Presentation on Nescafe caselet

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Presentation on Nescafe caselet

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Presentation on Nescafe caselet

  1. 1. NESCAFE CASELET PRESENTED BY PRETAM LAHA PANKAJ AGARWAL POUSALI MUKHERJEE SOURAV TIBREWAL NAYAN SAHA
  2. 2. INTRODUCTION  In early 60’s in North America, Nescafe launched its “instant coffee”.  Aimed at middle class and even low medium income strata of busy housewives- in the urban and semi urban territories.  The most important point is that instant coffee will save time.
  3. 3. SWOT ANALYSIS  Strengths  Easily available at retail stores and in different container sizes.  Good flavour ,colour and taste.  Good distribution channels.  Important feature is that “ instant preparation”.
  4. 4. SWOT ANALYSIS  Weakness  Major importance was given on the house wives only.  Proper promotion was not done.
  5. 5. SWOT ANALYSIS Threats  Guilt feeling of the housewives.
  6. 6. SWOT ANALYSIS  Opportunities  Tie- up with corporates to promote their products.
  7. 7. PROBLEM FORMULATION  Wrong message was conveyed by the pictorial demonstration.  Feeding coffee to household pets can created a negative impression.  Guilt feeling was intensified in the minds of busy housewives.
  8. 8. PROBLEM INDENTIFICATION  Sudden downfall in sales because they could not understand the current market scenario.  Promotional campaign was not done appropriately.( Coffee given to household pets).  Segmentation was not correctly. (children below 15 years are not the right target group for consumption of coffee)
  9. 9. THANK YOU
  10. 10. http://www.unitedworld.edu.in/ Campus Ahmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad, S.G.Highway, Gandhinagar Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata. Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road, Bodakdev, Ahmedabad.

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