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Marketing Assignment #1

Team: Cleubio almeida, igor lacerdino, kalle sulin, Wellinton Matos,


Our chosen product is a cocoa powder that is really usual and
reliable in Brazil. The brand is called Nescau, and it
belongs to Nestl.
Nescau is a genuine
Brazilian Cocoa Powder
Brand and its market
leader since 1992.
The proposal is to bring
Nescau to Hungary and
see how Hungarians
would like it.
THE PRODUCT
PRODUCT APPROACHES
Non-durable
cosumer product
Group
It is more Symbolic, not
everybody buys and it
doesnt bring any value,
but kind describe the
user.
Utility
Subjective, it is a product
whether the price rises up
some people would stop
buying but not everybody.
For some people, having this
product in their breakfast or
in a snack is important
Quality
Nescau is 100% Product.
APPROACH OF THE PRODUCT ONION
DESIGN
PACKING
Usually satisfes the needs of the customers. If somebody
wants a cocoa powder to make cakes or to put into milk they
usually believe that Nescau is the best solution or at least that
is going to meet the expectations.
C
O
R
E

P
R
O
D
U
C
T
The brand is already synonym of quality and it even creates
other products based in the success of the traditional product.
Is considered the best cocoa powder by many people, have
great competitors in the market, but everybody relies in the
brand.
O
B
J
E
C
T
I
F
I
E
D

P
R
O
D
U
C
T
The product itself doesn't really have a design, it only have to
be a powder and be brown as any cocoa powder we fnd in
the market.
The main product of the brand, the chocolate powder, has 2 diferent packages, the
mos traditional and the one that is called "2.0". This last one has more vitamins than
the frst one. Both packages have the red color as background and uses the Nescau
name in blue with a yellow lightning behind, but in addition the package of the 2.0 is
twisted and gives a diferent looks to the product.
BRAND
PRODUCT LIFE CYCLE
POSSIBLE TARGET GROUP
REFERENCES
Is easy to recognize because of its big yellow lightning
and the name Nescau in blue attached on a vivid red
background. In Brazil everybody knows the brand with
a glance. The facebook page of Nescau has more than
1,9 Million likes.
Nescau was launched in
the Brazilian market in
1932, and was only in
1960 that it reached the
peak but from there to
ahead was mostly
successes, so we can say
that the lifecycle curve for
this brand is the ideal life
cycle.
SALES
VOLUME
IDEAL LIFE CURVE
TIME
Athletes, infants, juveniles, people who like
milk mixed with chocolate powder.
http://www.nestle.com.br/site/marcas/nescau.aspx
http://amigonerd.net/humanas/administracao/ciclo-de-vida-de-um-produto
Product Launching Research - Nescau Cocoa Powder
Nescau (http://bit.ly/1sprKfu) is a delicious and nutritious chocolate beverage prepared from cocoa powder,
blended with milk. In the 60s gained a better solubility and adding important vitamins for your day-to-day. In 70
years, received new formulation was relaunched as Super Nescau becoming since then the market leader in
Brazil. At that time he was born the slogan "Energy that gives taste." The success of Nescau has generated other
products, all with their delicious taste.
Such a delicious product can't be placed in just few places, and we are sure that Nescau has a lot of diferences
when the subject is favor. To help us on the process of lauching this new product in Hungary, please answer this
quick questionaire. It won't take more than 5 minutes.
The questionaire is placed on the link:
The three hypothesizes that the questionaire involves are:
Research Result Analisys
How people that doent drink milk are interested on the cocoa Powder Nescau.
http://bit.ly/1hXb7Ds
How much people think is a fair price for our product.
The age group of people that are interested in cocoa powder.
Are Female
57%
Are Male
43%
87%
13%
No
Yes
Do you like to drink milk?
What is your gender?
How old are you?
To see all the results of this research, please clink on the link bellow:
http://bit.ly/1g4dMak
0%
90%
0%
Untill
12 years old
From 13 to
18 years old
From 19 to
25 years old
From 26 to
40 years old
Over 40
years old
2%
0%
0
%
2
2
%
7
8
%
From 1000 FT
to 1300 FT
500 FT From 501 FT
to 1000 FT
How much do you think is
a fair price for a Cocoa Powder
with good quality?
(Considering a can with 400g)

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