used globally (Nestle, 2016). The total revenue recorded over the last five years of the group is 400.2 million dollars annually which is considered a 1.5% increase yearly (IBIS World, 2019).