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Nescafe Marketing Mix

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Marketing Mix of Nescafe

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Nescafe Marketing Mix

  1. 1. Marketing Mix Presented By Sonakshi Saxena
  2. 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. 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. 4. Products
  5. 5. Logo • Nestle ’+ café = NESCAFÉ Brand easy to call, firmly, and pop brand.
  6. 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. 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. 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. 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. 10. Print Ad Road Ads
  11. 11. Social Network TV Commercial
  12. 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. 13. Positioning
  14. 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. 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. 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. 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.

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