Nescafe and Social Media

and the affcapable Media by T most(prenominal)a Senkovska 11114117 Stella Valcheva 11114120 Teodora Gocheva 11114125 1 CONTENTS Introduction .. 3 Theory commercializeing Concepts 4 kind Media .. 5 Social Media Marketing .. 6 Nescafe The Brand . 7 Nescafe Marketing Analysis (theory implementation) 9 Advertising 12 Corporate Social right 13Nescafe and the Social Media Social Media tips and rules . 13 Nescafes Facebook Profile 15 Nescafe on Twitter . 16 Nescafe Y bulgeube Channel .. 17 Nescafe Ad Campaigns Around the domain of a function .. 18 Conclusion . 19 References . 20 2 INTRODUCTION patch of our project The main aspire of our project is to define the complaisant media shock absorber on our crossing.We explore the principal concepts and and tools of undefeated marting schema, from grocery leaveitioning and result positiong to designing of distribution channels and communications strategy. To thrive in a racyly competitive marketplace, companies must develop marketing plans that influence out them with their nodes and diverseiate them from their competitors. Without integrated and innovative strategies, corporate leaders go out cont halt to create determine and generate growth. The reason for choosing NesCafe as a discussing set is because of the wide range of propelivities in which the fraternity is involved.Their huge agitateings, reflected in entirely kinds of kindly media, ar an attempt to create a orbicular daub localization for Nescafes portfolio of umber tags that explo ruddy how the catalytic nature of coffee tree bean raise the world a much(prenominal) raise and richer place. The opportunity of dissembleing among pople gives the customer a fresh insight nigh the competitive advant eon and potential of the anomalous goods and function your organization passing plays. 3 THEORY Marketing concepts MARKETING purlieu E precise ph starr operates under bettericular conditions that influence its abilit y to perform customers.The microenvironment consists of actors close to the company, such as suppliers, in landmarkediaries combining efforts to create value competitors stressful to serve customers better publics may feed push on firms implementation customers the nearly cardinal. The macroenvironment both in all in allows larger forces that affect the whole indispensable environment. Those atomic fig 18 beyond the control of a single company and in that locationfore they shape the opportunities and threats for the fear demographic, political, economic, cultural, societal, techno lumberical.STP ANALYSIS The strategic marketing planning influence flows from a mission and vision supposement to the selection of object markets, and the prep ardness of peculiar(prenominal) marketing conflate and lay objective for to each one intersection or service the organization pull up stakes offer. The marketing logic personifyed should premise the organization as a value creation and delivery sequence, resulting in profitable customer relationship. In its first phase, choosing the value, the strategist proceeds to division the market, select the beguile market object lens, and develop the offers value positioning.The formula segmentation, cigargontteing, positioning (STP) -is the essence of strategic marketing. (Kotler, 1994, p. 93). SEGMENTATION Market segmentation consists of the partition of the market to distinct groups with different needs and wants with the purpose of selecting unmatched or to a greater extent market segments which the organization toilette target by with(predicate) the development of specific marketing mixes that adapt to particular market needs. TARGETING From the determined market segments a company picks a target market group of customers that the seam has resolved to aim its marketing efforts at.It is the one for which the firm could create maximum customer value. locating Positioning of the crossro adion is determining the place it takes in consumers minds. Efforts atomic mensuration 18 aim to differentiate the product from competitors products, so that it could be reliable as unique. 4 MARKETING MIX Thus the overall marketing strategy is outlined. The next step is to choose the most appropriate marketing mix the 4Ps that will bring the company the best response to its wants.Product the portfolio of goods-and-services the company offers to the target market Price amount of money to be paid, adjusted to the up-to-date competitive and economic situation, in line with buyers perceptions of the products value. score all the activities that make the product available to target consumers, including intermediaries, distributors, sellers. onward motion all the activities that present the unique eccentric personistics of the product and persuade the customer to buy it. SWOT ANALYSIS The SWOT compend is an extremely reusable tool for understanding and decision-making for all sorts of situations in business and organizations.SWOT is an acronym for Strengths, Weaknesses, Opportunities, Threats. SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition. Use SWOT analysis for business planning, strategic planning, competitor evaluation, marketing, business and product development and interrogation complaisant MEDIA Social media atomic number 18 forms of electronic communication (as mesh points for brotherly ne tworking and microblogging) by dint of which drug users create online communities to bundle teaching, ideas, personal mess ages, and other national.Andreas Kaplan and Michael Haenlein define loving media as a group of Internet-based applications that ca-ca on the ideological and technological foundations of Web 2. 0, and that allow the creation and exchange of user-generated content. Furtherto a greater extent, kind media depend on industrious and web-based technologies to create highly interactional weapons platforms through which individuals and communities c ar, co-create , discuss, and modify user-generated content. It introduces substantial and permeative changes to communication between organizations, communities and individual.Classification By applying a set of theories in the heavens of media research ( kindly presence, media richness) and mixer processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme in their furrow Horizons (2010) article, with six different types of social media 5 ? ? ? ? ? ? collaborative projects (for example, Wikipedia), blogs and microblogs (for example, Twitter), content communities (for example, YouTube and DailyMotion), social vaneing sites (for example, Facebook), virtual game worlds (e. g. , existence of Warcraft), and virtual social worlds (e. g. Second purport)Technologies include blogs, picture-sharing, vlogs, wall-postings, email, instant messa ging, medicine-sharing, crowdsourcing and voice over IP,to name a few. Social media in business There is an increasing trend towards using social media observe tools that allow marketers to search, track and analyse communion on the web some their vane or just about topics of interest. This pile be useful in business management and bear on tracking, allowing the user to measure return on investment, competitor-auditing and general public difference of touch. There be valuable types of tuition that immortalise the goment needs of the social media auditory sense.For instance, LinkedIn users ar thought to care broadly speaking about identity, reputation and relationships, whereas YouTubes primary features are sharing, conversations, groups and reputation. Many companies build their own social containers that attempt to collect more concrete information for their denounces. On the other hand social media containers such as Google+ or Facebook and to a fault Twitter coul d provide a business with unbiased, realistic, honest opinions and attitudes, as they are not supernumeraryly stated for marketing purposes, but for friends or just self-expression. confederacy faces signifi notifyt challenges in dealing with viral negative popular opinion directed at organizations or individuals on social media platforms, which may be a reaction to an announcement or event. 15 SOCIAL MEDIA MARKETING Social media marketing refers to the process of pass oning website avocation or vigilance through social media sites. Social media marketing programs usually center on efforts to create content that attracts help and encourages readers to share it with their social networks.A corporate message spreads from user to user and presumably resonates because it appears to come from a deponeed, third-party microbe, as opposed to the brand or company itself. Hence, this form of marketing is ragn by treatment-of-mouth, meaning it results in earned media rather than paid media. Social media has effect a platform that is intimately accessible to anyone with internet access. Increased communication for organizations fosters brand cognizance and often, improved customer service. Additionally, social media serves as a relatively cheap platform for organizations to implement marketing campaigns. Social networking websites allow individuals to interact with one another and build relationships. When products or companies join those sites, citizenry pile interact with the product or company. That interaction feels personal to users because of their previous experiences with social networking site interactions. Social networking sites and blogs allow individual followers to retweet or repost comments do by the product creation resurrectd. By repeating the message, all of the users connections are able to see the message, therefore passing more people.Social networking sites act as word of mouth. Because the information about the product is being p ut out there and is getting repeated, more occupation is brought to the product/company. Through social networking sites, products/companies plunder exhaust conversations and interactions with individual followers. This personal interaction muckle in static a feeling of loyalty into followers and potential customers. Also, by choosing whom to follow on these sites, products can reach a very narrow target audience.Social networking sites as well include a long amount of information about what products and services prospective clients cleverness be interested in marketers detect acquire omens, such as content shared by people and questions post online. Understanding of buying signals can help gross revenue people target relevant prospects and marketers run micro-targeted campaigns. In the context of the social web, engagement authority that customers and stakeholders are participants rather than viewers. Social media in business allows anyone and bothone to express and sh are an opinion or an idea somewhere along the businesss path to market.Each participating customer becomes part of the marketing department, as other customers read their comments or reviews. The engagement process is then fundamental to successful social media marketing. NESCAFE HISTORY Nescafe is a brand of instant coffee make by Nestle. It comes in many different product forms. The name is a portmanteau of the words Nestle and cafe. It was in 1930 that the Brazilian government first approached Nestle to become a representation of making a quality cup of coffee manifestly by adding water, whilst retaining the coffees natural flavour. Sounds simple, right? Wrong.It took seven geezerhood of research to perfect tense. Yes, seven long time of blood, sweat and tears went into the first cup of NESCAFE (not literally though). And so, in the rally of 1938, NESCAFE was first launched in Switzerland. The rest of the orld soon followed. 7 Understandably, the Second World War hindered NESCAFEs progress. But all was not lost. In fact, the the Statesn forces contend a key role in re-launching NESCAFE in atomic number 63 when it was included in their food rations. By the 1950s, coffee had become cool. And over you went you wanted to find your favorite(a) blend. So, NESCAFE fans grew in abundance.NESCAFE continued working to perfect considerable tasting coffee and in 1965, introduced the first freeze-dried oil-soluble offering Gold Blend. And just a few years later, we invented a impudent technology to capture more aromas and flavors from every single coffee bean. Then in 1994, we created the ripe aroma process, making the unique quality and character of NESCAFE even more distinctive. Since then, NESCAFE has remained firmly at the forefront of sustainable coffee farming and product innovations worldwide. With the continual introduction of fresh blends, we aim to revenge coffee lovers just deal you.PORTFOLIO Nescafes products are divided into two main catego ries Coffee Products and Coffee Machines. Each product is separately introduced by its own characteristics and each is distinguished by its purpose and most appropriate usage. Nescafe Classic Rich and estimable flavored. Nescafe 3in1 Sweet and Creamy. Nescafe Gold Blend melted taste, rich aroma. Nescafe Green Blend jointed and unroasted coffee beans. Nescafe Cappuccino Light and frothy. The full list of products is different for the each of the countries, in which they are offered, as suggested by Nescafes main spherical strategy hazard globally, act locally.The Coffee Machines DOLCE GUSTO are fresh addition to the companys portfolio. They have become popular and successful products ever since their introduction, generally due to professional advertisement. 8 MISSION STATEMENT Nescafe is part of the teras Nestle, so it adopts the mission of the whole corporation, namely Good Food, Good Life However Nescafe products play vital role due to its high performance in finance . The goal is to make Nescafe consumers prefer choice throughout by giving them best experiences with new tastes of Nescafe products.To bring NESCAFE to people around the globe, providing a 1 NOW 1 NESCAFE to satisfy every aspect of needs. oecumenical Objective The objective is to be the leader in Nutrition, Health and Wellness, and the diligence reference for financial performance, trusted by all stakeholders. COMPANYS STRATEGY We are seeking to achieve leadership and earn that trust by satisfying the expectations of consumers, whose daily choices drive our performance, of shareholders, of the communities in which we operate and of auberge as a whole.We believe that it is only possible to create long- term sustainable value for our shareholders if our behaviour, strategies and operations are also creating value for the communities where we operate, for our business partners and, of form, for our consumers. We call this Creating Shared Value. NESCAFES MARKETING Analysis Marketi ng environment Microenvironment Nescafe helps and accompaniments the agri enculturation/producers of coffee beans, thus creates close relationship with its suppliers. Uses heterogeneous types of advertising, promotions, research tools, social media and websites to maintain relationship with its customers as well.One of the most successful are the games, which take place periodically all around the world. In swan to please the public Nescafe encorporates a lot of social responsibility actions, environmental friendly practices and values highly the quality of its products. 9 There are also other brands that offer instant coffee, but at least in Europe Nescafe is far ahead its competitors. While in America it lags behind Maxwell House the instant coffee of Kraft Foods. Macroenvironment The macroenvironment of Nescafe can not be generally determined as it is different in the different countries.However Nescafe successfully copes with this situation adopting the flexible strategy t hink globally, act locally. STP ANALYSIS SEGMENTATION AND TARGET GROUPS Nescafe uses mainly age segmentation and targets mainly young people with very active lifestyle, who might need additional energy or who do not have quantify to prepare coffee. 1. Working Adults (Primary) 2. Students-University, Academy, lavishly School (Secondary) 3. Senior Citizens (Third party) geographic segmentation is also part of the Nescafe global strategy.They alter it according to geographical and cultural particularities of the region. Here are some other factors Nescafe uses to segment the market and target its customers more efficiently Young adult cafe culture segment They target this segment with their new latte range, along with the advertising, sales promotion and the competition to win the lounge seen in the advertisements. Upscale, quality driven, high income consumers Their Nescafe Gold range and exotic tastes such as Alta Rice are aimed towards such consumers, where the price and quality are higher than that of the general blends.Middle-class consumer (no age target) Nescafe targets such a large segment with their Blend 43, Mild Roast and Espresso products. The consumer gets an economical benefit, as well as a quality product. POSITIONING Most of the campaigns call on kindle up or wake up 5minutes earlier, so it tries to occupy its customers first thoughts in the morning. some other part of the campaign aiming at teenagers and the youth stresses on the cool coming into court with a cup of Nescafe (for example the unexpectedly good combination 3 in 1 ad in Bulgaria).The brand also wants its customers to think of Nescafe whenever they feel tired or with lower aim of energy, e. g. at the end of the work twenty-four hour period or after sports activities. In all the presentations of the brand the cup of coffee is shared by colleagues, friend, couples, so that it could be accepted as symbol of shared happiness. A lot of efforts are put in order to be accepted as hea lthy products of high quality. 10 MARKETING MIX Product Nescafe is the worlds leading(a) brand of coffee. Its portfolio holds variety of Coffee Products, different for each target group.Promotion Promotion is playing very important role in boosting up the product image and creating demand. Nescafe is heavily promoted and that Elements Advertising, Personal Selling, Sales Promotion, Publicity. As one of the largest companies in the world, Nestle is able to launch extensive advertising campaigns around the world. Place The company fucuses on placing its product at different markets. Available to all retailer stores, cafes, restaurants, now even vending machines. Price it offers quality products at a reasonable price.It uses a premium pricing strategy to signal its quality and strong brand attributes. SWOT Strengths ? Broad geographic insurance coverage ? Global leader in instant coffee ? World number one in other hot drinks ? Strong brand portfolio ? High levels of research and d evelopment expenditure ? Solid financial base ? efficacy to pass on costs Weaknesses ? Reliance on mass market ? Limited presence in tea ? Increasing bias towards low-margin products ? preconceived notion towards caffeine-based products ? Negative ethical image Opportunities ? Strong growth forecast in Asia-Pacific ? The premium trend ?The health trend ? Ethical consumerism ? Cross-branding Threats ? Sluggish prospects in developed markets ? Coffee machine competition ? Rising costs ? tilt from beyond hot drinks 11 ADVERTISING Nescafe employs a think globally, act locally marketing strategy. According to Keegan and Green, Nescafe Coffee is marketed as a global brand, even though advertising messages and product formulation vary to suit of clothes cultural differences . Nescafes marketing campaign is global in the palpate that the company uses the same symbols worldwide, such as the renowned coffee saphead and Nescafe logo.However, Nescafe tailors its campaigns to suit diverse c onsumer attitudes and preferences. For example, marketing advertisements targeting different locations and regions often are different in terms of copy (message and language) and advertising appeal (rational vs. delirious). For the emotional appeals, Nescafe is attempt to tug at the heartstrings of coffee drinkers. The emotional appeals are similar in that Nescafe wants to be a part of their consumers day. For the most part these advertisements do make sense when compared to the cultural factors of each specific country.In different countries the Company uses diverse methods for advertisement and appeal to customers. For example comparison between Germany, the States and Argentina was made according to which in Argentina the ad has an emotional appeal rather than rational it seeks to associate drinking a Nescafe with having a pleasant day that coincides with your pleasurable coffee? drinking experience. As Germans place great emphasis on structure and routine, Nescafes placement o f the product as being used during a specific moment during the day (the break) makes sense.Germans are typically busy people therefore positioning the product as a respite from the hectic daily order of business is well done even the simplicity of the ad adds to the feeling of repose and getting away from the rigors of every? day life. Nescafe is promoting the visual of the individual mailboat in order to appeal to the typical highly individualistic American, as in this package is made just for you. Geared towards people that are on? the? go, the ad appeals to the American that is constantly moving and views time as indispensable and finite.Nescafe is trying to reverse the notion that you get what you pay for by offering the same level of quality for a lower price. despite these strategies implemented in different countries, there are some aspects that are not specially relevant and we have recommended some changes. Nescafe is seeking to incline consumers, especially young on es, to see instant coffee as a 100% natural product. To do this, Nestle shot the ad in Brazil the country that in 1930 challenged it to develop coffee that could be made by just adding water. Nescafe instant coffee was invented in 1938.According to the company, the plan is to reconnect consumers with the pilgrimage from the plant to jar and focus on the origins of its coffee. When brands and their creative agencies agree, in full or in part, about the breadth of the cultural influence and the social value of music, they need to make a long-term commitment to underdeveloped a music strategy. Nescafe is a great example for this, because most of their advertisements include music. In this way they connect on an emotional level ,which is central to consumer engagement and music offers a multitude of paths to accomplish this. 2 CORPORATE SOCIAL RESPONSIBILITY The Nescafe Plan Creating Shared Value accountability Goes Beyond the transfuse Paul Bulcke, Neslte CEO states the am moion N escafe gives its name to this global initiative, which creates value across the coffee supply chain, from farmers, to consumers, to us. Nescafe works impregnablely on its image a really responsible brand, caring of the future generations, believe in the benefits arising from sustainable development. It emphasizes on the Nescafe Plan, which is a global initiative that supports responsible farming, production and consumption. To win customers and shareholders loyalty the brand takes some actions ? ? ? ? NESCAFE works with partners to support farmers NESCAFE is working to reduce its tinge on the environment. NESCAFE promotes environmental responsibility, creates shared value for the people whose lives they influence NESCAFE makes it personal and acts as promoter of preserving the environment how you can help to reduce your enviromental impact? In addition Nescafe pays much attention on valuable concepts as health and quality, instead of relying on lower prices.Thus it completes t he position of the products as environmentally friendly produced, with high diet characteristics and suitable for healthy lifestyle. Moreover its customers believe that they contribute to huge, positive, social impact grounds for lasting, loyalty and close relationship. NESCAFE AND THE SOCIAL MEDIA SOCIAL MEDIA TIPS AND RULES Is social media important ? ? ? ? ? ? 1 billion people on facebook Social media has become the 1 activity on the web 53 % of people on chitter recommend products in their tweets 90 % of consumers trust peer recommendations Only 14 % trust ads 13 Facebook a few key things ? ? ? ? ?Best social media platform to drive a purchasing action Not a medium to push business spam Use it to meet,build audience and brand Slow build before you invite the masses 90 % of those who like your knave will never return to it. Engagement ,not likes , is the key habitual tips to gain more attention to your knave on Facebook ? ? ? ? ? Figure out what your expertise is and how th at relates to your product Always treat it like a conversation Have an incentive to join, return and participate Try new things, new topics , new wording , new times A little bit of planning goes a long way Different ways to crap your following ? ? ? ? ? In person Contests Paid advertising Other social media networks Mutual benefit community Through existing members (engagement) Drive engagement ask your audience simple questions to start a conversation and drive engagement yes/no true or false select your favored opinion . another way is through photos (relation to your product, branding without a hard sell , memes and quotes ) Things to limit that can negatively affect the image of your company ? ? ? ? ? Linking accounts Pushing out information Posting once a calendar month/5 times a day Asking people to follow you just to increase your numbers Text heavy posts- cargo hold it short,informative 4 NESCAFES FACEBOOK PROFILE Nescafe Bulgaria maintains very active Facebook page, wit h the impressive numbers 6 417 020 likes & 73 634 talking about this. Globally there are a number of facebook pages divided geographically (for certain country) and for the different products or for different events and campaigns that Nescafe supports. more often than not in each man can find ? ? Basic information could be found on each of the profiles as well as more detailed for the specific one. Many of the profiles hold memorable phrases or mission statements. To wake you up and strike you with energy for the upcoming challenges of every ay We are combining pleasure and health benefits ? A fan can also find Nescafes history along with some raise facts about the brand. The boom of instant coffee was during the World War II. Nescafe was very convenient form of coffee and inseparable part of soldiers nutrition. Strangely this is the time when it becomes popular in Europe and later on globally. ? ? Portfolio of Nescafe products Uploaded videos mainly ads and risible animation s, just to entertain the viewer The whole social media promotes it as THE darling coffee/ soft drink/hot drink.The campaigns involve the concept of shared happiness showing Nescafe in the company of people who love each other family, friends, couples. To engage fans attention Nescafe organizes a lot of games, which are promoted through facebook. The Coffee Cup 3in1 SMS game in Bulgaria was very successful in 2012 and from the social network people find out that the same will start again on the 22th of April 2013 too. some other recent one was invigorate moments, it has already finished and there is post with photo of the winner and his submit an excursion to Austria.Nescafe uses Facebook to increase the Engagement as its posts are not simply informative, but in the form of questions or easy riddles. It seeks opinions and responses. Just a like is not enough, it wants people to talk about the products, to increase popularity and Word-ofMouth effect. For this purpose it offers v ariable opportunities to create NesChristmas cards NesWishes cards to draw NesLucks. 15 Of billet it publishes information for big events the one Nescafe is sponsor of or significant for the brand itself. The last one is Nescafes 75th Birthday.It prompted Facebook fans to post wishes by special application. In addition it posted some photos of its promotion campaign in the center of Sofia, where they give to passers-by free cup of 3in1 coffee. The slogan was 75 years creating memorable moments. In Bulgaria Nescafe is strong supporter of an innovative type of music the beatbox. The company has organized annual beatbox championship with award The Best Beatboxer in Bulgaria. The winner has the chance to take compete in the World Championship. Of course a Facebook page holds all the information such as ideos, interviews with participants, articles and so on As 3in1 is the most popular, easy to use and beloved by youngsters product, it has many profiles. More games and little competi tions such as fan of the month invigorate moments, the award was a journey to Austria (picture with the winner posted). There fans can find out about the relationship with the biggest music festival in Bulgaria sum of Burgas and how one can win free entrance tickets. As a whole Nescafes Facebook page promises successful further development. It is proof of consumers loyalty judging by all the posts and super-frequent fans activity.Nescafe includes all the recommendable points. It entertains the followers with many games as Connect the Dots or How many red Nescafe cups can you find in the picture? Urges likes by animating The Cup begging to become red or expressing hope that it will gain many birthday wishes. Very often it asks question like Which is you favorite or Which of those do you prefer? It is creating more personal relationship through opportunities to publish NesCards with wishes for friends or family and is constantly seeking for opinions and recommendations from its f ans.NESCAFE ON TWITTER Although Twitter, especially in Bulgaria, is not so common used social media, it still has an impact on the customer. With around 7000 followers and 700 tweets, Nescafe official fan page provides the insights we get from the advertising. By using social media, producers interacts with customers better and can easily understand their needs and wants. It gives the opportunity both sides to be up-to-date with all new trends, changing every second.Short inquires towards users and questions, concerning the product give the users freedom to share their opinions, which leads to improving the qualities of Nescafe and better integrating to the marketing environment . By displace messages up to 140 letters Nescafe official page emphasizes mainly on the good start of the day with a cup of coffee. Most of their posts are made in the morning and bring cheerful and optimistic upbeats. mistrustful comments or witty pictures consisting of key words such as coffee of well- m ake outn Nescafe logo are hidden marketing tricks, providing the customer with incentives to choose the exact product. 6 NESCAFE YOUTUBE CHANNEL Currently, YouTube is visited by more than 15 trillion internet users per day and around 100 million videos are being viewed each day. These guerrilla marketing live ads would also be preserve and edited into YouTube videos, explaining the message of life without agree and the connection to the convenience and great quality of NESCAFE products. The videos from all the live ads would be uploaded to the NESCAFE YouTube channel called NESCAFE life without compromise.The YouTube channel would then be distributed and shared using social media, by NESCAFE and consumers. These videos will also be shared through NESCAFEs Facebook page in order to leverage on the high volume of commerce it already experiences. You should keep in mind that Using YouTube as part of your businesss social media marketing strategy can back up you in getting the ty pe of visitors that you want. YouTube users are generally better leads because they have generally already seen a video you have posted, and wont click on your links unless they like what they see.In Youtube brands need to produce videos that offer true value to their intended audiences. This softer sell defines YouTubes role in your marketing strategy. This soft sell comes in the form of the information or instruction you provide. Perhaps thats a video newscast where you talk about assiduity news or technical developments perhaps its a how-to video that shows people how to use your product to do something useful. In any case, viewers watch the video because it provides valuable information what they retain is a sense of your brand or company as a source of authority on the topic at hand.Research has shown that video marketing has become one of the most vital methods of marketing on the net and that it is scratch line to replace many other forms of marketing. Instead of using just any marketing tool, many marketers are now opting for using video as their preferred marketing tool. YouTube videos are often placed on content-aggregating sites and blogs link up to the brand those pages use scripts to get the links to the newest videos on the YouTube and have them embed automatically getting included on some sites with high traffic can increase video views.YouTube referrals surprisingly many people are spending hours watching random videos on that site if you will set proper tags to your video, they will get more traffic, and again more traffic means more people will get to know the product Recommendation Youtube As Youtubes influence is growing and the sites capabilities can enhance the product performance ,it has to take major part in the Nescafes Advertising campaign in the social medias. It would be beneficial to post more often videos with customers opinion and news regarding future events with interviews of the organisators etc.Another good strategy is to promote the Youtube channels more on their Facebook page so that more people will engage in commenting and if there is a poll ,for example , the company will receive more feedback on their future projects. More fun and interactive games or videos can be uploaded in order to gather more attention and inspire engagement . Good ideas for Nescafe will be to make an video contend . Try offering a reward for the contest online and advertise it everywhere you can. People will follow you and will fill out their information if it means they might win a contest. 17NESCAFE AD CAMPAIGMS AROUND THE WORLD Nescafe has vast amount of supporters through the social media (Facebook, Twitter,Youtube). It has the berth and ability to create and expand its customers base and in this way promote the product to large number of people with little resources. There are different Facebook pages for the various countries and the way the product is presented in each has some variations depending on the cul tural and economical differences between the various countries. There are many examples for campaigns launched or promoted via Social media and the result is astonishing.The probability that certain marketing campaign to be successful is greater if social media is involved, it makes the process for accumulation information and receiving feedback easier and more convenient. The marketing power of Nescafe is great and it has achieved much more results thanks to its games, campaigns or quizzes that it has launched on the internet. There are many examples for the impact of social media on the marketing campaigns is evident. For example when a certain campaign going to take place , on Facebook or twitter Nescafe posts interesting photos or questions in order to capture the interest of its potential customers.It also relies on word of mouth ,hoping that when more people know about certain event they can spread the word ,leading to wide amount of people participating in the event. Anothe r strategy Nescafe uses is to promote its new products via interesting or innovative ways. The secret to an entertaining social media campaign is to make the campaign relevant, have a character the target audience can relate with, and reduce brand fatigue by encouraging participation.One example is when Nescafe was searching for a cool way to reveal its newly designed coffee tin, so it came up with a creative Facebook campaign that traded beans for likes. First, they took a picture of a glass container containing nothing but the new Nescafe tin. Then they took the same photo after filling the container with coffee beans. They remove coffee beans and continued shooting until the tin was finally revealed. This sequence played out on Facebook based on the number of likes they received.Every time a Facebook user liked the page, more beans were removed. On their Bulgarian Facebook page , often in the morning there is inspirational quote so that the more of the users log in their Face book accounts they will Receive the news in their news nourishment and they can share or comment so in that way more users will see it. 18 CONCLUSION Social media possesses fabulous influential power, and since the advent of the Internet its evolved from a simple way for people to keep in touch into a massive global network connecting organizations, communities and people.Social media is the easiest, fastest and most explosive way to transmit and receive information And best of all absolutely anyone can take advantage of it. mobile membership of the most frequented social network is now over one billion people, one out of every seven people on earth is on Facebook With the global population still rapidly growing, its become abundantly clear that social media is no passing fury either. Its influence is remarkable. Small businesses and large corporations alike have tapped into this influence to reach new customers and generate real, honest communication.The best advice for every company is to pet the ubiquity of social media and use its power to better yourself, your business, or cause. Relating to our purpose about Nescafes global marketing strategy, the ways it is presented in the social media , it is evident that Nescafe is investing a lot of efforts and financial means to keep up with the changing consumer need and wants. It is irrevocable that with their ad campaigns in various media such as Facebook and Twitter more people will know about their new developments and their consumer base will widen in a much greater speed.Using different techniques and new interactive methods for gathering attention is good way to show their commitment and inspire engagement . Another good platform mentioned is Youtube, with its 800 million active users monthly the power of broadcast is undeniable, which is used by Nescafe for sharing videos of previous ads ,posting interactive videos and acquiring vast amount of comments and recommendations from active their users. A nother great techniques which is frequently used in Facebook pages is to promote every day the products by showing interesting facts, quotes that can gather attention via sharing or commenting by the users.The different analyses(Swot , canker ) can prove the marketing power of Nescafe in the coffee industry also outline its potential competitors ,the focus areas where more attention should be paid and the strengths of its brand image. The strong brand image of Nescafe has been built through the years, undoubtedly it has wide consumer base thanks to its great variety of products, which can satisfy the need and wants of a large number of people, differing in age, profession, sexual practice and country of origin.Marketing is changing rapidly due to rapid change in technology and Nescafe should strive to achieve greater power in the social media with applying new and innovative strategies to boost the companys performance, financial state and image . 19 References www. nestle. com ww w. nescafe. bg www. nescafe. com http//www. youtube. com/user/nescafe http//www. facebook. com/Nescafe. BG? fref=ts http//www. facebook. com/Nescafe3in1Bulgaria https//twitter. com/following http//mashable. com/category/social-media-marketing/ http//www. assignmentpoint. com/business/international-business/report-onnescafe. hypertext markup language 20