Nescafe Marketing Mix
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Transcript of Nescafe Marketing Mix
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Marketing Mix
Presented BySonakshi Saxena
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Company profile
• Company profile Nestle is world largest food manufacturer with around 480 factories in 87 countries and a portfolio that range from baby food to pet care, from chocolate to mineral water.
• With more than 3,000 cups consumed every second.
• Nescafe is by far the world's leading coffee brand, and also the third most valuable beverage brand after Coca-Cola and Pepsi
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Marketing Mix (7 Ps)
• Marketing mix will explain the types of factors that a company considers to bring a product or service in the market.
• It will also clarify how an International Marketing concept is being used to market the products
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Products
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Logo
• Nestle ’+ café = NESCAFÉ Brand easy to call, firmly, and pop brand.
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Target Market:
• 25-40 years.
• NESCAFÉ ‘s primary target market are coffee drinkers
• Specifically those whom are looking for a quick solution to quality coffee.
• People that want to enjoy their coffee without any hassle/ready in a jiffy, all in the comfort of their own home.
• NESCAFÉ offers coffee that can be enjoyed everywhere at your convenience.
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Price
Weight:classic 300gms
200gms
50gms(mostly consumed)
13gms
sunrise 50 gm
50gms choco café
Price:Rs.315
Rs.230
Rs.65
Rs.10
Rs.33.50
Rs.19
Nescafe mild is now also available in small sachet of 1 rupee
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Place
• Rural area by supplying low price packs.
• Coffee shops at a different places targeting every segment of market
a) Low income group b) Middle income group c) High income group
• Nescafe coffee corners, Nestle consumption zone.
• vending machines - in offices, colleges , Departmental stores and places
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Promotions
• Promotion Advertising and sales promotion.
• Television
• Newspapers
• Internet
• Public relation activity
• Public relation at selling point
• NESCAFÉ mainly focuses on 3 social media tools to reach out to their target market – Facebook, Twitter and Youtube.
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Print Ad
Road Ads
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Social Network
TV
Commercial
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People
• Nestle India has been recruiting lakhs of people to join their company.
• They have been training their employees to handle the queries of their customers and also provide better customer service.
• Various campaigns are organized by their employees for the purpose of the sales promotion in different states of India.
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Positioning
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Physical Evidence
• Nescafe has been creating a better evidence connectivity by setting up the coffee corners with their logo of Nescafe in vending machines
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SWOT
Strength-1. Strong Nestle brand name2.Excellent advertising and visibility3.Good product distribution and availability4.Lots of flavours and varieties available
Weakness-1.Health conscious people avoid coffee as it Contains caffeine
Opportunity-1. Tie-ups with corporate2.Cheaper packets for rural areas
Threats-1.Health conscious people avoiding coffee
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STP
Segment People looking to make coffee instantly
Target Group All people in the upper and middle class
Positioning100% pure coffee made from finest coffee beans
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Segmentation
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 Segmentation
• Nescafe has tried to segment every age group, families, region, gender and different socio-economic.
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