top-rated free essay

Nest Coffee

By LLX0927 Jun 30, 2013 456 Words
1. Batch: 2011-2014 Course Code: 50121308Course Name: Marketing II Roll #601 Assignment #302 • 2. Brand Name: Nescafe Parent Company: NestleYear of Establishment of Nestle: 1866 IntroductioNestle was established in Switzerland by Henri Nestle n Year of Entering the Indian Market: 1961 First Plant set up at Moga, Punjab Brief Overview: In 1930 the Brazilian governmentapproached Nestle to create a new instant coffee that would give the consumer another option and at the same time increase the dwindling coffee exports of Brazil. It took eight years but in 1938 Nestle introduced Nescafe. • 3. Product Range (in India)

• 4. STP Analysis Targeting A target market is a set of buyers sharing common needs or characteristics that the company decides to serve. Positioning. Position is the act of designing the company image to occupy a distinctive place in the minds of the target markets. A product position is the way the product is defined by consumer attributes Segmentation Market segmentation means dividing a market into smaller group with distinct needs, characteristics, or behaviour who might require separate products or marketing mixes. • 5. Segmentatio n 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 SegmentationNescafe has tried to segment every age group, families, region, gender and different socio-economic. • 6. Segmentatio Past n Nescafe was targeted to morning people PresentNescafe is now targeting the Youth According to Andrew Ward, worldwide account director ofNescafe has launched a $30 millionglobal campaign, specifically aimed at 16-24 years old. Use of Youth Icons like Purab Kohli, Vir Das and Deepika Padukone as According to McCann-Erickson Brand Ambassadors World Group, coffee is the most popular drink among the youth. • 7. Examples NESCAFE CAPPUCCINO Targeted to • Premium urban consumers • Core audience aged 17-30 • Concentrates on the theme of “The magic world of endless pleasure”. NESCAFE CLASSIC Targeted to • The urban professional • Core audience aged 20-30• Concentrates on the classic taste of coffee with the tagline “Coffee at its Best” • 8. Positioning Nescafe’s positioning is “1 coffee cup, 1 good feeling ” The TVCs and all Promotional Messages focus on passing love between two person. Sharing a cup of coffee is shown as a symbol of sharing happiness.The Red Nescafe mug is another popular symbol which associates the Brand Nescafe with the concept sharing happiness. Nescafe Classic is positioned as “100% Pure Instant Coffee” Nescafe Cappuccino is being positioned as “A true Café” • 9. Tvc and Print Ads They all focus on positioning the brand as a symbol of shared happiness

[pic]

[pic]
[pic]
[pic]

Cite This Document

Related Documents

  • Coffee

    ...What is the product mix of Trung Nguyen? What are the key attributes of its coffee? How do these attributes help Trung Nguyen to differentiate itself from its competitors? The product mix refers to the total composite of products offered by Trung Nguyen coffee. It consists of different product lines, various product items in each product lin...

    Read More
  • Coffee

    ...I. Introduction Coffee has become a huge consumption in the world today. There is so many different things that coffee has done in the world today. There are many different situations where coffee is very important in the world. One example can be seen is from the people in Ethiopia where there is a huge dependence of harvesting coffee bean...

    Read More
  • Coffee

    ... Regardless the state of the country, one can realize that coffee is one of the most favorite products among American people. It has remained in the top positions for some decades. However, drinking coffee is not only the consumption of a product; it has become a daily activity. It is normal to hear this question when someone wants to meet up ...

    Read More
  • Coffee

    ...Coffee is the world’s second largest traded commodity it is used not only for drinking but for soft drinks and cosmetics as well, it is second only to oil according to all imports and exports from all countries. They are two main types Arabica coffee (most people are used to this and are more popular) and there is Robusta coffee. In the las...

    Read More
  • Coffee Trends in Denmark

    ...Coffee trends in Denmark Coffee in Denmark is a very popular and growing product. A lot of brands try to make it at this market, but it’s tough because there are a lot of competition and the prices are very low, so if you’re not selling a exclusive or unique product you’re not going to make a big profit. The big companies who are retailer...

    Read More
  • are coffee houses considered habermas sphere

    ...only to sit and drink coffee but rather to socialize, carry out business , talk politics, and current events. The English coffeehouses were a prime example of what Jurgen Habermas's had in mind of what is a public sphere. According to Habermas, a public sphere is a place where one can have the freedom to speak his mind and everyone is accept...

    Read More
  • The Coffee Crisis

    ...variables to the monetary policy (p.6).” Their observations include an examination of the stability of TFP and an assessment that “a higher Microeconomic impact of the coffee crisis. The case study conveys that “coffee was the main source of income for roughly 25 million farmers, mostly small land holders, in Latin America, Africa, ...

    Read More
  • Coffee Shop

    ...to you?. Coffee shops and the politics of good service is the article of Emily Raine shows the issues of the working environment like coffee shop. Raine’s worked in good and bad conditions in many place for many years. She finds the ways that make her feel better and less stress at work. Raine’s deal with difficult kind of people like the...

    Read More

Discover the Best Free Essays on StudyMode

Conquer writer's block once and for all.

High Quality Essays

Our library contains thousands of carefully selected free research papers and essays.

Popular Topics

No matter the topic you're researching, chances are we have it covered.