Assignment No.

Consumer Behavior
Submitting Date: Tuesday, March 09, 2010

Topic

Effect Of Consumer Behavior About

In Pakistan

SUBMITTED TO: SUBMITTED BY

SYED HASSAN ASKARI 073605-098
Mr. NASIR ALI KHAN
RAJA QASIM JAMIL 073605-086
KHAWJA NAVEED HAIDER 073605-085
Malik Allah Razi 073605-087

SECTION: C
BATCH : 36
 NESCAFE

Introduction:
The 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.
Nescafe is a brand of instant coffee made by Nestlé. It stimulates our
mind and also awakens our soul. Every great tasting cup of Nescafe is
rich, aromatic and favorable. It is frothy, intense and indulging; bold
and satisfying. Nescafe experiences are as diverse and unique as its
many blends and varieties. It stimulates one physically, mentally and
emotionally touching the body, mind and soul.

4 P’s for instant Nescafe in Pakistan:

We will discuss now 4 P’s of Nescafe in Pakistan and we will also
describe its effects on people.

• Product
• Price
• Placement
• Promotion

Now we will describe products of Instant Nescafe

Product:
Nescafe has introduced three types of Nescafe in its quantities and taste in Pakistan. It has
increased size of the products for customers so that they can have more choices
accordingly. These are given below.

• NESCAFÉ CLASSIC (500,100,50gs)

• NESCAFÉ GOLD (100,50gs)
• NESCAFÉ 3in1 (18gs)
NESCAFE CLASSIC:
NESCAFE Classic starts your day and keeps you going and going. It has
further 3 types in quantities.

NESCAFE GOLD
The premium blends of coffee
that gives you rich taste. It has
two further sizes.

NESCAFE 3in1:
Sugar, Creamer & Coffee; all you need is love and a little hot water. It
makes every cup’s taste great. Easy to make, convenient to store.

Affect of Products on people:

As it has introduced different tastes and flavors in coffee in Pakistan,
so it’s getting more market share in this beverages industry. It’s going
to be common now in all over Pakistan. The more important need is to
identify culture in Pakistan. But still it is having gap to consumers. It
should create awareness among people so that they can know about
this product and can make its more use. Only app 25% people know
about this product. So if it does, then consumers will more likely to go
for this instant coffee instead of tea which is already common in
Pakistan.
Price Strategy:

As regards pricing strategy, mostly people in Pakistan belong to

middle-class, so it needs to create reasonable pricing strategy. Now
coffee is more expensive as compared to tea. We can see that tea
industry has captured more market in Pakistan against coffee. If
Nescafe will introduce reasonable price with quality product, then
people can be attracted towards instant coffee of Nescafe.

If we look at the prices of Nescafe, then we can easily get to know that
it’s much expensive and for elite class only. So if it doesn’t concentrate
on that pricing strategy, it can loose market share in this beverages
industry.

As few people in Pakistan are elite class, app 5-10%. So if they are
targeting this segment, then it’s well pricing strategy. But to get
middle-class people as their market, they need to fix reasonable
pricing strategies.

Placement:

If we look at its placement strategy, it’s available in superstores &

general stores all over Pakistan. It’s very easily accessible for people to
get it in more convenient way. So this part is also affecting some
people, because it’s being placed in major areas of Pakistan.

But if compare it with tea it’s not available in each shop. Tea industry
is growing in Pakistan, because it’s cheaper and conveniently
accessible to people.

As a result, we can say that it’s easily accessible to the customers if

they want to use it.
Promotion:

We can hardly see its advertising campaign to improve its awareness

in Pakistan. Although it has increased its product line, its tastes but still
it’s lacking marketing and promotion strategies in Pakistan. To
compete in the market it has also introduced Sachet in the market.
Nescafe needs more marketing through media ads, billboards and
different campaigns. It can improve its awareness in the market by
giving ads of Nescafe through media channels.

It should plan different promotional activities in the market to

introduce this product by different methods. Like through this offer,
they can increase its sales and also awareness.

Promotional Campaign

Now this campaign can also increase sales and its awareness in the
people. People will more attract towards this product if they see these
kinds of promotional campaigns and changes.
It’s lacking promotional activities in Pakistan. If it focuses on these
promotional tools as it is described and shown above, then it can have
distinct increase in its sales, market share and also awareness to the
people of Pakistan.

Conclusion:
As a result, Nescafe is unique product in Pakistan; all four P’s including
Price, Products, placement and promotion are affecting people in
different way. But major P’s Promotion and price segments needs to be
focused more in order to capture more market in beverages industry
and also to enhance its customers all over Pakistan.

As far as we discuss about the consumer behavior about the nescafe,

we came to know that in pakistani culture, coffee is being used as the
symbol of status. There are some misconceptions that has been
created by the elders for youngers that coffee is harmful for the people
under the age of 40. That is why, the nescafe is not more in into the
market. You can easily observe in Lahore that there are special coffee
bars located with high prices. Only those people go there who are rich
and take care about their status.