Research on the Current Situation and Optimization Strategies of Nescafe’s Online Marketing

Abstract

With the continuous improvement of internet technology worldwide, internet marketing has become known to many. The times are progressing, which requires companies to follow the pace of the times, and the FMCG industry deserves to follow the transformation. Nestle Group, one of the FMCG brands, has also gradually started experimenting with online marketing models. However, its online sales, as well as consumer feedback, are very unsatisfactory. Therefore, this paper uses a questionnaire, literatures, and comparative analysis to discuss Nescafe’s marketing data, i.e., the strategy. Through sales data, the development status of the coffee industry under the epidemic is analyzed, followed by the trends and characteristics of consumer behavior in the coffee industry and the problems that exist in Nescafe at the moment. Finally, based on theoretical research, recommendations are made regarding product packaging, taste, price, raw materials, and promotional campaigns. It is hoped that the suggestions mentioned in the paper can change the current situation of Nescafe’s online marketing and help it in a small way.