IV.

Innovation and future trends( bảo đăng)

4.1 Innovation and impact

The campaign has had a very strong and clear impact on the Japanese
market. From a country that does not know about coffee, Japan has
become a country with the 7th largest import volume of coffee waste in the
world with 1.18 billion USD, more than 500,000 tons per year, of which
Nestle leads in market share. sell instant coffee.([ CITATION Dan21 \l 1066 ]

Nestle has gradually taken over the Japanese market share. The first
marker is the success of KitKat, Nestle Japan has created up to 350
different flavors, of which Matcha Green Tea and Red Bean are among the
most popular, as they are part of Japanese culture. It is estimated that
more than 5 million Kitkat bars are consumed by Japanese people every
day. They gradually switched to cold sweet coffee-flavored drinks from
there. Then they got used to having to drink giant, bloated Nescafé cups
before they really realized it. Next in 2012, Nestle launched the '' Nescafe
Ambassadors '' campaign, a workplace person who has a passion for
coffee and acts as an 'office bartender. This epidemic has made Japanese
people not only have delicious drinks but also bring a sense of relaxation
and comfort in the workplace while making Nescafe a symbol of unity and
exchange. In 2014, Nestle learned that Japan was a highly automated
country, so they launched a humanoid robot named Pepper to sell coffee
machines to people in appliance stores. As the world's first robot capable of
reading and responding to human emotions, Pepper can also explain
Nescafe products and services to consumers. It immediately became a hit
that cemented its number one status among the Japanese people. By
understanding Japanese culture and market, Nestle has continued to
launch '' they opened a permanent sleep cafe in Tokyo '' , where everyone
can take a nap and be served the best coffees of Japan  Nestle . With
these cafes, the profits as well as the image of Nescafe are further
increased.[ CITATION Kir20 \l 1066 ]

From a country known only for tea, Nestle has gradually introduced coffee
and made itself the one with the most market share. Patience, prudence,
foresight and the ability to interact with Japanese culture are all factors of
Nestle's success.
4.2 Future objectives and ambitions
Not only is it successful in the Japanese market, but Nestle is also
successful and thriving in many countries, the reason for its success is
because they always have clear ambitions and goals.

Objectives: Nestle has always wanted to be a leader in Nutritional Health

and Wellness, and an industry reference for financial performance, trusted
by all stakeholders. Improving the quality of life and contributing to creating
a healthy society, inspiring people to live healthy is what Nestle is doing
every day and it will be promoted more in the future.

Ambitions: With the set goals Nestle creates great ambitions not only to
help Nestle improve its position but also to improve and create a better
world.[ CITATION Nes211 \l 1066 ]
For the community : Currently in the world there are millions of
unemployed people without work , to solve this problem Nestle has decided
to create support communities . Provide skills and orientation to create
motivations for them, especially young people, so that they can overcome
barriers. Nestle has ambition that by 2030 they can improve 30 million
livelihoods in the communities they create . [CITATION Nes213 \l 1066 ]
For the environment: With the use of raw materials, Nestle sets itself the
responsibility that must use this source not only in the present but also to
protect the use for the future. Ambition to 2030 of We are striving to have
zero environmental impact in our operations, the company's environmental
impact must be reduced in lieu of increased use of clean energy. [ CITATION
Nes21 \l 1066 ]

For family: Nestle always cares and focuses on consumers' health,

especially for children. With the current complicated political and epidemic
situation, millions of children around the world are facing malnutrition and
starvation. Nestle has set itself a big ambition to be able to help 50 children
around the world be healthier and healthier with enhanced nutrients and at
a reasonable price.
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