Nescafé offers 73 different coffee products globally to suit all tastes and occasions. Their portfolio includes original blends, premium gold varieties, full-bodied Azera, coffee bags, dairy alternatives, single-origin Origins coffees, nitro cold brew, decaf options, and convenient single-serve packs. Nescafé aims to provide quality coffee experiences through innovation in flavors and preparation methods.

1. BRAND PORTFOLIO

2. PRODUCTS OF NESCAFE
1.NESACFE ORGINALS -8TYPES
2.NESCAFE GOLD -13 TYPES
3.NESCAFE AZERA-9TYPES
4.NESCAFE COFEE BAGS -2 TYPES
5.NESCAFE DAIRY ALTERNATIVES -3 TYPES
6.NESCAFE ORIGINS-5 TYPES
7.NESCAFE NITRO -3 TYPES
8.NESCAFE DECAFF-6 TYPES
9.NESCAFE IN 1 PACK-3 TYPES
10.NESCAFE FROTHY COFEE -17 TYPES
11.NESCAFE SPECIAL EDITION -2 TYPES
12.NESCAFE SUNRISE
13.NESCAFE READY TO DRINK
TOTAL NUMBER OF PRODUCTS IN THE MARKET OF NESCAFE IS 73

3. Available around the world to suit all tastes and occasions.
1.NESCAFE ORIGINALS– Their signature coffee and an all-time favorite in
households worldwide!
2.NESCAFE GOLD Range --The premium choice for your special, smooth cup of
coffee everyday. There are three different variations:- Gold- Gold Mild- Gold
Decaf
3.NESCAFE AZERA--Nescafé Azera Intenso is an inviting blend of instant coffee
and finely ground roasted coffee beans, delivering a full bodied flavour and an
intense aroma.
4.NESCAFE COFEE BAGS -- NESCAFE coffee bags are similar to tea bags except
instead of tea in the bag, inside you’ll find roasted and freshly ground coffee.
5.NESCAFE DAIRY ALTERNATIVES--The diary alternatives comes in Almond,
Coconut, Oats
6. NESCAFE ORIGINS--Alta Rica, Cap Colombia, Kenjara - premium Arabica
blended coffees. These are made with respect to every origins of the country

4. 7.NESCAFE NITRO--It is being made for cold coffee lovers ,which
is ideal for sipping in hot summers and its the ready to go coffee
,infused with nitrogen which create a hiss when opened.
8.NESCAFE DECAFF–-NESCAFÉ decaff coffees are decaffeinated
with pure water to ensure that irresistible .Decaff coffee from
coffee beans that have had at least 97% of their caffeine
removed
9.NESCAFE IN 1 PACKS—In this model there is 3in1 and 2in1
pack which include milk sugar and coffee sachet which is ready
to use.
10.NESCAFE FROTHY COFEE -- NESCAFE Frothy Coffee range.
Choose from classic flavours like cappuccinos, lattes its simple
to go just add hot water stir it ready to sip
11.NESCAFE GOLD SPECIAL EDITION– NESCAFE GOLD special
editions are also incredibly easy to make, all you need to do is
add water, stir and then enjoy a decadent coffee in an instant. e

5. SEMIOTICS TRIANGLE OF NESCAFE
SEMIOTIC triangle is a model of how linguistic symbols are
related to the objects they represent. It is also called as triangle
of reference , triangle of meaning.
•The triangle describes a simplified form of relationship between
the speaker as subject, a concept as object or referent, and its
designation.
NESCAFE INSTANT COFEE
NESCAFE RED MUG
PERSON ENJOYING
COFEE
OBJECT PRODUCT
INTERPRET MEANINGSIGN IMAGE

6. BOSTON MATRIX
The Boston Matrix is a model which helps businesses analyse
their portfolio of businesses and brands. The Boston Matrix is a
popular tool used in marketing and business strategy.
• This categorises the products into one of four different areas,
based on:
Market share – does the product being sold have a low or high
market share?
Market growth – are the numbers of potential customers in the
market growing or not?

7. The four categories can be described as follows:
Stars
•They are high growth products competing in markets
•They are strong compared with the competition.
•Need heavy investment to sustain growth
•will become Cash Cows .assuming they keep their market share.
Cash cows
•They are low-growth products with a high market share.
• These are mature, successful products with relatively little need for
investment.
• They need to be managed for continued profit -

8. Dogs
•refers to products that have a low market share in unattractive,
low-growth markets
•Dogs may generate enough cash to break-even, but they are rarely,
if ever, worth investing in.
•Dogs are usually sold or closed
Question marks
•These are products with low market share operating in high growth
markets.
•This suggests that they have potential, but may need substantial
investment to grow market share at the expense of larger
competitors.
•Management have to think hard about “Question Marks" - which
ones should they invest in? Which ones should they allow to fail or
shrink?
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9. STAR
NESCAFE
QUESTION MARK
KITKAT
CASH COW
MAGGI
DOG
MILKYBAR
MILO
RELATIVE MARKET SHARE
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