Marketing Research On Cole’s Finest Coffee Capsules Nespresso

Marketing Strategy of Nescafe espresso coffee

Discuss about the Marketing Research in Cole’s Supermarket Product.

The brand of Cole’s Finest present its product Coffee Capsules. Australian people are very fond of coffee. So Cole’s introduce its new brand product which is a coffee capsules.  Cole’s is the supermarket and store in Australia. To the nation’s economy company is contributing expressively. As per the research the company has picked up shares of the supermarket more than 30 percent in Australia. The company’s product are basically related to grocery, daily use products, meat, deli, bake house, chocolates, milk products, fat burn products, liquor, baby food etc. Cole has the low price and good quality strategy which attracts more customers and they force to buy their needy things from the cols store. This supermarket also provide the fresh and healthy products to the customers.

Present report of marketing research of Cole’s shows that this company are focusing more on the liquor, food and fuel consumers. The promotion strategy of this company are also good they are promoting their products via social sites, newspaper, internet, and television. They select the crowded area of the city so that they can easily promote their products and people can easily about the products of Cole’s. For the establishment in supermarket of city the company made some strategies. Which we will discuss further here.

Marketing strategy of Nescafe espresso coffee. This is a drink product of Cole’s with a different variety of epicurean foods. This food product promoted as good quality product but bit expensive and also known as branded products (Gans and King, 2004). Cole’s also providing diversity in its products so customers can easily buy their different category products as such food, grocery, liquor, clothing at same place so that they don’t need to go buy this things to different- different stores.

Being an excellent brand of Cole’s in the food, the promoting Strategy of Cole’s concentrates on the higher section of its individual customers.

The biggest question was in front of while establishing market in the city that which is the target market for this exclusive food brand? Cole’s has very less competitors in the Australia market, and this was a very good opportunity for Cole’s to penetrate easily in Australia market and establish their product in this market. According to planned strategy they targeted the voluptuousness segment of market to identify that which would be most suitable and preferable target audience for it (Gans & King., 2004). The only challenge in front of Cole’s in Australia market was Woolworth. There are increasing demand in market of Australia people are very fond of good quality of food there. So to give competition to Woolworth brand they follow their own Strategy that customers is first priority for them and according to the demand and feedback of customers they made some changes in the Cole’s brand Super finest , and after the survey they found the places where the accessibility of people are more and they started a policy of selling the product to their own supermarket

Market targeting and positioning of Coffee Capsules Nespresso

The mix marketing strategy of Cole’s in super market chain is the create trust and make some good, trust worthy customers. Marketing mix strategy of the Cole’s brand follows the 4p’s rule. Which is:

• Product of Cole’s Brand
• Pricing strategy of Coffee Capsules Nespresso
• Promotional strategy Coffee Capsules Nespresso
• Place or Location

Product of Cole’s or Branding of Cole’s:  Cole’s supermarket offer many variety of products as such baby food, liquor, grocery etc. Cole’s has also its private branding label products as such Cole’s Smart Buy, Cole’s Finest, Cole’s Green Choice, Cole’s Organic, Cole’s Simply Less, Cole’s Simply Gluten Free, and Mix Clothing. Every product of Cole’s has unique quality which is famous in all supermarkets in city.

Pricing strategy of Coffee Capsules Nespresso: These coffee beans are in form of capsules which are easy to intake. As discusses about the strategies of Cole’s they made some changes in pricing, schemes, and offers so that middle class people will not hesitate to buy this. After the survey we found that this Cole’s product was in demand .After that Cole’s becomes a largest Selling supermarket brand in Australia this effect was because of its pricing strategy (Kumar, (2008). In production process of Cole’s they used innovative technologies.

Promotional Strategy of Coffee Capsules Nespresso: the promotion strategy as such magazines, newspaper, televisions, by use of mouth, social sites, and internet. In this they were able to know that what product are in more demand by the customers. They also provide some kind schemes and offers on the specials occasions to attract their customers more

Place or Location: As per the initial strategy of Cole’s they were focusing only on luxury segments which can only affordable by the rich class people. After this they made some changes in their strategy they started expanding their business in different places of city so that people can buy easily Cole’s product to nearby Cole’s supermarket. And the result of this strategy was very effective.

Analysis some of the objective for Cole super market is increasing the revenue, building the customer trust, increasing the customer base, and the competitive advantage.

• Increasing revenue: The core of Cole’s business objective is increasing sales. In the first year of establishment its sales to more than $150,000. And then management said that it will increase by 50% in second year and 40% in third year. After its operation in second year company would have increase their super market or stores in varies places of city for good selling. This company faces tough competition in some its brands from mass merchandise and restaurants. Cole’s strategy has more focused on those customers who are more interested in one step shopping.
• Increasing the base of customers and traffic: To attain customer base most of organizations work very hard. The marketing research of Cole’s supermarket tells that the total revenue of Cole’s supermarket is $33.00 billion in 2016 and the managing director is John Durkan. The strategic location of company is situated in high crowded area of city or town. The main target of these strategy is to focus cultural habits of the people. Also they concentrate on the variety of the product as well quality.

Researching about costumers to know the potential of the customers. It was also the researching strategy of Cole’s Brand. What the customer want from brand and what kind of changes they want in the Cole’s brand? And what kind of offers the competitors are offering to their customers?  Know the feedbacks of customers regarding the product price, quality, and quantity. So the organization can improve or change some element in their brand products according to the customer demand. For the good marketing strategy always customer should be the first priority for every organization.

In an organization mission, objectives and goals are the one of the main contribution. This marketing plan and strategies will help to organization to achieve the targets and revenue. This marketing plan and strategies will also assist Cole’s chain of supermarket to achieve their objectives, more investment in the organization, and expansion of stores or supermarkets in the city. In addition, the marketing plan of company make the special relations with their each customers and workers. And company also reward the workers for their work time to time, in this way workers will be more responsible, sincere towards their work. It was found that on the development of Cole’s super market the external environment is the main factor (Kumar, 2008).

As discussed that Cole’s supermarket is an Australian supermarket. This Brand is founded by George Cole’s in 1914 in Collingwood, Melbourne city. It has over 100,000 employees. There are many brands of Cole’s including clothing, food, liquor, toys, baby products etc. We discussed here about the “Marketing Research on Cole’s Finest Nespresso Coffee Capsules”. These the private label brand product of Cole’s super market. The strategy was using by the Cole’s was very effective and also help to established a good position the Australia market. The principles of Cole’s using or accepting the new technologies were very helpful to marinating the store and the data as well. In this order Cole’s keep a good affection one to each other whether it is individuals, business owners, husband and wife, volunteers this will help to make some good relations. This concept of Cole’s makes its the most selling product supermarket in Australia.

References:

Gans, J. S., & King, S. P. (2004). Supermarkets and shopper dockets: The Australian experience. Australian Economic Review, 37(3), 311-316.

Kumar, S. (2008). A study of the supermarket industry and its growing logistics capabilities. International Journal of Retail & Distribution Management, 36(3), 192-211.