Nesextravaganza is the name of the cold coffee that will be offered by Nestle at all of the parlors’ outlets so that everyone around the country can try it out. It has a huge range of direct and indirect competitors as it is competing with many brands in each of its product category. As the competition is at its peak, Nestle has to work upon differentiation strategies to deal with their customers and also ensure that they maintain their customer base in the market. Associating the brand name with an ice cream parlor is a unique and creative idea as well because many organizations are not observed to take such a step.
However, for the cold coffee, it is in direct competition with Starbucks, Gelato Affairs, Movenpick and all other coffee shops ice cream parlors that are offering cold coffees. In the initial phase, the company has decided to introduce three unique flavors in cold coffee; one will be simple but strong cold coffee, second option will be caramel flavored cold coffee and third will be the chocolate flavored cold coffee.
Since Ben & Jerry’s has seen a robust growth in the demand of cold coffee at its coffee parlors, it has to include this product in its menu list so that it can enter into the coffee market like Gelato Affairs has done. All organizations need to move ahead in the competition with the business requirements, ignoring any competitive move would prove to be consequential for the firm.
At it already has a huge range of flavors in the ice cream category, it has the potential of offering various other options in cold coffee in the long-run which can enhance the experience of its customers to a great extent. ...