Nescafé uses differentiated and niche marketing strategies to target different customer segments. It offers various products like Nescafé Classic, Gold, Collection, and 3ü1 Arada tailored to different lifestyles, occupations, ages, and locations. A new product, Nescafé Green Blend, aims to attract health-conscious customers. The document also identifies several potential target segments for Nescafé including students, professionals, and managers and discusses their characteristics. Finally, it provides Nescafé's positioning statement and lists of products.

1. BRAND

2. NESCAFE BACKGROUND

3. Nescafe Segmentation
Differentiated Marketing
Nescafé selects differentiated marketing strategy by
targeting the different segments in the market. It offers
different products for different segments, and each
segment receives a customized product such as Nescafé
Classic, Nescafé Gold, Nescafé Collection, Nescafé 3ü1
Arada, Nescafé Cappuccino, Nescafé Xpress.Nescafe
Classic also targets different segments. For example,
Classic 2 gr. targets students who needs coffee at any
time any where, whereas Classic Kavanoz 200 gr. targets
families with family size of 4 or more. Another example
would be Classic Ekonomik Paket 100 gr. that aims to
catch the lower income level families
Niche Marketing
With its new product Nescafé Green Blend, company aims
to catch potential customers who want to live healthily by
ensuring new product’s natural ingredients and unroasted
green coffeee beans.
.

4. Several potential target segment:
1)Occupation: StudentsAge: 15-23
Lifestyle: Busy P
Denstiy: Urban G
Personality: Ambitious, outgoing P
Occasion: Seasonal (at exam times) D
Benefits: Convenience B
User Status: Potential user, regular user, first-time user B
User rate: Light user B
Loyalty Status: Medium B
2)Occupation: ProfessionalsAge: 23-31
Lifestyle: Western P
Denstiy: Urban G
Personality: Inspired, outgoing P
Occasion: In the mornings D
Benefits: Quality B
User Status: Regular user B
User rate: Medium user B
Loyalty Status: None, medium, strong B

5. 3)Occupation: ManagersAge: 46-60
Family Life Cycle: Married w/children D
Lifestyle: Hard-worker P
Denstiy: Urban G
Personality: Ambitious P
Occasion: Regular B
Benefits: Speed B
User Status: Regular user B
User Rate: Heavy user B
Attitude toward product: Indifferent B

7. Segmentation target and positioning
Nestles promising to providing quality products to Singapore people. dates back more than 90
years ago trading MILKMAID condensed milk by Anglo-Swiss Condensed Milk Company.After
the some years it has been provided in Singapore for Singaporeans, Nestlé has won the trust
of Singaporeans for being a food maker with the maximum safety and quality measurement
with this products.Nestlé started its business and operation in Singapore in 1912 and has
become successful in this country, largely as a net result of its operating principles. These
seek primarily to:-Offer Singaporeans the mostly safety and quality measurement in our food
and beverage products in Singapore.Nestle Utilized the most new and up-to-date advance
technology and its accounted science-based experienced in the manufacture of milk food
products.Nestle takes its broad responsible partner as a corporate citizen member by
availability in community and social projectsthat contribute to the speedy development of the
country

9. Nescafe product include:
Nescafé Original Blend
Nescafé Classic
Nescafé Clasico
Nescafé Dolca [12]
Nescafé Gold Blend, (in Sweden called 'Lyx' as in
'Luxury')
Nescafé Gold Blend Decaf, (in Sweden called 'Lyx' as
in 'Luxury')
Nescafé Gold Blend Half Caff
Nescafé Black Gold
Nescafé Spécial Filtre (in France)
Nescafe Blend 43
Nescafé Blend 37
Nescafé Decaff
Nescafé Half Caff
Nescafé Fine Blend
Nescafé Partners Blend (Fairtrade)
Café Parisien (The Paris experience)
Nescafé Suraya
Nescafé Alta Rica
Nescafé Alta Rica Decaff
Nescafé Allen
Nescafé Cap Colombie
Nescafé Espresso
Nescafé Red Cup (available in several European countries)
Nescafé Green Blend (with more antioxidants, available in
Sweden)
Nescafé Azera (barista style instant coffee)
Nescafé Café de Olla [13]

11. Nescafe positioning
MORE FOR THE SAME……
Nescafe is selling its products at the same prices with market average like its
competitors but at the same time presents its customers high level of satisfaction with
respect to quality of coffee.
POSITIONING STATEMENT……
“To people who are inspired and outgoing, cool and trendy,
In the need of starting each morning with an enjoyable taste and original smell of coffee,
Nescafé and its Classic gives the best taste and quality,
That makes you both relax, happy and unsleepy.”

14. BRAND AMBASSDOR

15. THANKYOU
MADE BY:
CHANCHAL TOMAR