Assignment #5

Assignment #5 is where the team came up with growth strategies for NESCAFÉ NESCAFÉ and alternative brand marketing campaigns that. The costs and revenues are also taken into account, including the impact it will have on the brand valuation for the next five years.

Assignment #4

Assignment #4 identified the tactical and strategic gap that NESCAFÉ faces. The team also came up with a brand purpose for NESCAFÉ and some solutions on how to solve the tactical and strategic gaps.

Assignment #3

Assignment #3 estimates the financial value of NESCAFÉ, as well as the main drivers to that value. Our team combined primary information and secondary information to calculate our brand value as accurately and realistically as possible.

Assignment #2b

Assignment #2b measures NESCAFÉ’s brand image in Singapore, as well as how it is perceived by its consumers. This was done through a primary data collection by conducting a survey.

Assignment #2a

Assignment #2a uncovers insights into the lives of NESCAFÉ’s buyers/users and how people think and feel about the brand. This was done through a participant observation and a participant diary keeping of seven days.

Assignment #1

Assignment #1 is based on the perspective of NESCAFÉ and what it is and aspires to be. This post gives a brief background about NESCAFÉ, the localization strategy, consumer-based brand equity model, competitors’ analysis and outlook.