In early 60’s in North America, Nescafe
launched its “instant coffee”.
Aimed at middle class and even low medium
income strata of busy housewives- in the
urban and semi urban territories.
The most important point is that instant coffee
will save time.
Easily available at retail stores and in different
Good flavour ,colour and taste.
Good distribution channels.
Important feature is that “ instant preparation”.
Major importance was given on the house wives
Proper promotion was not done.
Guilt feeling of the housewives.
Tie- up with corporates to promote their
Wrong message was conveyed by the pictorial
Feeding coffee to household pets can created a
Guilt feeling was intensified in the minds of
Sudden downfall in sales because they could not
understand the current market scenario.
Promotional campaign was not done appropriately.(
Coffee given to household pets).
Segmentation was not correctly. (children below 15
years are not the right target group for consumption