Target Markets of Nestle and Nescafe

Nestle is a huge company that has developed unique ways of targeting. The target markets of Nestle, Nescafe, and Nespresso are not the same and differ interestingly. In reality, Nescafe has a huge range of products that I am going to discuss in the blog post and understand the target audiences of Nestle, especially Nescafe.

In order to understand the targeting tactics of Nestle, we should look upon their commercials and see what kind of people are present there.

And here is one of their commercials which is called “Good Food, good life”. The video shows us a family and a caring mother who has a mission in her life to grow healthy and good children and Nestle helps this kind of personality to attain their mission with their various food products.

So here we see a woman and what kind of a segment does the woman belong? The following segment is called Actualizers. Who are they?

Actualizers are very determined people and are successful in whatever they do. They are perfectionist people and are looking for a perfect family, work and life.

The security of the family comes first in their priorities, so they would like to have the best for family and children and Nestle comes with quality products. The company targets the following people as they have enough income to buy all kinds of Nestle products.

Actualizers like using quality brands and prefer quality over quantity and sometimes like buying a product that they do not actually need. Like to be the first buyers of new products, preferring buying everything from one shop as usual. So they also like planning all heir shopping trips in advance.

Here are interesting some interesting insights about Actualizers.

1. One of their favorite pastimes is just being with family.
2. Like inviting their friends with their kids to home.
3. Go to cultural events, cinemas, and theatres.
4. Prefer watching films about art and nature as well as children cartoons.

So this is just one commercial of Nestle and we understand from here their main messaging tactics.

This is an Instagram post by Nestle and they have planted 3 million trees as they care about global warming and for the overall planet. So the purpose of Nestle is restoring biodiversity. A planet is full of plants and animals.

Nestle uses interesting and great messaging tactics. The following messaging tactics are based on the Caregiver brand archetype. What does the Caregiver brand archetype represent?

• The desire of the brand archetype is to protect people from harm.
• The goal of the archetype is to help others.
• The strategy is doing things for others.

Many famous brands like Volvo and Persil use the Caregiver brand archetype for their branding purposes.

Here are the messaging levels of the Caregiver brand archetype.

1. They tell us that someone is in need of help.
2. So we should care about and nurture our dependents.
3. It is about altruism and about the care of the larger world.

The following brand identity is a perfect fit for your product if

• Your customer service provides real advantages.
• A product that supports families or it is associated with nurturance.
• That helps people to be connected to each other and care about one another.

So it is obvious that Nestle is a company that targets people who like to take care of their surroundings, their children and so on. Or they target people who want to be cared for.

Here are some interesting facts about Nestle.

1. There are more than 2000 companies that Nestle owns.
2. The first product that Nestle sold was an infant cereal sold in 1867.
3. Nestle is the largest food company in the world.
4. The headquarter of the company is based in Switzerland.
5. Nestle is also the highest ice-cream producer.

It is time to discuss the segmentation strategy of Nescafe and see how they do that.

Here is a commercial example of Nescafe, where the primary accent is the flavor of the coffee. whoever smells the flavor immediately becomes very excited. This is the way of the manifestation of the pleasure whenever the drink Nescafe. Nescafe is a pleasure. It is a moment of pleasure or a 5-minute pleasure. But the commercial shows that this is just splendid.

What kind of people do we see in the commercial? The following segment is called Sharers. Who are Sharers?

Sharers like to enjoy every minute, so they are very adventurous people. They like taking care of family and surroundings and filling their lives with interesting tasks and duties like doing some kitchen work and preparing a cake or dinner.

Sharers are very active personalities, so they need every hour refreshments like Nescafe. Coffee is a real gift to them as it keeps them in rhythm the whole time during the day.

The following segment of people likes to do shopping a lot, this is a way of fulfillment in a dull life. Visiting all alone to shopping centers or going there with friends is a hobby for them. They like buying premium products although they have a relatively low budget.

Trying something new, switching new brands, looking for new products in magazines are activities that they pursue a lot. Sharers are a perfect customer for new products, interesting novelties.

Here are some specialties of Sharers.

• Take care about home and all-around home, taking care of garden which is full enjoyment for them,
• Watching a lot of Tv series and soap operas, reading magazines.
• They love reading a lot about lifestyle, entertainment, and celebrities.
• They watch tv a lot and this is a way to compensate for their reality.

16 Personalities (what is for your business?)

When you imagine drinking coffee with your friends, what coffee company attracts your mind first? Probably it’s Starbucks, but Sharers think differently. They imagine Nescafe. So you probably understood that Nescafe’s ideal buyer persona is Sharers. How did they get to that decision? Who are the Sharers? Let’s answer.

First of all let’s mention some qualities of Sharers.

• Family – the most important thing in their life. They sacrifice everything for their loved ones.
• These people are very outgoing and kind. They just can’t live without relationships and communications, that’s why almost every broker or mediator belongs to Sharers. 
• Even if their wages aren’t big, they are brand oriented and always try to buy products with high quality. Although, if the offer is profitable, they will look and try new brands.

After understanding the basics of Sharers behavior you may ask, what kind of brand will be interesting for them? Which hidden and at the same time important things have to be considered? You can find all the answers to these questions in our ebook called “16 Personalities”.  You will also find all the solutions for your marketing problems, which will obviously change your insights about buyer persona.

Of course this is one of the 16 personalities and with this book you will discover all of them. With knowledge of each 16 personalities you will confidently find your ideal buyer persona and change your marketing strategy to achieve new levels. The book also gives you some other hints for selling your product and negotiating with your clients.

Nescafe is a genius brand and has developed interesting messaging tactics to gain the hearts of its customers.

So, let’s discuss a Facebook post of Nescafe.

Here is a girl who is listening to music and having fun with Nescafe coffee. Here is also a cup of the brand that we see in almost all their posts. The red color and the logo is in our hearts. The brand wants is to remember the Nescafe as a red cup. A similar tactic is implemented by Coca-Cola with its 0.33 glass bottle and its particular red color.

Nobody can confuse the red of Coca-Cola with others. We see that they promote the intimate relations between the coffee and the girl. The following way of messaging is clearly based on archetypal messaging, especially based on the Lover brand archetype. What does the lover brand archetype represent?

• The desire of the archetype is attaining intimacy and having sensual pleasures.
• The goal of the brand archetype is being in a relationship with the surroundings, items, and people they love.
• The strategy of the brand archetype is becoming more and more attractive emotionally and physically.

Many famous brands like Chanel and Haagen Dazs are using the Lover brand archetype for the bases of their branding strategy.

Here are the levels of messaging of the Lover brand archetype.

1. This level is about falling in love, the sense of seduction.
2. The message is about seeking a great romance.
3. It is about following your blessings and committing to things and people you love.
4. Spiritual love and self-acceptance.

The following brand identity is a perfect fit for your product if

• It has a function to help people find love and friendship.
• It is a product that has pricing from moderate to high.
• Which fosters beauty and closeness between people.

Some interesting facts about Nescafe.

• In 1938 Nescafe was introduced as a coffee brand of Nestle.
• More than 5500 cups of Nescafe’s are drunk every second.
• World war 2 was a real trigger in the population of Nescafe.
• Nescafe was the first coffee to reach the moon with the accompaniment of Apollo 11.

Here is another Nestle brand Nespresso, let’s look at their commercial example and find out more information about the coffee.

Here is just one part of a series of George Clooney commercials of Nespresso. The Nespresso product was a new product and the marketing team of the company linked the product to the famous heartbreaker Clooney. And here are just one of his appearances in public with a perfect girl in front of him. 

Nespresso is as charming as Clooney and from this video, it is clear that one of their main targets is a segment that the girl belongs to. The following segment is called Chardonnay Girls. Who are they?

Chardonnay girls are a segment of people who like saying “Yes” to different opportunities in life. Being positive and optimistic is the way of their living. Making everything special and sharing their life with friends is something they like and need to do every day.

Being attractive to the opposite sex is a must for them and they try a lot to reach the perfect image in order to be as attractive as possible. Being trendy and being informed about all the trends in the world is a must for them.

Nespresso was a new trend during the times and they were people who spread the product in the market and were the leaders of the trend.

They prefer quality products and would save money to buy things they really want. They are the kind of people who like reasonable and interesting advertisements.

Here are some interesting features of Chardonnay girls.

1. Going to a gym and keeping good shape is primarily an activity for them.
2. They are very aware of the latest events in the city and know exactly about the “must does” and “must-sees”.
3. They do shopping a lot and reward themselves with something good after tiring work.
4. For them, friends circles are very important, more than family.

This is the giant company of Nestle. tens of great brands belong to the company and Nescafe and Nespresso is just 2 of the great brands. Check out more information about target markets of different brands in the blog thesocialgrabber.com.

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