Brand and Nescafe

Topics: Brand, Brand management, Coffee Pages: 13 (3306 words) Published: August 24, 2013
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 café means coffeehouses or coffee-bars. Nescafé was first introduced in Switzerland, on April 1st, 1938. For the first half of the next decade, however, World War II hindered its success in Europe. Nescafé was soon exported to France, Great Britain and the USA. Without realizing it, America played a key role in re-launching Nescafé on the continent by virtue of the fact that it was included in their food rations. Its popularity grew rapidly through the rest of the decade. By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking to coffeehouses to hear the new rock ’n’ roll music. It is currently estimated that, on average, some 3,000 cups of Nescafé are drunk every second. As is evident Nescafé’s come a long way since 1938 and all is owed to Max Morgenthaler and his team! In Bangladesh under the sole distributorship of Nestlé Bangladesh Ltd., Nescafé Classic was first introduced in 1998. This was a beverage aimed at the upper and middle segment of the population. In October 2000, another Nescafé beverage Nescafé Sunrise was introduced for the lower income population. Other Nescafé products available in the market such as Nescafé Gold, Nescafé gold Blend are all imported and not distributed by Nestlé Bangladesh Ltd. NESCAFÉ has over 70 years of expertise in selecting the best beans, blending, roasting and extracting the flavor of coffee. Our commitment to quality is tested millions of times every day by millions of coffee lovers around the world.

Brand Elements of Nescafe
* Brand Name: Nescafé(Nestlé + café)
* Logo:
* Symbol: Red Mug
* Slogan: Get Set Go!!!
* Packaging: Glass, Plastic & Aluminum foil
* Color: Red, Black & Grey
* Jingle:CholoSobai…
* URL:

Figure 1: Brand Elements of Nescafe

Nescafe Bangladesh
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