The document discusses marketing segmentation strategies. It defines positioning, targeting, and segmentation. For segmentation, it analyzes geographic, demographic, psychographic, and behavioral factors. It then outlines Nescafe's specific segmentation strategy, targeting urban young adults with active lifestyles. The strategy positioned Nescafe as refreshing brain and keeping people going. A 2014 video increased Nescafe's brand value and sales.

1. Submitted by:
Gomini Gupta
23-MBA-2016

2. Positioning
It is the manipulation of a brand to create a positive perception
in the eyes of the public.
Targeting
It refers to picking a specific group or small set of groups to
which a business will advertise.
Segmentation
It means dividing a market into smaller group with distinct
needs, characteristics, or behaviour.

3. Sept 5, 2014: The video was uploaded on YouTube.
Sept 8, 2014: 290,000 views on YouTube, 4281 Facebook
fans shared the video, 148,000 followers on Twitter.
November 2014: Sales $10.5Bn
Brand Value increased from $6.67mn to $17.8bn
Users: 25% growth to 16.88 million by the end of 2014.
https://www.youtube.co
m/watch?v=u1whG-
9BjsQ

5.  Geographic segmentation : city size segmentation,
urban /sub-urban/rural
 Demographic Segmentation : Main focus on the age
group and the income
 Psychographic segmentation : Social Class,
lifestyle, personality
 Behavioral segmentation : benefits, user status,
usage rate, occasions.

6.  Urban/sub-urban
 Target age group : young adults
Target income group : middle and high income
 Target social class : upper , upper-middle & middle-middle
Lifestyle : active lifestyle
Personality : Confident, Positive, Success and Achievement-
Oriented, Getting started in life, Dynamic and Optimistic. People
who are willing to overcome their shortcomings
 Benefits : People seeking to stay awake, people seeking to keep
going, refreshment for the brain.
User status : nonusers, potential users
User rate : Nescafe tries to capture heavy to medium users.

7. Nescafe, with a new brand baseline ”It all starts with a Nescafe”
highlighted the opportunities that can be triggered by or around a cup of
Nescafe. This repositioning helped the brand to consolidate its competitive
advantage on the market.
With this ad, Nescafe has maintained its position :
With a red mug that is associated with it.
As an instant coffee mix.
Brain refreshing. Helps get ideas/ think differently.
As a companion, that’s there with you in struggling period.
Keeps you going.
Keeps you awake.
We all fall, get up and complete the race of
life! And while we huddle up with friends,
family and the world to celebrate the
success, it is only that one companion that
silently stays by our side all through the
journey, right from the start, never letting
us give up & keeping us on plan -
NESCAFÉ! #ItAllStarts