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

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.