Table of Content

Pages
1.0-Background of Nestl's NESCAF 1
1.1-Analysis of Nestl Products Line Extension 2
1.2-Summary of Nestl Product Line Extension 3
1.3-Question 1: Impact and Use of Social Media in Nescaf 4
2.0-Question 2: Threat of New Entrants 7
2.1-Economies of Scale 7
2.2-Product Differentiation 8
2.3-Large Capital Requirement 8
2.4- Unequal Access to Distribution Channel 9
2.5-Incumbency Advantages Independent of Size 9
3.0-Question 3: Concept of Customer Value in Nescaf Product 10
3.1-Functional Value 10
3.2-Experiential Value 11
3.3-Symbolic Value 11
4.0-Question 4: Nescaf Customer Analysis 12
4.1-Who Buys and Uses the Products 12
4.2-How the Consumer Buy and Use It 14
5.0-Question 5: Marketing Strategies to Increase Nescaf Sales and Market
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15
5.1-Product 15
5.2-Price 16
5.3-Promotion 17
5.4-Placement 18
6.0-Reference 19