PresentationOn

Nescafe

Presented By:DANISH DHAAR

MBA 2ND SemesterROLL NO. 30

Brand Name: NescafeParent Company: Nestle

Year of Establishment of Nestle: 1866

Nestle was established in Switzerland by Henri

Nestle

Year of Entering the Indian Market: 1961

First Plant set up at Moga, Punjab

Introduction

In 1930 the Brazilian government approached Nestle to create a new

instant coffee that would give the consumer another

option and at the same time increase the

dwindling coffee exports of Brazil. It took eight years

but in 1938 Nestle introduced Nescafe.

Brief Overview:

PRODUCT EXTENSION (in India)

• Nescafe Chocó mocha• Nescafe Classic• Nescafe My First Cup• Nescafe Sunrise • Nescafe Sunrise Premium

PRODUCT EXTENSION (in India)

4 P’S Of Marketing

4 P’S

Price

Place

Promotion

Product

PRODUCT

• The Nescafe have a wide range to suit different targeted segments

• Design – Bottles and packs• Brand name - Nescafe is the UK's best-selling coffee product• Nestlé was prepared to pay a record price to acquire Row

tree in 1988 because of the prestigious brands in Row tree's product portfolio. Nescafe was an important part of the portfolio

• Sizes and Packages – wide range to suit key price points and occasions.

PRICE

• Competitive Pricing – They fix the price in competition with Cadbury

• Quantity Discount .• The key advantage of maintaining a strong

brand image in competitive market is the degree of flexibility in pricing strategy.

PLACE

Product with intensive Distribution • Nescafe has developed a distribution channel which

ensures availability to buy wherever and whenever the consumer wishes to purchase it .

• Strong coverage in urban areas, developing in rural. • Stored in cold storage • New Regional Sales Offices to increase width and

penetration and focus in rural areas.

PROMOTION

• Direct Marketing at Malls • ADVERTISING • NESCAFE joined hands with Google and co-branding its

product. • Decreased dependence on children’s TV channels over recent

years • 33% of total industry spend but near equal spend on each

brand with rival offerings from Cadbury. • Women account for two thirds of all confectionery sales, but a

large proportion of these purchases are subsequently consumed by children.

STP Analysis.

SegmentationGeographical Segmentation

Nescafe has divided the country into four segments i.e. Southern, Northern, Eastern and Western.

The Southern Segment consumes the most amount of Coffee and prefers hard and roasted coffee.

Where was in Northern region, Nescafe instant coffee is consumed in higher quantities.

Demographical Segmentation Nescafe has tried to segment every age group,

families, region, gender and different socio-economic.

SegmentationPast

Nescafe was targeted to morning people

PresentNescafe is now targeting the

Youth

According to Andrew Ward, worldwide account director of Nescafe has launched a

$30 million global campaign, specifically

aimed at 16-24 years old.

According to McCann-Erickson World Group,

coffee is the most popular drink among the youth.

Use of Youth Icons like Purab Kohli, Vir Das and Deepika

Padukone as Brand Ambassadors

TARGETINGNESCAFE CAPPUCCINO

Targeted to • Premium urban consumers• Core audience aged 17-30• Concentrates on the theme

of “The magic world of endless pleasure”.

NESCAFE CLASSIC Targeted to

• The urban professional • Core audience aged 20-30• Concentrates on the

classic taste of coffee with the tagline “Coffee at its

Best”

PositioningNescafe’s positioning is

“1 coffee cup, 1 good feeling ”

The TVCs and all Promotional Messages focus on passing love

between two person. Sharing a cup of coffee is shown as a

symbol of sharing happiness.

The Red Nescafe mug is another popular symbol which associates the

Brand Nescafe with the concept sharing happiness.

Nescafe Classic is positioned as “100% Pure Instant Coffee”

Nescafe Cappuccino is being positioned as “A true Café”

Tvc and Print Ads

They all focus on positioning the brand as a symbol of shared happiness.

THANK YOU