“Nestle’s Nescafe Partners’ Blend: the Fairtrade Decision

QUESTION 1. “DO WHAT I CAN” CONSUMER PROFILE.

With consistent growth of “ethical” product category, it is important to outline the profile of Nestlé’s target segment-“Do What I Can” group. This is the group that is estimated to include 75 per cent of overall UK population. It is the most moderate group in terms of its involvement in the issues of global significance like global warming, converging economies, and political instability around the world. This group will not boycott products or block highways to demonstrate their views. However, this group is very much aware of the global issues and does not mind contributing, even though contribution of each individual in this group will be of a somewhat limited scope.

By the virtue of reviewing the case for Nestlé UK, our target segment lives in the UK and enjoys the moderate continental climate. The rest of the analysis will show how fragmented and diverse this group is. We are looking at both male and female customers across different age groups. Low gender differentiation is a good approach when structuring messages for this audience.

Our target customers live in big cities and small villages, with various family sizes and life styles, various occupations and salary brackets. With UK population becoming more and more ethnically diverse, we can state that our target customers come both from the UK and from a number of countries around the world, like India, Pakistan, and Philippines. Our customers follow different religions and a number of customers have no religious affiliation at all. With that in mind, we are looking here at a tribe rather than a clear cut homogeneous target group.

Our customers like to travel and are aware of what is happening in the world, the issues of inequality and political instability interest them, but not to the point when they will spend extra money to support a cause or jeopardize their own lifestyle or comfort. If asked, this group will confirm that poverty of coffee...