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Nescafe Marketing Mix
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.
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Nescafe Marketing Mix
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- 2. Company profile • Companyprofile 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 (7Ps) • 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
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- 5. Logo • Nestle ’+café = NESCAFÉ Brand easy to call, firmly, and pop brand.
- 6. Target Market: • 25-40years. • 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 areaby 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 Advertisingand 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.
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- 12. People • Nestle Indiahas 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.
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- 14. Physical Evidence • Nescafehas 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 Nestlebrand 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 lookingto 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 • Nescafehas 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.