This document provides an overview of Nestle India and their Nescafé brand of coffee. It outlines their mission and vision, history starting in 1929, competitors in the market, and details of their marketing mix including products, pricing, placement, and promotional campaigns. It also includes a SWOT analysis and discusses segmentation, targeting, differentiation and positioning of the Nescafé brand in India.

1. MARKETING MANAGEMENT
GROUP NO.7 (21261 - 21270)

3. CONTENTS
1. OVERVIEW OF A COMPANY
2. HISTORY
3. COMPANY PERFORMANCE
4. COMPETITORS
5. GROWTH IN FMCG
6. REVENUE FROM TOP PRODUCT
7. MARKETING MIX
8. SWOT ANALYSIS
9. STPD ANALYSIS

4. OVERVIEW OF THE COMPANY
MISSION:
OUR MISSION OF "GOOD FOOD, GOOD LIFE" IS TO PROVIDE CONSUMERS WITH THE BEST
TASTING, MOST NUTRITIOUS CHOICES IN A WIDE RANGE OF FOOD AND BEVERAGE
CATEGORIES AND EATING OCCASIONS, FROM MORNING TO NIGHT.
VISION:
TO BE A LEADING, COMPETITIVE, NUTRITION, HEALTH AND WELLNESS COMPANY DELIVERING
IMPROVED SHAREHOLDER VALUE BY BEING A PREFERRED CORPORATE CITIZEN, PREFERRED
EMPLOYER, PREFERRED SUPPLIER SELLING PREFERRED PRODUCTS.
• WORLD’S LARGEST FOOD AND BEVERAGE COMPANY(FORBES GLOBAL 2000)
• OVER 2,000 BRANDS WITH A WIDE RANGE OF PRODUCTS
• NESTLE INDIA MANUFACTURES NESCAFE, MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE,
MILKMAIDAND NESTEA

5. THE NESCAFE STORY
1929
2006 1990 1952-1960
1943
1938

6. COMPETITORS

7. Marketing Mix
Product – A cup for every need
•Nescafé Original
•Nescafé Classic
•Nescafé Gold Blend Half Caff
•Nescafé Gold Blend Decaf
•Nescafé Alta Rica Decaff
•Nescafe Blend 43
•Nescafé Blend 37
•Nescafé Black Gold
•Nescafé Classico
•Nescafé Decaff
•Nescafé Half Caff
•Café Parisien
•Nescafé Gold Blend
•Nescafé Suraya
•Nescafé Alta Rica
•Nescafé Espresso
•Nescafé Fine Blend
•Nescafé Partners Blend

8. Marketing Mix
Pricing – The perfect mix of affordability and choice
Nescafe has customized and adapted its pricing strategy to serve the needs of the value-seeking Indian
consumers. It straddles across multiple price bands starting from the Rs 2 sachet pack. This helps increase
penetration by generating trials & thus increasing affordability.

9. Marketing Mix
Place – The strength of wide distribution
Nestle’s well-oiled distribution network powers
Nescafe. Having popular brands in the portfolio like
Maggi & Kitkat supports the pull marketing strategy
of Nescafe as retailers never want to be stocked
out on products with high demand.
Out-of-home was always recognized as a critical
alternate trade channel for Nescafe. Availability &
visibility was ensured in educational institutions,
railways, airlines, offices, food joints, and
restaurants throughout the country.

11. Marketing Mix
Promotion – Campaigns that set it apart
Let’s look at the evolution of Nescafe master brand positioning in India
1990s: Taste that Gets You Started Out (Energetic start to the day)
2010-2013: Switch on the Best in You (make connections)
2014-2016: It All Starts with Nescafe (Cup of resolve in daily struggle)
2017-2019: It All Starts with Nescafe – Badal Life ki Raftaar (Energy boost for fast-paced life)
2020-2021: It All ReStarts with Nescafe – Karne Se Hee Hona Hai (Get started again after lockdown)
For its most extensive global repositioning exercise under the Name ‘Redvolution,’ Nescafe in 2014 created a
new Tagline – ‘It All Starts with Nescafe.’

12. NESCAFE: SWOT ANALYSIS
STRENGTHS
• Brand Equity
• Quality
• Diversity
• Excellent Promotional Campaign
• Economic scale
WEAKNESSES
• Health Consciousness
• Indirect Competition
OPPORTUNITIES
• Tie ups
• Growth in public income
• Biscuits
THREATS
• Direct Competition
• Cocoa problems

13. • Geographic
• Demographic
• Behavioural
Segmentation
Targeting
Differentiation
Positioning
• Age 15-60
• Sector-wise
• Use or application
• Brand Function
• Emotional Connect
• Wide variety of coffees
• Modern methods

14. THANK YOU