Project on

Presented By: Group 4 Abhishek Tiwari Kavita Tak Paras Chawla Sneha Ghildiyal

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

A COMPANY WITH PRINCIPLES

Nestl's commitment to sustainability is deeply rooted in the company's core values, which drive the Company's way of doing business. (Nestl Corporate Business Principles) The endorsement of these values is made through a whole set of principles that are enforced at every stage of production, by every business or production unit, employee, partner or vendor. (Nestl Corporate Governance Principles)

PRODUCT PROFILE
The product was named Nestls NESCAFE a combination of Nestl and caf. Coffee-mate is the product of NESCAFE which was first introduced in Switzerland, on April 1st, 1938. In 1995 NESCAF continued to bring you the world's best cup of coffee by introducing freeze-dried soluble coffee-mate with the launch of Gold Blend. Only two years later they invented a new technology to capture more aromas and flavors from every single coffee bean. In 1994 the full aromas process was invented to make the unique quality and character of NESCAF even better.

4 PS OF MARKETING
PRODUCT PRICE PLACE PROMOTION

PRODUCT

Nescafe : variety Nescafe original Nescafe gold blend Nescafe collection Nescafe caf menu Nescafe black gold Nescafe 3 in 1 Nescafe frappe Which one is your favourite ?

PRICING Nescafe classic: Small packet of 1 rupee , 10 rupees. Jar or Bottle for 54 rupees. Nescafe mild is now also available in small sachet of 1 rupee.

Place

-Targeting metros in India. - Large market acquisition especially in South India.

Price Offers quality product at a reasonable price: ( A comparative price analysis of different brands.)
Product Cappuccino Nescafe Rs . 35 Barista Rs . 56 CCD Rs . 52

Caf viennois
Esppresso

Rs. 38
Rs. 42

Rs . 64
Rs . 62

Rs . 61
Rs . 59

PLACE
Company focuses on placing its product in every market. It is trying to capture even the rural area by supplying low price packs. Company has opened is coffee shops at a different places targeting every segment of market.

a) Low income group b) Middle income group c) High income group

PROMOTION Advertising and sales promotion. It has always tried to put NESCAFE as:
Wakes

you up Perks you up Bring clarity to your senses Moving and ready to face the task ahead Chance to relax and reflect Share a moment together

Nescafe is awarding over 100,000 NESCAF Birthday Experiences to mark our 70th birthday this year.The worlds favorite cup of coffee is 70 years old..

STP ANALYSIS SEGMENTATION

Geographically NESCAFE has divided the country mainly into four i.e. southern, northern, eastern and western. Of the four southern region is the area where coffee is consumed the most .In this part hard (roasted) coffee is consumed in a huge amount. In the northern parts NESCAFE instant coffee is consumed a lot. Demographically NESCAFE has tried to reach or cover the every age group , families , working people , male /female ,educated or illiterate ,and of different socio-economic classes .

Place
-Targeting metros in India.

- Large market acquisition especially in South India. Price

Offers quality product at a reasonable price:
( A comparative price analysis of different brands.)
Product Cappuccino Caf viennois Nescafe Rs . 35 Rs. 38 Barista Rs . 56 Rs . 64 CCD Rs . 52 Rs . 61

Exppresso

Rs. 42

Rs . 62

Rs . 59

WHATS NEW?

DOLCE GUSTO
An automated coffee machine by Nescafe and Kurps.

Nescafe recipe manuals

Be a barista at home.

TARGETING

Now, let us move on to another important marketing activity, Targeting. According to the Targeting analysis the producer targets the market or customers according to its product. Targeting of the product is only can possible after the segmentation analysis. Some elements can probably be standardized. For example, the sample to population ratio can be controlled globally. Lets take an example of Nescafes coffee-mate which is a cold coffee, launched in India recently. As we know that in India people like cold coffee. So nestle targeted the cold coffee market.

POSITIONING

The company's Caf Nescafe outlets in select cities are positioned on the lines of its Nescafe brand's `taste that gets you going' theme. Caf Nescafes offer beverages priced as competitively as very less. Like as same in the cold coffee, coffee-mate. This is now available in a very less price. This is only available in very few cities or metropolitan cities only.

In this campaign a big balloon is used that can be seen 20 kilometers away. As we know that it is most photographed object in the worldpeople will always be fascinated by the things that fly.It is used to build a brand & product identification Always a hit: Give your audience and target market a once a life time experience that they wont forgot.

WHAT , WHEN, WHERE??

What: This is professional tour aiming to get maximum exposure and helps to maximize integrated marketing effort for NESCAFE BRAND

When: Aug to December 2008

Where: Austria, Belgium, Switzerland, Hungry, Italy, Ireland, Greece, Norway, Poland, Spain

WHY??

High visibility Recall :once seen never forgot Gain media coverage & exposure Powerful PR vehicle Low cost per management Increase brand awareness Get attention Emotional marketing tool

POSSIBILITY
A good time to a new product launch and on sight free sample giveaways {hats t-shirts}. Daily price drawing to win a balloon flight. Serve free Nescafe possibly to set up a stand next to balloon flight. Fly celebrities with in the balloons for maximum media exposure. Company gathering {annual ,picnic}