mm nescafe presentation
TRANSCRIPT
Marketing Management:
Presenters:Mehran
INTRODUCTION:INTRODUCTION:
Coffee has been nature's gift for thousands of years. Around the globe in the equatorial region coffee is grown in some eighty countries spread across four continents
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.
The idea was to produce a quality cup of coffee that could be made simply by adding water.
Nescafé is a brand of instant coffee made by Nestlé. It comes in the form of many different products.
FAST FACTS FAST FACTS After water, Coffee is the second largest
consumable beverage around the world. Each cherry consists of two coffee beans. The name NESCAFÉ is a combination of Nestlé
and café. It can take up to four years for a coffee to reach
mature production.
Strengths
Broad geographic coverage – Global leader in instant coffee – World number one in other hot drinks – Strong brand portfolio – High levels of research and development expenditure – Solid financial base – Capacity to pass on costs –Weaknesses
Reliance on mass market – Limited presence in tea – Increasing bias towards low-margin products – Negative ethical image –
SITUATION ANALYSISSITUATION ANALYSIS
Situation analysis
Opportunities
Strong growth forecast in Asia-Pacific – The premium trend – The health trend – Cross-branding –
Threats
Sluggish prospects in developed markets – Coffee machine competition – Rising costs – Competition from beyond hot drinks –
BRAND POSITIONINGBRAND POSITIONING
Brand Positioning Strategies Brand Positioning Strategies
The distinctive position. The co-ordination of taste and
quality Tapping into consumer health
consciousness The product composition
Product There is a range of Nescafé products available
NESCAFÉ CLASSICNESCAFÉ Classic kicks start your day and keeps you going and going…
NESCAFÉ GOLDThe premium blend of coffee that gives you rich taste with an aroma to soothe your soul.
NESCAFÉ 3in1Sugar, Creamer & Coffee; all you need is love and a little hot water. Makes every cup taste great. Easy to make, convenient to store and hassle free usage.
Price The prices of the Nescafé products vary
in respect of the products.Place (Distribution) The Nescafé product range is available in
all small independent grocers and/or stores.
PromotionA variety of promotional techniques. This
includes:Large scale advertising They advertise their products in a wide
variety of print, broadcast and display media. Their most recent nation wide advertising campaigns were the "Open up with Nescafé" series, and the "Nescafé in the morning" series.
Nescafé's marketing mix is aimed at a large and varied segment of the instant coffee market. They could be considered the leader of the instant coffee industry. The most obvious segments of the market they target are:
Young adult café culture segment: Upscale, quality driven, higher income
consumers: Middle-class consumer (no age target):
To strengthen NESCAFÉ’s leadership position as the preferred brand in the Coffee Mixes category.
To attract youth to NESCAFÉ 3in1, a convenient way to enjoy the distinctive NESCAFÉ taste and aroma, anytime, anywhere.
MARKETING STRATEGIESMARKETING STRATEGIES
Marketing strategies that Nescafe adopts
High quality product Better Taste Pricing Strategy Nestlé owns enormous brands Global adaptation Good number of acquisitions Growth possibilities in different zones
Execution The healthy impact of coffee The Body, Mind and Soul of Coffee Coffee and your mind Coffee and your bodyImplementation Create a simple plan for your business Execute the activities consistently Develop a system for tracking
marketing effectiveness Measure
CONCLUSION AND RECOMMENDATIONSCONCLUSION AND RECOMMENDATIONS
According to a recent survey conducted by Nescafe to know the preferences and choice of the customers for beverages, majority of the respondents opined that coffee make them feel refreshed. Besides this, few respondents preferred to use coffee since it warms them up especially in winters.
Nescafe is known for its high quality and consumer
satisfaction. It’s a mature and highly uses product, prefer by people on the bases of its unique taste and quality.
The healthy impact of coffee