EXECUTIVE SUMMARY Nescafe is looking to attract and retain a young and enthusiastic individuals

Market. Nescafé at the same time is targeting young female market too which it feels

potentially very strong in terms of coffee in Pakistan . These potential consumers are

urban based, and are not price sensitive when purchasing coffee but never the less still

take it into account. They currently favor café coffee and do not frequently purchase

instant coffee. Nescafe is looking to be the leading brand of instant coffee within the

supermarket café coffee market. Nescafe aim to encourage potential consumers to buy

our new café menu range through the perception of the brand with respect to

competitors within the gourmet segment.

In the SWOT Analysis We have detailed Nescafe’s strengths weaknesses

and opportunities in the current market using demographic trends, historical

contexts, industry analyses, market analyses, competitor analyses and market

segmentation. Nescafe’s then follows this with the Marketing Objectives and Behavioral

responses of the consumers.

We also identified a completely new segment of innovative consumers who are

willing to have a different feel of the coffee flavor. We introduced 3 different flavors

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under the umbrella of Nescafe with the name of Nescafe Kappi Kottai Coffee with

different SKU’S in Pakistan to attract variety seekers in Pakistan. Coffee under the

name of Nescafe Kappi Kottai targeting the youth especially the young and exciting

students and those who want to look different, stylish and sexy

TABLE OF CONTENTS

1. History of the company____________________________________________ 4

2. Current Market Situation___________________________________________ 4

3. Market Description_______________________________________________ 5

4. Product Review__________________________________________________ 5

5. Competitive Review______________________________________________ 6

6. Channels and Logistic Review______________________________________ 7

7. Swot Analysis___________________________________________________ 8

8. Basic objectives of Nescafe________________________________________ 99. Marketing strategy_______________________________________________ 9

10. Product strategy________________________________________________ 10

11. Postioning ____________________________________________________ 10

12. Price Strategy__________________________________________________ 11

13. Place_________________________________________________________ 12

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14. Promotion Strategy______________________________________________ 13

15. Marketing Research_____________________________________________ 14

16. Introduction of new Kappi Kottai Kold Coffee__________________________ 15

17. Target Market__________________________________________________ 17

18. SKU_________________________________________________________ 17

19. Product_______________________________________________________ 18

20. Price__________________________________________________________19

21. Place________________________________________________________ 19

22. Distribution Scenerio____________________________________________ 20

23. Promotion___________________________________________________ 20

24. Product______________________________________________________ 21

25. Actions Program_______________________________________________ 21

26. Control______________________________________________________ 22

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History of the company

Original of Nescafe was born in Switzerland; it was the largest industrial company. Nescafe was the top 10 companies of the world. Nescafe got a Flagship Coffee Brand and make income to Nestle (Thailand) mostly. Nescafe was market share about 80% from total coffee market about 12,000 million bath.

Nescafé, a brand introduced by the Nestlé company, can be traced back to the 1930s. In the United

States, the Nescafé name was used on its products until the 1960s. Later, Nestlé introduced a new brand

in the US called "Taster's Choice", which supplanted Nescafé for many years. Taster's Choice was also

introduced into Canada at the same time, and continues to be sold as a separate product, branded as

superior to Nescafé, and is higher priced.

NESCAFE’s mantra is HUM HAIN JAWAN! Celebrate your youth. Celebrate your individuality. Enjoy NESCAFE and lead your life your way.

Nescafe products that are available in Pakistan include:

Nescafe Classic

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Nescafe Frothe Nescafe Frappe Nescafe Matinal Nescafe Gold

Current market situation Pakistan’s growing urban population and changing preferences of young consumers

from tea towards coffee helped total coffee volume sales increase by 7% in 2011. While tea remains the more popular drink as compared to coffee, the demand for coffee is rising due to a higher social value placed on coffee. This can be seen in the growing number of coffee shops in large cities as compared to outlets exclusively serving tea and a growing number of young consumers exercising their spending choices in favor of coffee.

Nestlé, with its brand Nescafé, led sales in 2011 with a 47% share in off-trade volume terms. Nescafé is considered synonymous with coffee in Pakistan, as it is the oldest and most prominent brand of coffee available in the country. A strong distribution network helps its cause as consumers can purchase Nescafé coffee from a wide range of distribution channels and any retailer stocking coffee would begin with Nescafé.

Coffee will continue to gain in prominence and acceptability among consumers over the forecast period, leading to strong volume growth. Rising costs, especially costs related to importing, will push up unit prices, leading to stronger growth in value sales. This will put downward pressure on coffee, but, given the high rate of inflation across the board, coffee will not stand out in any way in terms of higher prices.

Market description

Nescafe currently market to a large and varied segment of the instant coffeemarket, however some of the obvious target markets are-The young adult café culture segment who not only drink coffee but consume it for social reasons.-Upscale, quality driven, higher income consumers-And the middle class consumerNescafe already has a strong brand name that gains brand recognition and loyalty with existing markets however Nescafe needs to build on brand equity towards the younger generation who

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are now distinguishing and generating the demanding coffee culture. Nescafe Classic is the dominant seller. It is aimed at large overall market and tactically uses economic benefits. The low prices make it difficult to find a better quality brand at such an affordable price. The Decaf, Fine Blend and Espresso ranges are also inexpensive and are aimed at an older market that know what they like in terms of drinking instant coffee and are satisfied with basic coffee. Nescafe have produced and retained reliable products under their brand name.The strategy is to ultimately generate a segment with an emphasis on the young ‘professional’s’ lifestyle. Nescafe have noticed the increase of a coffee culture lifestyle that is being adopted by students and young professionals and have decided to focus on the psychographics and lifestyle dimensions of the intended market.

Nescafe aim to target the innovator and the thinker type consumer; with the intention of turning them into Believers of the Nescafe brand as they age.

Product ReviewNESCAFE CLASSIC

N E S C A F E , N e s t l e ’ s i n t e r n a t i o n a l f l a g s h i p b r a n d , i s l o c a l l y r e p a c k e d a n d m a r k e t e d i n 2 g m . a n d 2 5 g m . S a c h e t , 7 5 g m . b o t t l e s a n d 5 0 0 g m . S o f t p a c k s . T h e b r a n d e n j o y s a s p e c i a l position in the country's coffee consuming segment.

NESCAFE FROTHE

N E S C A F E F r o t h e ( O r i g i n a l ) , a p r e m i x i n 1 8 g m . s i n g l e s e r v e s a c h e t , w a s l a u n c h e d i n J a n u a r y 2 0 0 0 . T h e p r o d u c t p r o f i l e Good Food, Good Life w a s d e v e l o p e d t h r o u g h c o n s u m e r r e s e a r c h a n d w a s a c c o r d i n g l y o f f e r e d a s a s w e e t , c r e a m y a n d f o a m y c o f f e e . E n c o u r a g e d b y e x t r e m e l y g o o d c o n s u m e r r e s p o n s e t o t h i s c a p p u c c i n o s t y l e c o f f e e , F r e n c h V a n i l l a a n d M o c h a f l a v o r s were introduced in November to offer a wider choice and to e n h a n c e t h e y o u n g a n d f a s h i o n a b l e i m a g e o f t h i s m i x e s category.

NESCAFE FRAPPET o p r o m o t e s u m m e r c o n s u m p t i o n o f c o f f e e a n d t o c h a n g e consumer perception that coffee is only a winter beverage,N E S C A F E F r a p p e w a s l a u n c h e d i n J u n e 3 0 0 0 . T h i s i c e d , c r e a m y , r e a d y - t o - d r i n k c o f f e e i n 1 8 0 m l s l i m p a c k w a s p o s i t i o n e d t o a p p e a l t o t h e y o u t h a n d g a i n a s t r o n g s h a r e from other summer beverages. The launch was extensivelysupported by promotional programs in major towns and the product is fast gaining in popularity.

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Competitive review

MaxwellTHE MAKERS of Maxwell House coffee and Pepsi-Cola soft drinks have formed a joint venture to sell ready-to-drink canned coffee. Maxwell is targeting matured drinkers of coffee who want to feel the strongest of traditional coffee. The high prices of Maxwell indicates that the audience they look for are high income class people who want to sit back and relax at their home with a cup of coffee in their hands. Maxwell in Pakistan comes in a 150g jar. The price of the jar is Rs.525.

Moccona

Targets the main household shopper, aged 25 – 60, mid to highDisposable income. It is the most expensive instant coffee on the market andAdvertising stresses its rich, European background and flavor. This is potentiallyThreatening, as it would appeal to the younger ‘yuppie’ market that is enteringthe market. The current market price of Moccona in Pakistan is Rs.750 for a 150g Jar.

Riva

Have a specific target audience who are younger consumers like students.They are potentially threatening to Nescafe as their intended market developsLoyalty to brand at young age. Similar pricing structure to Nescafe. IncreasingMarket share. Younger brand. Launch of Riva in Australia affected the maturityAnd stability of the instant coffee market with respect to Nescafe. Riva price of a 150g jar is Rs.625.

Lavazza

Lavazza’s strengths include an excellent international marketing campaigntargeted at younger female gourmet coffee drinkers. Lavazza responded torivals by building on their unique advantages; as a national firm with a homefieldadvantage; advertising to Italian tastes, culture and lifestyle. With theclaim ‘Italy’s favourite coffee’ and one of the more expensive brands in their category it obtains a high-perceived quality. The price of Lavazza is Rs.650 of a 150g jar. Lavazza is only available in big supermarkets like Agha’s and Hyperstar in Pakistan.

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Channels and logistic reviewDISTRIBUTION SCENERIO:

Coffee distribution is two intermediary level, wholesaler and retailers. The company has

Vertical Marketing System. This channel is used to make Nescafe product available in the

market for customers' convenience. It is ensured that Nescafe is convenience and extensively

placed in all super stores and grocery shops of Pakistan.

Swot analysis

SWOT Analysis

Strength

1. Strong Nestle brand name 2.Excellent advertising and visibility 3.Good product distribution and availability 4.Lots of flavors and varieties available

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DISTRIBUTORS

RETAILERS

CONSUMERS

MAIN IMPORTER

5.Good quality control over the products

Weakness

1.Health conscious people avoid coffee as it Contains caffeine 2.People avoid caffeine if they are health conscious 3.They have to pay a lot of sales and indirect taxes 4.They have a price point portfolio system

Opportunity

1. Tie-ups with corporates 2.Cheaper packets for rural areas 3.They must reduce their price according to the places they are selling their products 4.They can expand their business into the rural areas 5.They can simplify their taxing schemes

Threats

1.Health conscious people avoiding coffee2.Food inflation causes threats to companies like Nestle 3.Competitors in the global market4.Many people avoid coffee due to their health reasons

BASIC OBJECTIVE OF NESCAFE

The basic objective of Nescafe is to capture the big hot beverage market of Pakistan, because it

is found that Pakistan is a place where people are big Drinkers of tea and other hot beverages,

so it is a promising factor for the brand like Nescafe to grow rapidly. Plus the Nescafe want full

customer loyalty towards their brand and they are successful in this regard.

Marketing StrategyNescafe marketing strategy is based on a positioning of product differentiation. The strategy is to ultimately generate a segment with an emphasis on the young ‘professional’s’ lifestyle. Nescafe have noticed the increase of a coffee culture lifestyle that is being adopted by students and young professionals recently. Nescafe intend to address potential consumers who currently do not purchase instant coffee, who are students or young professionals, largely female, 18 –29 years old who live in an either an urban or suburban area and have a low to middledisposable income. They are interested in presenting themselves as sophisticated, sexy and strong but also fun, exciting and intriguing. They want to obtain a positive perception of themselves and are looking to differentiate themselves from teens and the younger generation.

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These consumers are socially inclined however don’t mind indulging by ones self. There is a high chance these consumers will be interested in organic and fair trade products.Nescafe secondary consumer market is to target the innovator and the thinker type consumer; with the intention of turning them into Believers of the Nescafe brand as they age. Upscale, quality driven, higher income consumers and the middle class consumer.New marketing strategies by nescafe

Nescafé Pakistan’s Facebook Page has come up with a brand new Application by the name of Nescafé Basement. Targeting the Pakistani youth, the application has been branded red which is a color well associated with Nescafe and has motivated a large audience to attract a large audience towards their favorite coffee and its social media innovation. Nescafé basement is an innovative new platform for bathroom singers and striving music stars alike. It takes into lime light a host of new talent from the local scene. This young talent is then featured on Nescafé Pakistan’s page, for Nescafé fans to admire and discover. Talent ranging from a diverse background and all walks of life are being given a chance to showcase their performances. This gives them a fair amount of publicity and spotlight and an early boost in their passion for music. You can find interviews and videos of these kids during their jamming sessions, as well as a brief round-up of their music journey, their life and inspirations. These chosen singers were also aired on television through various channels including Oxygene, Style 360, Tv One, Metro One and A Plus.

Positioning

The Product positioning strategy includes that how the customer perceive your product in his

mind. Nescafe have a favorable reception from the consumer in terms of attributes, quality,

price, competitor and product use. The logo they use for Nescafe is “Open your mind”.

At this moment Nescafe is following the multiple brand strategy because now they are

targeting the different segments in the market, for rapid expansion in market share, and they

doing it with the help of Nescafe frothe, Nescafe gold, Nescafe instant and Nescafe classic.

Product Strategy10 | P a g e

Nescafe following the strategy of producing Standardized products, they believe that with little

modification in offering and style, its look to be little customized but actually it is a standardized

product.Nestle includes the product improvement, product imitation and product innovation.

In the perspective of Nescafe the product innovation strategy play role, because the

introduction of the Nescafe vanilla might change the taste of consumer and styled Nescafe a

product innovation follower. In this particular strategy, the emphasis on the Quality, because in

hot beverage business the quality is also needed with taste. The ultimate objective of Nescafe

in terms of quality should be delight the customer in every way possible providing level of

service, product quality, product performance, and support that are beyond his or her

expectations. It is found that Nescafe is maintaining quality with vending machines installing in

institutions and other places.

Pricing Strategy

MARKET ENTRY STRATEGY

This company is using marketing Skimming strategy when they enter into the market of

Pakistan, because at that time they believe that their target customer for coffee belonged to

upper class, after that with the success of this strategy they reduce their prices and target the

upper middle class, but that strategy doesn’t form into penetration.

PRICING STRATEGY FOR ESTABLISHING PRODUCTS

For Nescafe, the focus is focus on the maintaining prices because in circumstances where a

price change may be desirable, but the magnitude of change is undeterminable. It is found the

competitors of Nescafe are very week in terms of having market share, so it give company a

edge on competitors to maintain prices while introducing new product.

PRICE LEADERSHIP STRATEGY

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Nescafe is at the moment having a price leadership strategy and it is because it fulfills all the

requirements of a successful price leadership.

FLEXIBILITY IN PRICING STRATEGY

Yes they have flexibility in their pricing strategy but only for the Institutional businesses,

otherwise they stick on with same prices in market. And this is because their competitors are

not powerful and not in a position to dictate Nescafe to create flexibility in pricing.

PRODUCT LINE PRICING STRATEGIES

The pricing for the Nescafe product line with lead competitor is :

For 50g bottle Rs.75/- compared with Maxwell Rs. 80/-

For 100g bottle Rs.135/- compared with Maxwell Rs. 150/-

For 200g bottle Rs. 265/- compared with Maxwell Rs. 265/-

For Sachet of Frothe Rs.8/-

Place Strategy

FOR PROMOTION

For the promotion purposes Nescafe is using single channel strategy, which includes the only

wholesaler, which help the company to reach the optimal number of customers in a timely

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manner at the lowest possible cost while maintaining the desired level of control. Company is

also providing product direct to retailers as well

CONFLICT AMONG CHANNELS

We find that there is no conflict among distributors in Pakistan because the company actually

divided Pakistan into region and areas are assigned different regions for the distribution of the

product. But the real problem is this that the smuggled coffee is actually sold by the retailers

through some wholesalers that creates a huge problem.

SOLUTION

The company is trying to solve this problem by employing ban on the smuggled coffee, and they

restricted that if anyone found selling the smuggled coffee he would be sued by all means.

Marketing Promotion Strategy

Nescafe management concentrated on promotion, but emphasis is mostly on print media,

which includes Banners, Newspapers, Articles, Broachers, and Handouts.

They are tried advertised their product also through electronic media, but it is not used to

project the local culture of Pakistan and you see that the advertisement on the television

project the International cultural environment.

They also advertised their product through events like giving sponsor cricket matches, held

cultural nights at Basant festival and Valentine day.

The company is not using personal selling for the promotion of their product, because they

believe that they are capturing their target customer at the percentage of more than 80%.

So in our opinion they are using only advertisement for their promotion.

STRATEGY OF MEDIA SELECTION

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The selection of the media in case of Nescafe is very different as compared to others. Nescafe

believes that their competitors are not retaliating in terms of advertisement on television, so it

is better for the company to stay with advertisement on print media, so in this way they can

save their cost to great extent.

VENDING OPERATIONS

Nescafe is adopting tool of vending operations helps the company to promote their product in

institution and offices, it involves 100% investment from the Nescafe and 0% in investment

from that institution. Vending machines are coffee machines.

Marketing Research

Using research Nescafe is identifying the specific features and benefits that the target market

segments value. Feedback from market tests,surveys,and focus group will help Nescafe to

develop more variation and innovation in the product along with product quality improvement.

The reesearch will also enable Nescafe to know the taste and preferances of the target market.

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Introduction of a new Cold Coffee flavor named

KAPPI KOTTAI KOld by Nestle for the first time

in Pakistan

"Nescafe KAPI-KOTTAI KOLD"

KAPI KOTTAI KOLD – A unique and identifiable symbol association, name or trademark which

serves to differentiate competing products, both a physical and emotional trigger to create a

relationship between consumer and product.

Our new product name is Kapi Kottai Kold. It is taken from TAMIL (SRI LANKAN) language

which means cold coffee. It is very unique and attractive name. We are launching for the

first time ever in Pakistan in good packaged form. A brand is much more than just a logo. It

is a set of ideas, a measure of behaviors and a way of doing things.

Our product is different than the other brands. Because we are putting some mints and

cooling crystals in this coffee. This coffee will be in a glass and it will expired after six

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months. After purchase our coffee, you only have to put that glass in the freezer or put

some ice then after having it, you will be fresh or cool.

Our brand is truly for customers. We believe in customer orientation and providing them a

want satisfaction driving us to continuously innovative in our product. We assume that the

product will have different flavors however, at very initial stage only three flavors-

combinations

1) White chocolate and dry fruits so the name of the flavor is suggested as "ICE WHITE

CHOCOLATE".

2) Vanilla and dry fruits so the name of the flavor is suggested as “ VANILLA ICE

COFFEE”.

3) Oreo biscuits and ice so the name of the flavor is suggested as “OREO ICE COFFEE”.

SLOGAN: “REFRESH YOUR MIND"

Concept:

Our slogan is “REFRESH YOUR MIND”. Our main idea of giving this slogan is that it talks

about the refresh (cool). As we know cold coffee energize us but the specialty of our

coffee is its taste, breezy, refreshes and smell which you can enjoy anywhere anytime.

We want consumer’s life to refresh and chill with unique taste and flavor. This is the

reason of giving this slogan to our product. Our product will definitely refresh mind of

the customer with unique taste in their life as soon as they start using it.

We mean what we are saying in our slogan it will refresh your mind and you will feel

cool after using it and we are keeping our promise by giving unique flavors in cold

coffee. What basically we are doing is refreshing our customer’s life and releasing his

tensions with strong taste, cooling crystals and unique flavors.

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The unique selling proposition (USP) is providing the quality coffee with the taste of

coffee at value based pricing i.e. providing good quality and unique flavor (dry fruits)

with the taste of white chocolate.So if you want to refresh yourself and be cool in your

life then have “KAPI KOTTAI KOLD” which will “REFRESH YOUR MIND”.

TARGET MARKET

SEGMENTING AND TARGETING: YOUTH AND PROFESSIONALS

Our target market all those who want innovation, who want to be cool in their life, who want to

have varieties for e.g. youth around 18-29 and young energetic professionals.

We understand that the target market is youth and professionals. As youth is future so, we

have kept our more focus towards youth because they are the one who always want be cool,

releases their tensions and innovative.

They observe a healthy, fresh and stylish lifestyle. They always want innovation in their lives.

They are outgoing and there exist a cultural change. From typical Pakistani to Americanized

Pakistani influenced by western culture and media.

POSITIONING:

Nescafe Kappi Kota Kold places itself very unique in the mind of consumers by targeting the

young energetic youth and making them perceive Kappi Kotta Kold brand as an energetic and

enthusiastic drink which is completely different if we look at the traditional concept of

coffe.Kappi Kotta transformed the perception by introducing completely the new segment in

coffe by developing new taste and innovative flavors which any one could even think of that

these flavors can too come in to the coffee.

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SKU

We are offering different SKU’s in Kappi Kottai Kold Coffee. All these SKU’s are in 3 flavors as

mentioned previously. Looking at the current status and target market of Kappi Kottai Kold

Coffee we are introducing different SKU’s which are as below:

Coffee bags (50 coffee bags per packet)

150 ml Can (liquid)

250 ml Can (liquid)

5 grams sachet (powder)

50 grams bottle (powder)

150 gram jar(powder)

300 gram family pack(powder)

Product:

Our product is different than the other brands. Because we are putting some mints and

cooling crystals in this coffee. This coffee will be in a coffee bag , can and powder form.

Our brand is truly for customers. We believe in customer orientation and providing them a

want satisfaction and driving us to continuously bring innovativion in our product through

offering different flavors. We assume that the product will have different flavors however,

at very initial stage only three flavors-combinations

1) White chocolate and dry fruits so the name of the flavor is suggested as "ICE WHITE

CHOCOLATE".

2) Vanilla and dry fruits so the name of the flavor is suggested as “ VANILLA ICE

COFFEE”.

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3) Oreo biscuits and ice so the name of the flavor is suggested as “OREO ICE COFFEE”.

Price:

We are initially focusing on cost plus pricing strategy as our product is in the introduction stage.

By being cheap and providing innovative flavors in our coffe we are looking to seek good chunk

of market. At the same time we will also be encouraging bundle pricing strategies in big

supermarkets like macro and hyperstar to promote our brand.

The introductory prices for Kappi Kottai Kold Coffee are:

Coffee bags (50 coffee bags per packet)-------------------------------------Rs. 250

150 ml Can (liquid)----------------------------------------------------------------RS. 30

250 ml Can (liquid)..............................................................................RS. 40

2 grams sachet (powder).....................................................................Rs. 6

50 grams bottle (powder).....................................................................Rs. 250

200 gram jar(powder)...........................................................................Rs. 375

300 gram family pack(powder)..............................................................Rs.500

Place:

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Distribution refers to the step taken to move and store a product from the supplier stage to a

customer stage in the supply chain. Distribution is a key driver of the overall profitability of a

firm because it directly impacts both the supply chain cost and the customer experience.

Distribution creates time and place utility.

Since it is a convenient product, Exotic uses intensive distribution to make sure that the product

is widely available everywhere. The product will be imported from Switzerland and will be

distributed to the 2 main lead distributors of pakistan:

Pakistan commodities importers association

Jawed Iqbal Enterprises

These distributor will further distribute to the locals distributor province city wise

DISTRIBUTION SCENERIO:

Coffee distribution is two intermediary level, wholesaler and retailers. The company has

Vertical Marketing System. This channel will be used to make our product available in the

market for customers' convenience. It will be ensured that our product is convenience and

extensively placed in all super stores and grocery shops of Pakistan.

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WHOLESALERS

RETAILERS

CONSUMERS

LOCAL DISTRIBUTORS

MAIN IMPORTERS

Promotion:PRINT ADVERTISEMENT

Our print advertisement covers the concept of Innovation. Kapi Kottai Kold (Coffee) is showing

that it has the best and unique flavors then other coffee brands. Our print advertisement consists

of the following features:

Innovators a new brand of taste :

The print advertisement is giving the message that innovators have launched new cold coffee

with mint and cool crystals. It is a new and innovative brand which fulfills the consumer’s wants

and needs. So if you want a cup of pure cold coffee and with some flavors and want to refresh

your mind then have a “NESCAFE KAPI KOTTAI KOLD” coffee which REFRESH YOUR

MIND and you will “BE COOL”!!!

TV ADVERTISEMENT :

As everyone knows that TV advertising or marketing is an essential ingredient of success. Any

product or service which is not advertised on the TV tend to be less competitive and can even

give up in front of its rivals. We have planned to promote our product through TV advertising

also, we will not only advertise on one channel rather we have a complete contingency plan of

advertising it on different channels. Although we will be promoting our coffee powder through

radio but TV marketing and advertising is the most powerful tool used for this purpose as it

always brings in positive and prompt results.

RADIO ADVERTISEMENT :

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Our radio advertisement is showing the concept that how much we care for our customers as we

think them as a part of our family. So, “Nescafe” is introducing a new cold coffee “KAPI

KOTTAI KOLD” with some UNIQUE flavors available in all the well known supermarkets in

packaged form rather than any other coffee brands in Pakistan.

Action Programs :

The Nestle kappi kotai coffee will be introduced in October. Following are summaries of the

action programwe will use for first 5 month of next to achieve our stated objectives

January We will launch a Rs.0.5 million trade sales promotion campaign and exhibit at the

major industry to educate dealers and generate channel support for the product launch in

October.

Febuary We will start an integrated print/radio/tv/Internet campaign targeting youth and

middle upper class group including professionals. The campaign will show the 3 newly

introduced Nescafe Koppi Kota flavours which will add a new variety and taste in the coffee.

March Increase up internet marketing campaign as it is the hub of youngsters that we are

targeting. Target colleges and universities and distributing free samples of kappi kota cofee to

the youngsters.

April We will arrange a best movie contest on our facebook official page. The best movie will

win a prize of Rs.500,000. The movie should reflect the theme of Kappi Kotta Coffee and any of

the 3 flavor of Kappi Kota Coffee shall be visible in that videao.

May We plan to move our advertising campaign to an extensive level. Radio and television add

will feature some young celebrities and sportsman mainly cricketers showing what they feel

after experiencing Nescafe Kappi Kota coffee.The add will feature the enthusiasm and energy

created after having Nescafe Kappi Kota.

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Controls:

To ensure proper implementation and control for our action plan we will conduct audit

internally to closely monitor the goals and objectives. This will enable us to react very quickly in

correcting any problems that may occur.

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