PRESENTATION ON THE TOPIC:NESTLE -NESCAFE

PRESENTED TO:

PREPARED BY:

Mr. Prashant Raman

Sangeeta Teronpi
Shipra Bansal
Shivangi Agarwal
Shivangi Varshney
Shivani Anand
Shivani Saxena
Shrishti Sharma

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COMPANY PROFILE
Nestle is the world largest food manufacture 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 4000 cups consumed every seconds. Nescafe is
by far the worlds leading coffee brand, and also the third most
valuable beverage brand after Coca-Cola & Pepsi.

PRODUCT PROFILE
The product was name Nestl's NESCAFE a combination of
Nestl's & caf. Coffee-mate is the product of NESCAFE
which was first introduced in Switzerland, on April 1ST 1938.
In 1995 NESCAFE continued to bring you the world 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 & flavors' from every single coffee bean.
In 1994 the full aromas process was invented to make the
unique quality and character of NESCAFE even better.

4PS OF MARKETING MIX

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 favorite?

PRICING
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.

PRODUCT

NESCAFE

BARISTA

CCD

CAPPUCCINO

Rs. 35

Rs. 56

Rs. 52

CAF
VIENNOIS

Rs. 38

Rs. 64

Rs. 61

ESPPRESSO

Rs. 42

Rs. 62

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
1. Low income group
2. Middle income group
3. High income group.
Targeting metros in India.
Large market acquisition especially in South India.

PROMOTION
Advertising & sales promotion.
It has always tries to put NESCAFE as:
1. Wakes you up.
2. Perks you up.
3. Brings clarity to your senses.
4. Moving & ready to phase a task ahead.
5. Chances to relax & reflect.
6. Share a moment together.

IDENTIFICATION OF LARGEST
MARKET BY STP ANALYSIS
SEGMENTATION:

Geographic segmentation.
Demographic Segmentation.
Psychographic segmentation.
Behavioral segmentation.

TARGETING
The target market of Nescafe Classic is determined by income levels. Age
is not a factor which is taken into account but, the target market is
generally narrowed down to:

Independent students who wish to make coffee without any help.

Late night workers who want a stimulant in the form of caffeine to stay
awake
Quick solution to quality coffee.
Target young coffee drinkers.

POSITIONING
The companys Caf Nescafe outlets in select cities are
positioned on the lines of its NESCAFE brands taste thats
gets you going theme. Caf Nescafes offers 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.