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Nescafe conducted research to identify integrated marketing communication tools that greatly impact consumer perception. They analyzed how advertising, public relations, social media, promotions, and other tactics influence how consumers view the Nescafe brand. The study aimed to determine the most effective approaches to enhance consumer opinions of Nescafe.
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Bibiliogrphy
This document lists 15 sources used for research on integrated marketing communications, marketing management, and marketing research. The sources include books, websites, brochures, and interviews with marketing professionals from companies like Unitrend Limited and Nestle Bangladesh.
Appendix
This document contains a 15 question survey measuring the implications of integrated marketing communications for the Nescafe brand. Respondents are asked to rate on a 5 point scale the degree to which various advertising tools like television commercials, billboards, magazines, newspapers, online promotions, and personal selling influence them regarding Nescafe. It also asks them to assess Nescafe's advertising effectiveness and need to modify its marketing approach or media selection.
Content
This document provides a table of contents for a study on the marketing strategy and tools of Nescafe coffee. The table of contents outlines 18 sections, including the introduction, purpose and background of the study, literature review, methodology, a brief history of Nestle, Nescafe's marketing strategy and mix, advertising tools used, snapshots of advertising, analysis of tools to measure consumer perception, key findings from statistical analysis, recommendations, and conclusion.
Report
The document discusses the integrated marketing communications (IMC) program and advertising tools of Nescafe in Bangladesh. Some key points:
1) Nescafe is a popular global coffee brand owned by Nestle that uses IMC to promote brand retention and sales through various advertising channels.
2) A study was conducted among Nescafe consumers in Bangladesh to identify the most effective advertising tools in influencing customer perception as part of Nescafe's IMC strategy.
3) Quantitative research including surveys and regression analysis found that television commercials, online promotion, and radio had the strongest impact on customers' awareness of Nescafe's IMC program.
Acronyms
This document provides definitions for common marketing and business acronyms, including IMC for Integrated Marketing Communication, POP for Point of Purchase, TVC for Television Commercial, CRM for Customer Relationship Management, AD for Advertisement, and LTD for Limited.
Summary
Nescafe is the most trusted brand of Nestle known for its popularity, revenue generation, and brand retention among mass consumers. The thesis examines Nescafe's advertising techniques through a survey of coffee drinkers and analyzes the brand's use of integrated marketing communication strategies to fascinate consumers through mass customization and product messaging. The report identifies Nescafe's marketing activities and how its communication strategy aims to maximize outcomes in the marketplace by keeping consumers as the focal point.
Content
This document provides a table of contents for a study on the marketing strategy and tools of Nescafe coffee. The table of contents outlines 18 sections that will be covered in the study, including the purpose, background, literature review, methodology, a history of Nestle, Nescafe's marketing strategy and mix, advertising tools used, snapshots of advertisements, analysis of tools to measure consumer perception, key findings from statistical analysis, recommendations, and a conclusion.
Bibiliogrphy
This document provides a bibliography of 15 references used for research. The references include books on integrated marketing communications, marketing research, and marketing management, as well as brochures, websites and interviews with marketing professionals from companies like Unitrend and Nestle Bangladesh.
RMG of Bangladesh
The ready made garment industry in Bangladesh started contributing significantly to the economy in the late 1970s and has since grown at a rate of around 22% per year. It now accounts for 13% of Bangladesh's GDP and employs over 1.5 million workers, most of whom are women. While the industry has brought economic opportunities, it faces challenges such as inadequate infrastructure, high raw material costs, and political instability that could threaten its continued growth.
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Bibiliogrphy
This document lists 15 sources used for research on integrated marketing communications, marketing management, and marketing research. The sources include books, websites, brochures, and interviews with marketing professionals from companies like Unitrend Limited and Nestle Bangladesh.
Appendix
This document contains a 15 question survey measuring the implications of integrated marketing communications for the Nescafe brand. Respondents are asked to rate on a 5 point scale the degree to which various advertising tools like television commercials, billboards, magazines, newspapers, online promotions, and personal selling influence them regarding Nescafe. It also asks them to assess Nescafe's advertising effectiveness and need to modify its marketing approach or media selection.
Content
This document provides a table of contents for a study on the marketing strategy and tools of Nescafe coffee. The table of contents outlines 18 sections, including the introduction, purpose and background of the study, literature review, methodology, a brief history of Nestle, Nescafe's marketing strategy and mix, advertising tools used, snapshots of advertising, analysis of tools to measure consumer perception, key findings from statistical analysis, recommendations, and conclusion.
Report
The document discusses the integrated marketing communications (IMC) program and advertising tools of Nescafe in Bangladesh. Some key points:
1) Nescafe is a popular global coffee brand owned by Nestle that uses IMC to promote brand retention and sales through various advertising channels.
2) A study was conducted among Nescafe consumers in Bangladesh to identify the most effective advertising tools in influencing customer perception as part of Nescafe's IMC strategy.
3) Quantitative research including surveys and regression analysis found that television commercials, online promotion, and radio had the strongest impact on customers' awareness of Nescafe's IMC program.
Acronyms
This document provides definitions for common marketing and business acronyms, including IMC for Integrated Marketing Communication, POP for Point of Purchase, TVC for Television Commercial, CRM for Customer Relationship Management, AD for Advertisement, and LTD for Limited.
Summary
Nescafe is the most trusted brand of Nestle known for its popularity, revenue generation, and brand retention among mass consumers. The thesis examines Nescafe's advertising techniques through a survey of coffee drinkers and analyzes the brand's use of integrated marketing communication strategies to fascinate consumers through mass customization and product messaging. The report identifies Nescafe's marketing activities and how its communication strategy aims to maximize outcomes in the marketplace by keeping consumers as the focal point.
Content
This document provides a table of contents for a study on the marketing strategy and tools of Nescafe coffee. The table of contents outlines 18 sections that will be covered in the study, including the purpose, background, literature review, methodology, a history of Nestle, Nescafe's marketing strategy and mix, advertising tools used, snapshots of advertisements, analysis of tools to measure consumer perception, key findings from statistical analysis, recommendations, and a conclusion.
Bibiliogrphy
This document provides a bibliography of 15 references used for research. The references include books on integrated marketing communications, marketing research, and marketing management, as well as brochures, websites and interviews with marketing professionals from companies like Unitrend and Nestle Bangladesh.
RMG of Bangladesh
The ready made garment industry in Bangladesh started contributing significantly to the economy in the late 1970s and has since grown at a rate of around 22% per year. It now accounts for 13% of Bangladesh's GDP and employs over 1.5 million workers, most of whom are women. While the industry has brought economic opportunities, it faces challenges such as inadequate infrastructure, high raw material costs, and political instability that could threaten its continued growth.
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- 1. Identifying IMC tools which greatly affect the Consumer Perception of Nescafe