A brief over view of nescafes, analysis of nescafe......

1. Presentation
On
Nescafe
Presented By:
DANISH DHAAR
MBA 2ND Semester
ROLL NO. 30

2. Brand Name: Nescafe
Parent Company: Nestle
Year of Establishment of Nestle:
1866
Nestle was established in
Switzerland by Henri Nestle
Year of Entering the Indian
Market: 1961
First Plant set up at Moga,
Punjab
Introduction

3. In 1930 the Brazilian government
approached Nestle to create a new
instant coffee that would give the
consumer another option and at
the same time increase the
dwindling coffee exports of
Brazil. It took eight years but in
1938 Nestle introduced Nescafe.
Brief Overview:

4. PRODUCT EXTENSION (in India)
• Nescafe Chocó mocha
• Nescafe Classic
• Nescafe My First Cup
• Nescafe Sunrise
• Nescafe Sunrise Premium

5. PRODUCT EXTENSION (in India)

6. 4 P’S Of Marketing
4 P’S
Price
Place
Promotion
Product

7. PRODUCT
• The Nescafe have a wide range to suit different targeted
segments
• Design – Bottles and packs
• Brand name - Nescafe is the UK's best-selling coffee
product
• Nestlé was prepared to pay a record price to acquire Row
tree in 1988 because of the prestigious brands in Row
tree's product portfolio. Nescafe was an important part
of the portfolio
• Sizes and Packages – wide range to suit key price points
and occasions.

8. PRICE
• Competitive Pricing – They fix the price in
competition with Cadbury
• Quantity Discount .
• The key advantage of maintaining a strong
brand image in competitive market is the
degree of flexibility in pricing strategy.

9. PLACE
Product with intensive Distribution
• Nescafe has developed a distribution channel which
ensures availability to buy wherever and whenever the
consumer wishes to purchase it .
• Strong coverage in urban areas, developing in rural.
• Stored in cold storage
• New Regional Sales Offices to increase width and
penetration and focus in rural areas.

10. PROMOTION
• Direct Marketing at Malls
• ADVERTISING
• NESCAFE joined hands with Google and co-branding its
product.
• Decreased dependence on children’s TV channels over
recent years
• 33% of total industry spend but near equal spend on
each brand with rival offerings from Cadbury.
• Women account for two thirds of all confectionery sales,
but a large proportion of these purchases are
subsequently consumed by children.

11. STP Analysis.

12. 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.

13. Segmentation
Past
Nescafe was targeted to morning
people
Present
Nescafe is now targeting the Youth
According to Andrew Ward,
worldwide account director of
Nescafe has launched a $30 million
global campaign, specifically aimed
at 16-24 years old.
According to McCann-Erickson
World Group, coffee is the most
popular drink among the youth.
Use of Youth Icons like
Purab Kohli, Vir Das and
Deepika Padukone as
Brand Ambassadors

14. TARGETING
NESCAFE CAPPUCCINO
Targeted to
• Premium urban consumers
• Core audience aged 17-30
• Concentrates on the theme of
“The magic world of endless
pleasure”.
NESCAFE CLASSIC
Targeted to
• The urban professional
• Core audience aged 20-30
• Concentrates on the classic taste
of coffee with the tagline “Coffee at
its Best”

15. Positioning
Nescafe’s positioning is
“1 coffee cup, 1 good feeling ”
The TVCs and all Promotional Messages focus
on passing love between two person.
Sharing a cup of coffee is shown as a symbol of
sharing happiness.
The Red Nescafe mug is another popular symbol
which associates the Brand Nescafe with the
concept sharing happiness.
Nescafe Classic is positioned as “100% Pure
Instant Coffee”
Nescafe Cappuccino is being positioned as “A
true Café”

16. Tvc and Print Ads
They all focus on positioning the brand as a
symbol of shared happiness.

19. THANK YOU