Marketing Management:

Presenters:
Mehran
INTRODUCTION:
Coffee has been nature's gift for thousands of years. Around the
globe in the equatorial region coffee is grown in some eighty
countries spread across four continents

Beginnings of NESCAFÉ can be traced all the way back to 1930

when the Brazilian government first approached Nestlé to find a
way to preserve its huge coffee surpluses.

The idea was to produce a quality cup of coffee that could be

made simply by adding water.

 Nescafé is a brand of instant coffee made by Nestlé. It comes in

the form of many different products.
FAST FACTS
 After water, Coffee is the second largest consumable
beverage around the world.
 Each cherry consists of two coffee beans.
 The name NESCAFÉ is a combination of Nestlé and
café.
 It can take up to four years for a coffee to reach mature
production.
 SITUATION ANALYSIS
Strengths

 Broad geographic coverage –

 Global leader in instant coffee –
 World number one in other hot drinks –
 Strong brand portfolio –
 High levels of research and development expenditure –
 Solid financial base –
 Capacity to pass on costs –
Weaknesses

 Reliance on mass market –

 Limited presence in tea –
 Increasing bias towards low-margin products –
 Negative ethical image –
Situation analysis

Opportunities

 Strong growth forecast in Asia-Pacific –

 The premium trend –
 The health trend –
 Cross-branding –

Threats

 Sluggish prospects in developed markets –

 Coffee machine competition –
 Rising costs –
 Competition from beyond hot drinks –
BRAND POSITIONING
 Brand Positioning Strategies

 The distinctive position.

 The co-ordination of taste and quality
 Tapping into consumer health
consciousness
 The product composition
 Product
 There is a range of Nescafé products available
NESCAFÉ CLASSIC
NESCAFÉ Classic kicks start your day and keeps you
going and going…

NESCAFÉ GOLD
The premium blend of coffee that gives you rich taste
with an aroma to soothe your soul.
 

NESCAFÉ 3in1
Sugar, Creamer & Coffee; all you need is love and a little
hot water. Makes every cup taste great. Easy to make,
convenient to store and hassle free usage.
 
Price
 The prices of the Nescafé products vary in

respect of the products.

Place (Distribution)
 The Nescafé product range is available in all

small independent grocers and/or stores.

Promotion
A variety of promotional techniques. This
includes:
Large scale advertising
 They advertise their products in a wide variety

of print, broadcast and display media. Their

most recent nation wide advertising campaigns
were the "Open up with Nescafé" series, and
the "Nescafé in the morning" series.
 Nescafé's marketing mix is aimed at a large
and varied segment of the instant coffee
market. They could be considered the leader of
the instant coffee industry. The most obvious
segments of the market they target are:
 Young adult café culture segment:
 Upscale, quality driven, higher income
consumers:
 Middle-class consumer (no age target):
 To strengthen NESCAFÉ’s leadership
position as the preferred brand in the
Coffee Mixes category.
 To attract youth to NESCAFÉ 3in1, a
convenient way to enjoy the distinctive
NESCAFÉ taste and aroma, anytime,
anywhere.
 MARKETING STRATEGIES

Marketing strategies that Nescafe adopts

 High quality product

 Better Taste
 Pricing Strategy
 Nestlé owns enormous brands
 Global adaptation
 Good number of acquisitions
 Growth possibilities in different zones
Execution
 The healthy impact of coffee
 The Body, Mind and Soul of Coffee
 Coffee and your mind
 Coffee and your body
Implementation
 Create a simple plan for your business
 Execute the activities consistently
 Develop a system for tracking marketing
effectiveness
 Measure
 CONCLUSION AND RECOMMENDATIONS

 According to a recent survey conducted by Nescafe to know the

preferences and choice of the customers for beverages, majority of
the respondents opined that coffee make them feel refreshed. Besides
this, few respondents preferred to use coffee since it warms them up
especially in winters.

 Nescafe is known for its high quality and consumer satisfaction. It’s
a mature and highly uses product, prefer by people on the bases of
its unique taste and quality.
 The healthy impact of coffee