3. Brand Name: Nescafe
Parent Company: Nestle
Year of Establishment of Nestle: 1866
Nestle was established in Switzerland by
Henri Nestle
Started journey in bangladesh:1994
Located in Gazipur
Brief Overview:
The new product was named NESCAFÉ – a
combination of the Nes-root of Nestlé and
the word café.. Now a day’s coffee has
become popular in Bangladesh.Although tea
culture exists in the country, Nescafe is
creating culture of having coffee day by day.
So Nescafe is the pioneer brand in the coffee
market.
n Europe. Now Nescafe concentrates on
young generation so they launch
REDvulation camping.Their new slogan is
now, “It all start with Nescafe”
.
Introductio
n
5. People prefer tea more than coffee here in Bangladesh.
With the adoption of new trends now people are switching
into coffee trends now. But the frequency of switching into
coffees are not high enough. Because of in Bangladesh,
street side tea shops and tea businesses are more than
coffee shops
6. ◾ NESCAFÉ is available around the world in
different blends and flavours, which are
adapted to local taste.
◾ NESCAFÉ comes in different sizes and at
different price points
◾ From our affordable priced products to
premium products such as NESCAFÉGold or
NESCAFÉ DolceGusto
7. ◾ Nescafé’s market consists of basically coffee
drinkers, especially people who are in the
need of instant and qualified coffee that
stimulates body within a day.
◾ Due to its convenience, it is a quick solution
for people who want to enjoy it at home,
work or school accordingly.
It targets each of them in different ways.
10. Segmentation
Geographical Segmentation
Nescafe has divided the country into four segments i.e. Southern,
Northern, Eastern and Western.
The Southern Segment consumes the most amount of Coffee and
prefers hard and roasted coffee.
Where was in Northern region, Nescafe instant coffee is consumed
in higher quantities.
Demographical Segmentation
Nescafe has tried to segment every age group, families, region,
gender and different socio-economic.
11. Segmentation
Past
Nescafe was targeted to morning
people
Present
Nescafe is now targeting theYouth
According toAndrew Ward,
worldwide account director of
Nescafe has launched a $30 million
global campaign, specifically aimed
at 16-24 years old.
According to McCann-Erickson
World Group, coffee is the most
popular drink among the youth.
Use of Youth Icons like
Purab Kohli, Vir Das and
Deepika Padukone as
BrandAmbassadors
12. Examples
NESCAFE CAPPUCCINO
Targeted to
• Premium urban consumers
• Core audience aged 17-30
•Concentrates on the theme of
“The magic world of endless
pleasure”.
NESCAFE CLASSIC
Targeted to
• The urban professional
• Core audience aged 20-30
•Concentrates on the classic taste
of coffee with the tagline “Coffee at
its Best”
13. Positioning
Nescafe’s positioning is
“1 coffee cup, 1 good feeling ”
The TVCs and all Promotional Messages focus
on passing love between two person.
Sharing a cup of coffee is shown as a symbol of
sharing happiness.
The Red Nescafe mug is another popular symbol
which associates the Brand Nescafe with the
concept sharing happiness.
Nescafe Classic is positioned as “100% Pure
Instant Coffee”
Nescafe Cappuccino is being positioned as “A
true Café”
16. ◾ One of the very first commercials of Nescafe classic in
India
◾ Throughout the advertisement it can be seen that the
characters in the ad are sipping coffee at the start of a
day or work (Targeting morning time)
◾ Target People
Youngsters
Artists
A book store owner
A corporate rushing for a meeting
Proffesionals
17. ◾ A slight change in the positioning from the previous
advertisement.
◾ Nescafe released three slightly different
advertisements following the same theme.
◾ The ad shows a couple enjoying the moment in the
rain, a group of friends chatting while enjoying coffee.
◾ Target People
ACouple
Friends
(UrbanYouth)
23. Lack of drawn between other companies:Currently many instant coffee chains are entering in the instant coffee category
market.Their instant coffee tastes are almost coping with the taste of Nescafe. So some people are likely to choose other
brands over Nescafe.
The weak breadth of brand salience:Nescafe appears to be excelling at the depth of attractingits consumers. But the
brand does not surface in consumers mind that easily or frequently in general coffee purchase and consumption situation.
The lack of strong and unique compared to other brands: Nescafe is generally described as a brand consumers are
neutral about. Even though they are aware about Nescafe, the brand held a little importance or significance to them.They
are losing favorable associations as well than other brands.
Lack of relationship with young generation: In spite of having a significant portion of young consumer, Nescafe is falling
behind to create a significant relation with the consumers.This is costing the brand to some extinct in the market.
Lagging behindConsumerTrends: Different people in different region follow different trends.Some people are facing
difficulties that the company is currently creating miscommunications in some portions of their businessareas.
Incongruence in BrandCommunication: Despite efforts to reach out to consumer via events, NESCAFÉ’ has not been
leveraging on these efforts to its full potential.Sometimes it makes its appearances at events of no relevance (e.g.Gaming
road shows, etc), making it hard for people to associate the brand with anything in particular.
