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Strength
 Innovation
• Birth of instant coffee.
• Coffee vending machine.
• “Our Look beyond the cup” initiative.
• Coffe...
Strength
 Varieties
• Nescafe classic, Nescafe original, Nescafe gold blend, Nescafe green blend
etc (~10 products).
• St...
Weakness
 Health conscious people avoid coffee
 Segmentation :- Students, professionals, Upper and middle class.
 Nesca...
Weakness
 Promotions through coffee outlet chain.
 90 % of India total domestic coffee consumption is by 3 Southern stat...
Opportunities
 Highlight health benefits of Coffee as a part of Marketing campaigns to gain
more trust and loyalty in the...
Opportunities
 Launch premium coffee products in India which cater to the
taste of Indian preference E.g. Nescafe Gold, D...
Threats
 Bru’s marketing and expansion strategies pose a threat to the market holding of
Nescafe in India
 Competitors m...
Threats
 Bru’s marketing and expansion strategies pose a threat to the market holding of
Nescafe in India
 Competitors m...
Nescafe SWOT
Nescafe SWOT
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Nescafe SWOT

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Nescafe SWOT

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Transcript of "Nescafe SWOT"

  1. 1. Strength  Innovation • Birth of instant coffee. • Coffee vending machine. • “Our Look beyond the cup” initiative. • Coffee blending  Ability to penetrate tea loving market like India. • Entered India with a promotional line that says “Coffee with life in it, ready in just 5 sec”.  Availability • With strong distribution channels it was made available at very ground level. • Targeted different segments & occasions.
  2. 2. Strength  Varieties • Nescafe classic, Nescafe original, Nescafe gold blend, Nescafe green blend etc (~10 products). • Strong brand name.  Wide price range of products which suits the budget of different sections of society.  Promotions – • Nescafe logo , Red mug and jingle <Pa para ra pa ra ra> adds to the Brand value and the Unique identity of its products. • Effective promotions campaign through Advertisement, Movies, Print and Online. • Deepika Padukone,Karan Johar, Purab Kohli and Vir Das as the Brand Ambassadors for Nescafe.
  3. 3. Weakness  Health conscious people avoid coffee  Segmentation :- Students, professionals, Upper and middle class.  Nescafe is known to be the choice of common man and those pose attractive to the sophisticated palate  Usage rate low in tea loving country like India.  Health benefits of coffee not highlighted  Promotions do not clearly showcase the different products of Nescafe and only target Nescafe as a sole brand.
  4. 4. Weakness  Promotions through coffee outlet chain.  90 % of India total domestic coffee consumption is by 3 Southern states.
  5. 5. Opportunities  Highlight health benefits of Coffee as a part of Marketing campaigns to gain more trust and loyalty in the brand.  Target Rural markets with Ad Campaigns, Radio and Print ads which would work as a catalyst to increase market share.  Increase and improvise the distribution channels in Rural areas.  Target Housewives and Old- Aged segments in Promotional campaigns as they have a lot of potential to contribute to the market share and brand equity.
  6. 6. Opportunities  Launch premium coffee products in India which cater to the taste of Indian preference E.g. Nescafe Gold, Decaf Coffee.  Increase the ‘ Cafe Nescafe ‘Coffee Shop outlets to meet the growing lifestyle demand, of drinking coffee at a ‘coffee shop’ like competitors – Bru Café, Café Coffee Day, Costa Coffee, Starbucks.
  7. 7. Threats  Bru’s marketing and expansion strategies pose a threat to the market holding of Nescafe in India  Competitors may reach the rural Indian market which is still untapped before Nescafe does.  Competition from beyond hot drinks – the expansion and diversification of soft drinks, which are effectively targeting trends towards health and convenience, pose a notable threat to Nestlé's hot drinks products.
  8. 8. Threats  Bru’s marketing and expansion strategies pose a threat to the market holding of Nescafe in India  Competitors may reach the rural Indian market which is still untapped before Nescafe does.  Competition from beyond hot drinks – the expansion and diversification of soft drinks, which are effectively targeting trends towards health and convenience, pose a notable threat to Nestlé's hot drinks products.

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