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Nescafe= Nestle(company name) + Caf(the product). Nestle introduced its Nescafe brand in India in late 1990s. In 2003 the company reintroduced the Nescafe brand and the product is now known as Nescafe Tasters Choice.
Consumption Pattern
When Nescafe started its operations in India CHAI was the major hot drink sold throughout the country. Coffee was sold by unorganized players with no major brand. The South remains the largest consumer of fresh ground coffee; tea was more popular in rural areas.
Nescafe Instant Coffee wanted to create a different market for coffee drinking among urban market. The main aim was to target the urban segment as they will be willing to accept and ready to pay extra money.
Consumer Perception
Refreshing Agent Stylish, Fashion and Modern Exertion Reducer Coffee Break A friend
Major Competitors
Unorganized players / Regional Players:
Organized Players:
Marketing Strategies
Nescafe Cup:
Nescafe coffee cup is positioned as a friend while a person feels lonely. Nescafe is always sold in Nescafe Coffee Cup which puts it closer to the consumer.
Consumer communication:
Global campaign with local tie- INS , cinemas etc. Global Spot Campaign Clearly establish the recruiter product in the range Add new , specifically youth focused products. One brand plan.
Health Issues:
Nestle conducted heavy research on the advantages of consuming coffee. Researches proved that consuming coffee keeps diseases like liver disease , Parkinson disease , heart disease , skin cancer etc at bay. Due to this it was bale to establish credibility among consumers.
Vending Machines:
Helped promoting sales in urban area for both fresh and instant coffee.
Additional Products:
It has come up with peripheral products made out of coffee. It sells over 20 recipes of coffee and has come with concepts like cold coffee , coffee with ice cream to serve youth and children
Breaking the Price barrier by introducing cheap sachets. Introducing different ranges of instant coffee like Nescafe has Nescafe premium and classic. Increasing availability so that consumers find it dependable. Promoting the health benefits of drinking coffee as compared to other beverages available.
How to change the values, beliefs and customs regarding coffee drinking in India.
Organize health workshops in which people should be educated regarding benefits of coffee like: 1.Cough destroying, wind reliever 2.Coffee is consumed to relieve fatigue, both mental and physical.
3.Coffee gives warmth and energy to the body. 4.Coffee removes lethargy and alerts the mind also Making advertisements which shows the benefits of consuming coffee. Emphasizing on the National Coffee Day on 29 Sept.
Role opinion leader play to increase popularity of drinking instant coffee among the teenagers and college student
Promote there brand product through the branded celebrity like Sachin or other..and
They tell the benefits of it like IT companies have mentally exhausting job consume coffee 4 to 5 times a day to keep themselves awake and active so that they work longer.
They tells about that the Nescafe coffee keeps many diseases away like liver diseases, diabetes and skin cancer.
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