The success of Nescafe in those years benefited from the dreams of female college students in Shanghai.
In the 1980s, two major instant coffee brands, Maxwell and Nestle, jointly entered the Chinese market. Today, Nestl é coffee sales in the Chinese market is much higher than McCoffee coffee. Why?

This should start with the needs of consumers.
I. Market Research

When they first entered the Chinese market, the two companies commissioned different companies to do market research. Maxwell commissioned large international companies to investigate intellectuals who yearned for Western culture. So the slogan is very elegant, "Didi fragrance, meaning is not enough."
On the contrary, Nestle Coffee found that what was the favorite occupation of female college students in Shanghai market research in the early 1980s? To people's surprise, the first person a girl wants to marry is a taxi driver.

Second, make clear the inner needs of consumers
At that time, the average salary of taxi drivers was ten times or even dozens of times that of the average wage at that time, so Nestle Coffee clearly knew that the target consumers were definitely not university professors or intellectuals, and accurately targeted the audience.
And at that time, it was found that people who drank Nestle coffee would bring Nestl é jars to the office as teacups, making people feel that I could afford Nestle coffee.
III. Launch an offensive according to demand
Originally a very common brand abroad has become an ostentatious brand in China, so the advertising slogan of Nestle Coffee is very simple: "delicious"!
Nestle Coffee shows off its fragrant and seductive taste and has insight into the inner thoughts of consumers who want to show off their identity as an affordable and affordable drink.
Fourth, carry on the psychological hint with the advertising language
In fact, the taste of coffee is not good, especially for Chinese people who are used to drinking tea as the main drink in a country with a deep-rooted and long tea culture. But its slogan implies to you every day: "it's delicious"! As a result of habit, people are used to thinking that Nestle coffee tastes good.
Just like the slogan of "Nongfu Spring": "Nongfu Spring is a little sweet", it is similar to the "delicious" of Nestle coffee.
Over time, Nestle Coffee is synonymous with delicious coffee, seizing the mental resources of the target consumers, making it an irreplaceable position as soon as it entered the coffee market in the 1980s.
Fifth, Maxwell's cause of failure
McCoffee missed the opportunity to find out what the real demand for the coffee brand is in the hearts of the target consumers! Always succumb to Nestle coffee.
Its slogan "Didi fragrance is not enough." after the advertisement was broadcast for half a year, many people still thought it was selling fragrant oil. it was necessary to understand this slogan, at least after graduating from college, in order to understand the language artistic conception of McCoffee.
Of course, with the development of the times, the inner needs of consumers have also changed. Nestl é has successively gone abroad for this purpose.
Every wonderful moment, every cup of Nestle coffee
Mellow experience, have it at any time.
No matter how busy I am, I'll have a cup of coffee with you.
1 MOMENT,1 NESCAFE love is accompanied by left and right 1 MOMENT,1 NESCAFE kinship care
Nestle Coffee greets every new day with you
Every moment, there is Nestle with you.
Only when we really understand the true thoughts and psychological feelings of the target consumers, can we seize the market opportunity and sit firmly in the leading position.
This is why Nestle Coffee is so far ahead of McCoffee in the Chinese market.
- Prev
Is it enough to have a cup of coffee at Starbucks?
If you really love coffee, don't be fooled by Starbucks mermaids, please check out Cafe Show China 2015, you will be touched by the boutique coffee beans from Blue Mountains of Jamaica, Yega Snow Coffee of Ethiopia, Mantenin of Indonesia, High quality Arabica species of Kenya, Brazil and Colombia. If you drink coffee regularly, please also take a look at Cafe Show China 2015, which makes
- Next
Private equity boss start-up Cofix Coffee: one dollar a cup has been listed backdoor
In Israel, where politicians have been trying for years to lower the cost of living, financier Avi Katz has done so, setting up the Cofix Cafe in Tel Aviv, the capital, where people can drink a cup of coffee for a dollar. In 2011, thousands of Israelis took to the streets to protest that the cost of daily necessities such as food and houses was too high. The result is: 201
Related
- The more you look at it, the weirder it becomes?! Lucky linkage cup print three-eyed Tom Cat!
- Self-delivery modification was rejected! Customers come to the door and throw coffee angrily?!
- What degree of grind should I use to make coffee by hand? How fine should the coffee powder be ground with cold ice drops? What is the No. 20 screen? How fine are the grains of fine sugar? What is the appropriate grind for the espresso?
- Why is coffee bean watches always oily? Are the oil out of the coffee beans stale? Are oily coffee beans of higher quality? What is the difference between deep and light coffee?
- How long is the taste period for coffee? How long is the best time to finish your coffee? How long can coffee stay in a thermos cup? What is the best degree of hand-brewed coffee?
- Pour out all the raw materials! Many Lucky products are off the market!
- "Haidilao in the milk tea industry" Kawangka quietly increases its prices again! Netizen: No more drinking!
- Ask for 20,000 yuan! Coffee shop managers trick employees into fake marriages?!
- Milk tea takeout "strong" with 10 packs of tissue?! User: No collection or delivery
- Which is sour, deep-roasted or lightly roasted coffee? Do people who know coffee want light or deep roast? What is the difference in the degree of roasting coffee? What is the difference between lightly roasted coffee and deeply roasted coffee?