Nestle is the world's largest food and beverage company. Their Nescafe brand is the leading global coffee brand. The marketing mix for Nescafe includes products like instant coffee sachets in various sizes and prices. The target market is coffee drinkers aged 25-40. Nescafe uses promotion through television, newspapers, social media. It positions itself as offering 100% pure coffee made from fine beans that can be enjoyed conveniently anywhere.

1. Marketing Mix
Presented By
Sonakshi Saxena

2. Company profile
• Company profile Nestle is world largest food
manufacturer with around 480 factories in 87
countries and a portfolio that range from baby food to
pet care, from chocolate to mineral water.
• With more than 3,000 cups consumed every second.
• Nescafe is by far the world's leading coffee brand, and
also the third most valuable beverage brand after
Coca-Cola and Pepsi

3. Marketing Mix (7 Ps)
• Marketing mix will explain the types of factors
that a company considers to bring a product
or service in the market.
• It will also clarify how an International
Marketing concept is being used to market the
products

4. Products

5. Logo
• Nestle ’+ café = NESCAFÉ Brand easy to call, firmly,
and pop brand.

6. Target Market:
• 25-40 years.
• NESCAFÉ ‘s primary target market are coffee
drinkers
• Specifically those whom are looking for a quick
solution to quality coffee.
• People that want to enjoy their coffee without
any hassle/ready in a jiffy, all in the comfort of
their own home.
• NESCAFÉ offers coffee that can be enjoyed
everywhere at your convenience.

7. Price
Weight:
classic 300gms
 200gms
 50gms(mostly
consumed)
13gms
 sunrise 50 gm
 50gms choco café
Price:
Rs.315
Rs.230
Rs.65
Rs.10
Rs.33.50
Rs.19
Nescafe mild is now also available in small sachet of 1 rupee

8. Place
• Rural area by supplying low price packs.
• Coffee shops at a different places targeting
every segment of market
a) Low income group b) Middle income group
c) High income group
• Nescafe coffee corners, Nestle consumption
zone.
• vending machines - in offices, colleges ,
Departmental stores and places

9. Promotions
• Promotion Advertising and sales promotion.
• Television
• Newspapers
• Internet
• Public relation activity
• Public relation at selling point
• NESCAFÉ mainly focuses on 3 social media tools to
reach out to their target market – Facebook, Twitter
and Youtube.

10. Print Ad
Road Ads

11. Social Network
TV
Commercial

12. People
• Nestle India has been recruiting lakhs of
people to join their company.
• They have been training their employees to
handle the queries of their customers and also
provide better customer service.
• Various campaigns are organized by their
employees for the purpose of the sales
promotion in different states of India.

13. Positioning

14. Physical Evidence
• Nescafe has been creating a better evidence
connectivity by setting up the coffee corners
with their logo of Nescafe in vending
machines

15. SWOT
Strength-
1. Strong Nestle brand name
2.Excellent advertising and visibility
3.Good product distribution and
availability
4.Lots of flavours and varieties
available
Weakness-
1.Health conscious people avoid
coffee as it Contains caffeine
Opportunity-
1. Tie-ups with corporate
2.Cheaper packets for rural areas
Threats-
1.Health conscious people avoiding
coffee

16. STP
Segment People looking to make coffee instantly
Target Group All people in the upper and middle class
Positioning
100% pure coffee made from finest coffee
beans

17. 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.