The contribution of segmentation, profiling and targeting to the successful marketing of Coffee-Mate in Great Britain

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The study examines the rising popularity of coffee in the UK since the 1980s and the subsequent demand for coffee creamers. Despite the established preference for tea, Coffee-Mate, a Nestlé brand, faced challenges in a competitive market with limited advertising resources. The managers sought innovative strategies to attract new consumers and boost sales amidst a variety of substitutes available, highlighting the evolving landscape of coffee consumption and marketing strategies in a changing economic environment.