Download pdf
Research on Innovation in Nescafe's Marketing Strategy
- 1 Hangzhou New Channel School
* Author to whom correspondence should be addressed.
Abstract
Coffee has become one of the world's most famous beverages, and more engineers are edging towards designing more coffee products. The high demand has attracted more people to build their own coffee brands, which makes the competition in the coffee industry more intense. Despite such fierce competition, Nescafe is earning high revenues. This paper will discuss the innovation in the marketing strategy of Nescafe. Firstly, through the website search, we have analyzed the characteristics of most coffee types, and the comparison can highlight the advantages of the coffee types introduced by Nescafe. Secondly, based on the information collected from some articles, more about the marketing model of different coffee shops is unearthed. However, when compared to traditional online and offline marketing of coffee shops, Nescafe's innovative marketing strategy is superior. In conclusion, the high revenue gained by Nescafe is attributed to mainly two reasons, product design innovation, and marketing strategy innovation. Also these two innovation can be conclude as disruptive innovation.
Keywords
Nescafe, innovation, marketing strategy, disruptive innovation
[1]. BizVibe https://blog.bizvibe.com/blog/top-10-coffee-brands 2020
[2]. Kurt Matzler Franz Bailom Stephan Friedrich von den Eichen Thomas Kohler, “Business model innovation: coffee triumphs for Nespresso ” Journal of business strategy.
[3]. Constantinos Markides “Disruptive Innovation: In Need of Better Theory” the journal of product innovation management 2006
[4]. Porter, M. (1996), ‘‘What is strategy?’’, Harvard Business Review, November-December, pp. 61-78.
[5]. McGrath, R.G. (2011), ‘‘When your business model is in trouble’’, Harvard Business Review, January-February, pp. 96-8.
[6]. Kurt Matzler Franz Bailom Stephan Friedrich von den Eichen Thomas Kohler, “Business model innovation: coffee triumphs for Nespresso ” Journal of business strategy.2013
[7]. Kurt Matzler Franz Bailom Stephan Friedrich von den Eichen Thomas Kohler, “Business model innovation: coffee triumphs for Nespresso ” Journal of business strategy.2013
[8]. Constantinos Markides “Disruptive Innovation: In Need of Better Theory” the journal of product innovation management 2006
[9]. Yu Dan, Hang Chang Chieh “A Reflective Review of Disruptive Innovation Theory” 2008
[10]. Constantinos Markides “Disruptive Innovation: In Need of Better Theory” the journal of product innovation management 2006
[11]. Schmidt G. M; “Low-end and High-end encroachment strategies for new products”, International Journal of Innovation Management, vol 8, no. 2, pp.167-191, 2004.
[12]. Constantinos Markides “Disruptive Innovation: In Need of Better Theory” the journal of product innovation management 2006
[13]. Paap J. and R. Katz; “Anticipating disruptive Innovation”, Research Technology management, vol 47, iss. 5, pp.13-22, 2004.
Cite this article
Jin,H. (2023). Research on Innovation in Nescafe's Marketing Strategy. Advances in Economics, Management and Political Sciences,22,241-245.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).