Difference between two coffee products with respect to marketing mix variables.

1. Comparison between two Coffee
Products
Nescafé Gold: Basic Coffee Volcanica Coffee Company: Civet
Coffee

2.  Also called as Cat Poop Coffee
or Kopi Luwak.
 The Asian Palm Civet plays a
crucial role in extracting the
civet coffee beans.
 It eats ripe coffee berries and
the undigested coffee beans
are excreted in its poop.
 The beans are collected,
washed and dried.
 The beans are then roasted,
grounded and brewed.
 Completely safe and hygienic
to use.
 Most Expensive and Rarest in
the World.

3. • Premium imported soluble coffee
powder for a distinctive coffee
experience
• Made with choicest Robusta and
Arabica beans grounded 10 times
finer for a smooth taste
• Finest blends crafted by experts.
• Specially designed glass jar

5. • The aroma is strong and rich. It has a hint of
chocolate.
• 100% pure and is the most expensive and rarest
coffee in the world.
• Arrives in a souvenir bag with a numbered
certificate of authenticity.
• Richly pungent. Simple acidity. Gives light smooth
mouthfeel.
• Flavour: Sandalwood, apricot, dark chocolate, plum
blossom, musk and chanterelle-like mushroom in
aroma and savoury-edged cup.
• The beans are harvested from the faeces of wild of
civet cats resident in Sumatra that eat only the ripe
coffee fruit.

9.  Features: Made from mountain
grown Arabica beans.
 Services: Coupons, special offers,
samples & promotions through the
local Nestlé website.
 Warranties: Consumer services on
return/refund or exchange.
 Brand: Nestlé
 Features: Beans are wild gathered
and from civets that are not caged.
 Services: Ships to almost every
country and offers free shipping on
orders above 60$
 Warranties The company accepts
returns within 30 days of receipt of
the package. Refunds are issued
minus any shipping charges
 Brand: Volcanic Coffee Company

10.  Price:
50 g is ₹ 265/-
100 g is ₹ 434/-
200 g is ₹ 799/-
 Discounts: Discounts can be allowed
by the retailer.
 Allowances: Can be paid through
Gift Cards, Vouchers & Promotional
Codes(online).
 Handling Charges:
Shipping charges ₹ 40 (if bought online)
 Price:
56g is $ 70 i.e. ₹ 4,850/-
450 g is $ 400 i.e. ₹ 27,710/-
 Discounts: No discounts allowed.
 Allowances: None
 Handling Charges:
Sales Tax $ 40 i.e. ₹ 2,770/-

11.  Tagline:
“It all starts with a Nescafé”
 Advertising:
Advertising Campaigns,
Newspapers,
Digital advertising (social media and
sponsoring websites),
Television,
Public relation activities,
Excellent branding – Nestlé
 Tagline:
No specific Tagline as the company is a
small private company, not as huge as
Nestle.
 Advertising:
Digital Advertising only.

12.  Sale Promotion:
Couponing, sampling, premiums,
Nescafe contests and techniques etc.
are used.
 Publicity:
By direct marketing the consumers
are suggested to purchase directly
from the manufacturer in a low price.
 Public Relations:
Necessary to build a good relationship
through print media, TV and social
media.
Providing good consumer service.
 Sale Promotion:
Promo Codes, Free Shipping and other
deals are provided by the retailers.
 Publicity:
Don’t publicise directly but have put up
their products on popular e-commerce
sites so people become aware.
 Public Relations:
Provides genuine reviews on their
official website about the quality.
Has established consumer-friendly
rules which are also mentioned on the
site.

13.  Manufacture units in India:
Moga (Punjab)
Choladi (Tamil Nadu)
Nanjangud (Karnataka)
Samalkha (Haryana)
Ponda and Bicholim (Goa)
Pantnagar (Uttarakhand)
Tahliwal (Himachal Pradesh).
 Coverage: Almost all coutries
 Locations: Almost all countries
 Manufacture place(main): Atlanta,
USA
 Coverage: Almost all countries
 Locations: Atlanta, USA