XM YL Nestle RTD Coffee Marketing Research

Coffee was maintaining a rapid growth in the past 30 years since it entered China.The growth of coffee products was mainly driven by RTD coffee consumption,and the price of RTD coffee was continuously rising,which has become the potential market.Meanwhile,a group of famous coffee manufacturers have found the huge business potential of RTD coffee market,i.e.yaha,suntory,benazon and others who have entered the RTD coffee market,coffee products are facing unprecedented fierce competition and challenges.Nestle has a rapid growth period in RTD coffee category.While with the increasingly intense market competition and the ever-changing market,understand demand and make effective marketing strategies to adapt to market changes is becoming a significant issue.The research object is Nestle RTD coffee,which base on the marketing theory and consumer behavior theory,uses PEST,STP and other methods to research and design the marketing strategy.First of all,the clear product positioning of bottled,canned and premium bottled coffee determined as "pleasure","refreshing" and "enjoyment" respectively.Using premium coffee market layout build the foundations for designing the marketing strategies.Then,according to product strategy portfolio which included vendor-to-retailer price strategy,MT and GT channel penetration strategy and hot IP innovation promotion design the relevant strategic scenarios.Executing the new marketing strategy enhance market competitiveness and maintain the market leader position.Finally,we build a more perfect safeguard measure to make sure marketing strategy implement smoothly from the aspects of organization structure,enterprise information,personal motivation,market channel goods management and so on.The research on the marketing strategy of XM YL Nestle RTD coffee not only has a guidance to the future development,but also provides a reference for the making the marketing strategy for FMCG industry.