Abstract
Coffee has become one of the world's most famous beverages, and more engineers are edging towards designing more coffee products. The high demand has attracted more people to build their own coffee brands, which makes the competition in the coffee industry more intense. Despite such fierce competition, Nescafe is earning high revenues. This paper will discuss the innovation in the marketing strategy of Nescafe. Firstly, through the website search, we have analyzed the characteristics of most coffee types, and the comparison can highlight the advantages of the coffee types introduced by Nescafe. Secondly, based on the information collected from some articles, more about the marketing model of different coffee shops is unearthed. However, when compared to traditional online and offline marketing of coffee shops, Nescafe's innovative marketing strategy is superior. In conclusion, the high revenue gained by Nescafe is attributed to mainly two reasons, product design innovation, and marketing strategy innovation. Also these two innovation can be conclude as disruptive innovation.
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