Chapter 2

Review of Literature
The literature review intends to present an integral theoretical framework in order to allow and
justify an in-depth analysis of the observed findings. The literature review is divided into two
main parts. The first part will clarify issues of describing the strategic relationship with the
marketing activities that have been practiced by Nestle and Bru in its Nescafe and Bru brand
before elaborating the customer differential - CRM, including the importance of competitive
differentiation, the key concepts of satisfaction, trust and customer loyalty. The second part will
elaborate the development of the integrated marketing communication and its challenges as well
as the description of communication Medias to build up the effectiveness. The two main sections
will be subdivided into further points to keep a clear structure and to explain the most relevant
aspects. The methodology of this Study Research Type:A Quantitative research is conducted
among the Nescafe and Bru consumers in Bangladesh.Population and Sample:Population of the
study is all the Nescafe and Bru consumers in Bangladesh. (Nescafe and Bru Coffee 2015).