NESCAFE

INTRODUCTION:
 The story of NESTLE coffee begins Vevey a small town in
Switzerland. Where a pharmacist named Henri Nestle was
searching for a healthy.
 In 1866, his solution was ready. He called it Farinelactee Henri
Nestle, and it soon became popular in much of Europe. It was the
birth of one of the world’s favourite food brands
 The NESTLE company soon expanded into the chocolate and
other food products, but it wasn’t until 1930 that they put their
expertise into coffee
 Soluble coffee:
Brazilian coffee meets Swiss science. That is how NESCAFE was
born .it all started in 1930 when Brazilian government asked
NESTLE company to create “coffee cubes”. The Brazilian’s goal
was to use their large coffee surplus.
 Eight years research resulted in a coffee that could be made by
simply adding water but which retained the coffee’s natural
flavours.

SWOT ANALYSIS OF NESCAFE:

STRENGTHS:

 Innovation :
Birth of instant coffee
Coffee vending machine
Coffee blending (mixing of substance)
 Availability :
With strong distribution channels it was made available at very
ground level
Targeted different segments and occasions
 Promotions:
 Effective promotions campaign through advertisement, movies,
print and online.
Karan Johor , Deepika Padukone etc. are the brand ambassador’s
for Nescafe.

WEAKNESS:
 Health conscious people avoid coffee
 Usage rate low in tea loving country like India
 Health benefits of coffee not highlighted
 Segmentation: students, professionals upper and middle class

OPPORTUINITES:
 Launch premium coffee products in India which cater to the taste
of Indian preference E.g.: Nescafe gold, Decaf coffee
 Target rural markets with ad campaigns, Radio and print ads
which would work as a catalyst to increase the market share

THREATS:
 BRU’S marketing and expansion strategies pose a threat to the
market holding of Nescafe in India
 Competitors may reach the rural Indian market, which is still
untapped before Nescafe does.

Market Share:
USP:
 It is providing several of tastes, products and choices of coffee to
consumers provide what they want , gaining profits and satisfactions of
customers
 100% pure instant coffee.
 Customer can understand the corporation conveniently
 Good food good life by magazine health advertises
 Quality with affordability
 A mass market player, no premium offerings

PRODUCTS:
 NESCAFE CLASSIC: their signature coffee and an all-time favourite
in households worldwide
 NESCAFE 3in1: The perfect mix of coffee, milk or creamer and sugar
in an easy way
 NESCAFE GOLD Range: The premium choice for you special,
smooth cup of coffee every day. There are 3 different variations:-
GOLD-GOLD MILD-GOLD Decaf
 NESCAFE Espresso- short, dark and intense
 NESCAFE Super Premium Range
 NESCAFE Decaf – gives you the great taste.
 NESCAFE Ice Java Coffee Syrup..

Competitors:
o Indian Coffee House
o Barista Coffee
o Blue Tokai
o Starbucks Coffee
o Café Coffee day
o Leo
o Tata coffee
o Bru

TAGLINE:
It all starts with a Nescafe

Bring out the best in you..