Abstract
This paper is the result of a team project that is based on the Marketing Communication class at Inholland University. The project is aimed at designing and developing a marketing communication plan for promoting the brand Nescafe in the Netherlands. Developing a marketing plan forces the company to organize their thoughts and identify elements of the business that need to be improved in order to raise their sales. The marketing plan can be seen as a road map to profitability. In this paper we will give a short overview of the company's history as well as a description of the external situation. Knowing about the positioning of the competitors and the perception of the brand Nescafe will help to create a marketing communication plan that considers all circumstances involved. Furthermore, the paper includes information on the promotional objectives and the strategies that are used in order to reach those objectives. Moreover, we will give information on the promotional mix and the tools that are used in the strategies we chose.
