MARKETING PLAN FOR SICAL: A ROASTED COFFEE BRAND BY NESTLÉ

The main objective of this project is to develop a Marketing Plan for Nestlé, specifically for a major brand in the roasted coffee segment, Sical, with the aim of boosting the competitiveness of the Sical brand in the portuguese market and making it a national leader. Coffee is one of the most consumed beverages in the world, and its raw material is one of the most traded commodities in the world. Coffee is a drink much loved by the portuguese and each portuguese person consumes around 2.5 cups of coffee a day. To draw up this Marketing Plan, an Action Research methodology was used with the aim of directly analysing the variables related to this business segment, including the collection of primary and secondary data. Qualitative and quantitative data was obtained through a semi-structured interviews and an online survey. The interviews were conducted with the aim of gaining a better understanding of the company and the particularities of the roasted coffee segment. In order to broaden our knowledge of the market's perception of roasted coffee and the Sical brand, an online questionnaire was carried out and the results analysed, and it was concluded that most of the participants are coffee consumers and are familiar with the Sical brand, but do not buy coffee from Sical. The marketing-mix strategies, which include product, price, distribution, communication, people, process and physical evidence, were developed considering internal and external analyses and the information obtained from the interview and online questionnaire. The final aim of these strategies is to increase the brand's awareness among Portuguese coffee drinkers and increase its sales volume, allowing the brand to position itself in a more competitive position on the market.