1. Executive Summary
Nescafe is the most trusted brand of Nestle. It is paving its way in the sense of popularity,
revenue generation and brand retention toward the mass consumers. Nescafe fascinates its
consumers through mass customization and communication of its products. This thesis paper
has prepared on the basis of the importance of the mostly influenced advertising tools of
Integrated Marketing Communication. A survey has been conducted among small groups of
sample of coffee takers t get the glimpse of Nescafe’s advertising techniques. The variables for
the research have taken from the dependence and the independence factors. The consumers
are the focal point for any sorts of business. And Nescafe is doing a lot more with its
communication strategy to get the ultimate outcome from the market place. The methodology
for this report has been specified and the marketing activities along with the integrated
marketing communication have been identified in the next chapters for getting a clear concern
about the Nescafe and its attractiveness throughout several advertising tools.