Nesquik - 921 Words

NESQUIK THE PROBLEM When Nestle introduced Nesquik Ready to Drink (RTD), it faced considerable challenges. The Nesquik RTD product was the latest entry into a competitive market vying for acceptance by perhaps the most difficult target to reach, males 12-24, a target that is always â€Å"on the go.† And even more daunting, Nesquik’s two major competitors historically outspent the brand in annual media expenditures. SOLUTION Devise an innovative media plan to overcome these challenges while leveraging the portability of the Nesquik RTD product to the mobile, male 12-24 market. Outdoor was considered an excellent medium to reach this â€Å"on the go† target. When we set out to launch our new plastic bottle we had the challenge of not only reaching†¦show more content†¦Objective: The primary objective was to generate awareness and interest in Nesquik RTD among the target audience, ultimately leading to increased volume and share for the brand. In particular, recognizing that Nesquik RTD is primarily an impulse purchase, the media plan sought to maximize impressions close to the purchase decision. Strategy: Universal McCann was assigned the task of designing an innovative media plan to overcome the challenges faced by Nesquik RTD. To accomplish this the agency focused on the peripatetic behavior and lifestyle of males 12-24 and sought out the appropriate media to reach this target. The overriding goal of the media plan was to leverage the mobility of the target with the portability of Nesquik RTD. Plan Details: Outdoor served as the anchor of the media plan. Emphasis was placed on outdoor because it provided the strong visual comm unication necessary to promote the unique packaging of Nesquik RTD. Outdoor also offered ideal placement opportunities to intercept and match the lifestyle of the target audience. A wide variety of outdoor products were used based on availability within each market. Spot radio was used to support the outdoor plan in all markets and to help create buzz about the product. The product rolled out in three phases in a total of 65 markets across the country. Phase one began in southeast marketsShow MoreRelatedMarketing Mix of Nesquick Essay826 Words   |  4 PagesNestle Nesquik Tina American Intercontinental University Abstract In this paper I will be writing about Nestle Nesquik. I will also be writing about the marketing mix, which is the four P’s, price, product, promotion and place. I will also tell you why I choose Nestle Nesquik. Finally, I will tell you why each for p is important when marketing Nestle Nesquik. Marketing Mix of Nestle Nesquik I choose the product Nestle Nesquik becauseRead MoreCase Studies on Kelloggs and Nestle Products2640 Words   |  11 PagesIn-store promotion delivered a sales uplift of 29% week on week. Nesquik Nestle NesQuik and Rare Medium Find Brand MarketingSuccess In Mini-Site Strategy; NesQuik... 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