Nescafe began in 1929 when Nestle developed an instant coffee product to preserve surplus coffee beans. It aimed to create a delicious cup of coffee simply by adding water. There are now over 5,000 Nescafe products worldwide, with the brand available in over 180 countries and consuming 5,500 cups every second, accounting for one-fifth of the world's coffee.

2. About Us
It all starts with a Nescafé

3. In 1929, Nestlé was
challenged to help
preserve the surplus
coffee beans in Brazil
that resulted from the
Wall Street Crash.
And Nestlé accepted
the challenge.
Max and his team
worked hard to find a
new way to create a
delicious cup of coffee
simply by adding water,
that would retain the
coffee’s natural flavour.
In 1938, they found the
answer, and NESCAFÉ was
born. Named by using the first
three letters in Nestlé and
suffixing it with ‘café’,
NESCAFÉ became the new
name in coffee.

4. The set of actions, or tactics, that a
company uses to promote its
brand or product in the market.

5. PRODUCT
PLACE
PRICE
PROMOTION

6. Prepared
dishes and
Cooking
aides
Beverages
Milk and
Milk
products
Chocolates
PRODUCT

7. PRODUCT LINE

8. PRODUCTS
There are more than 5,000
products within the Nescafe
family. The brand is
available in over 180
countries and 5,500 cups are
consumed every second,
one-fifth of the coffee served
around the world.
There are two
different categories
of coffee under
Nescafe, the premium
one (i.e. Gold) and
other is non –
premium (i.e. original
or classic).

9. 3 Stages
of
products
Core
Product
The Core product is the most fundamental service
or benefit that the customer is really buying. The
core benefit of the "Nescafe Classic Deluxe Instant
Coffee" is •refreshment' for most users. When
someone buys coffee of any brand or any quality the
main thing, he or she is looking for is generally
refreshment. Yet the core benefit can be mentioned
also as 'a good start or the day' for some users. It can
be said that after bombarding buyers with
advertisements containing messages like "Start the
day with Nescafe freshness" the consumers who will
move to Nescafe either switching from other brands
or for the first time, the expected core benefit will
not only be refreshment but also a good starting of
the day. The consumers who will perceive 'a good
start of the day' as the core benefit are likely to pay
more for the product than other refreshing drinks.

10. 3 Stages
of
products
Actual
Product
The actual product is the actual version of the
product or the generic product that is the
marketer's basic conversion of the core benefit
into a tangible outcome. The actual product is 50
grams of roasted coffee beans processed to keep
the "full-bodied" flavour of original coffee beans.

11. 3 Stages
of
products
Augmented
Product
The augmented product includes additional services and benefits
that distinguish the company's offer from competitor's offer. The
product under discussion has no clear augmentation. However, it
has an invitation for comments on the product printed on the
label of the glass jar. The invitation is in the following pattern:
We'd like to hear from you: NESTLE CONSUMER SERVICES,
P.o. Box No. - 11037, Uttara, Dhaka. This can be treated as an
augmentation of the product. Though the augmentation is very
hard to notice, those who care about the product will find this
invitation for comments appealing. Another augmentation is the
extra classification of the coffee by the word "Classic Deluxe". In a
recent survey it was found that American coffee drinkers are
spending more after coffee in the recent years but drinking less
coffee. The survey analysed the results and found out that it was
because coffee drinkers were drinking less coffee but due to
augmentation in the coffee that was available in the market e.g.
shade grown coffee, extra cream coffee, etc. The average price per
cup of coffee rose tremendously. This is an example of a market
where the competition is in the augmentation level. This also
indicates that we may find other potential enhancement of the
coffee products to come up as product augmentation in future.

12. Product quality is good
enough and a bit of
skimming price will not
cause the customer to
switch brands.
Due to tough competition
from other companies,
like Cadbury, Nestle
offers competitive pricing.
PRICE

13. ₹750 ₹240 ₹180 ₹550 ₹540
₹750 ₹750 ₹1200 ₹25

14. Nestle regularly
introduces trade
discounts and various
tactics to keep the
channel motivated.
The major challenge is
in the distribution of
Maggi which is the
most in
demand product along
with Nescafe.
PLACE

15. Channels of Distribution
Manufacturer
Carriage & Forward Agency
Distributor
Retailer
Super Stockist
Re - Distributor
Retailer
Wholesaler
End Customer

16. Nestle brand has
pushed excellent
product quality.
Nestle regularly uses TVC’s
and ATL marketing. It is also
present online through some
smart creative.
PROMOTION

17. BUSINESSGROWTHRATE
STARS
QUESTION MARKS
CASH COWS DOGS
MARKET SHARE
LOW
LOW
HIGH
HIGH
BCG Matrix

18. BCG Matrix
STAR
S
HIGH
BUSINESSGROWTHRATE
MARKET SHARE
HIGH
• These are the products which are in high growth
markets with a high market share.
• Products or Business Units which hold a high
market share and are also considered to grow in
the future are positioned as Stars.
• As a result, companies are interested to invest in
developing these units further to gain a larger
market share and attain a stronger position in the
market.
• These products have the potential of being
positioned as cash cows in the future owing to
the industry growthprospects.
The products or business units that have a high market share in high growthindustry are the stars of the organization.In the case of
Nestle, Nestle’sNescafe Coffee fall in the Star quadrant of the BCGMatrix of Nestle.
Growinghealthierlifestyletrends and emergingmarkets have prompted the brand to invest large amounts of investmentsin order to
differentiatefrom competitorsin mature markets and grow brand awareness in emerging markets.

19. NESCAFE VIDEO ADVERTISEMENT

20. Steps in developing
effective marketing
communication
Identify the target
audience
Determine the
communication
objectives
Design the message
Choose the media to
send the message
Select message
source and collect
feedback
• 25 – 40 years.
• Coffee drinkers.
• Specially for those who
need a quick solution to
a quality coffee.
• Nescafe offers coffee that
can be enjoyed
everywhere at your
convenience.

21. Steps in developing
effective marketing
communication
Identify the target
audience
Determine the
communication
objectives
Design the message
Choose the media to
send the message
Select message
source and collect
feedback
• Creating Awareness
Strengthen Nescafé relevance to
youth; add strong position in
“immediate consumption”.
• Shaping Attitudes
Establish Nescafé as the first World
Brand for Nestlé – a leading
beverage brand world-wide.
• Effecting a sale
More growth out of Nescafé – not
only in emerging markets, but also
from developed markets.

22. Steps in developing
effective marketing
communication
Identify the target
audience
Determine the
communication
objectives
Design the message
Choose the media to
send the message
Select message
source and collect
feedback
In life, it's impossible to achieve a goal
without the support of our closest people
every day.
But do these people really know how
much they count for us?
A cup of Nescafe is the best way to tell
them, making a moment more intense; to
show them, we've realized The Message,
during competition and struggles.

23. Steps in developing
effective marketing
communication
Identify the target
audience
Determine the
communication
objectives
Design the message
Choose the media to
send the message
Select message
source and collect
feedback
The media are offline stores, social
media platforms like: Facebook,
Instagram, Twitter, etc., however
online media like YouTube, etc and
Television for advertisement. The
famous Nescafe advertisement is
casted on TV – ‘Stand by me’.

24. Steps in developing
effective marketing
communication
Identify the target
audience
Determine the
communication
objectives
Design the message
Choose the media to
send the message
Select message
source and collect
feedback
The message sources are:
YouTube, Facebook, etc.