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Content| Page|
About NESCAFÉ| 1|
Brand Elements of Nescafe| 1|
Nescafe Bangladesh | 2|
Brand Positioning| 2|
Positioning Statement| 2|
Segmentation and Target Market| 2|
Behavioral Segmentation | 2|
Demographic Segmentation| 3|
Psychographics Segmentation| 3|
Geographic Segmentation| 3|
Mass Marketing| 4|
Nescafe Classic Coffee| 4|
Premium Product positioning| 4|
Niche Marketing| 4|
Adequate Sales Potential in the Segmentation| 4|
NESCAFÉ 3in1| 4|
Marketing Mix| 5|
Pricing Strategy by Nescafe, Bangladesh| 5|
Nescafe Classic Coffee 200gm| 5|
Nescafe Gold-Germany 100gm| 5|
Nescafe Classic Instant Coffee 100gm Jar| 5|
Nescafe 3 In 1 11.5gm*4pc| 6|
Nature of competition| 6|
Distribution Strategy by Nescafe, Bangladesh| 6|
Distribution channel of Nescafe| 7|
Point of Parity & Point of Difference| 7|
Brand Exploratory| 7|
Research Methodology| 7|
Defining the purpose and research objective| 8|
Developing Research Plan| 8|
Collection and sources of Data| 8|
Sampling Plan| 8|
Analyze the collected information| 8|
Report research finding| 8|
Recommendation| 13|
References| 14|
Questionnaire| 15|

“NESCAFÉ” is an instant coffee brand under world’s largest food company “Nestlé”. The beginnings of Nescafé can be traced all the way back to 1930, when the Brazilian government first approached Nestlé. At that point Brazilian coffee meets Swiss science. Nestlé’s coffee researcher Max Morgenthaler, and his team set out immediately to find a way of producing a quality cup of coffee that could be made simply by adding water, yet would retain the coffee’s natural flavor. After seven long years of research in Nestlé’s Swiss laboratories, the answer was found. The new product was named NESCAFÉ – a combination of Nestlé and café but word wide...
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