Marketing Mix

Nescafe Product Strategy:

 Nescafe consistently introduced new products to increase both users and usage in line
with its pull marketing strategy.
 Nescafe have a huge set of products, which is mainly aimed to satisfy the customer
taste buds. They make sure that each and every kind of coffee lover finds satisfaction
after testing the coffee.
 Nescafe introduced various blends of coffee, which is their marketing mix products
strategy.
 To emulate the tea drinking experience in the North, it launched Nescafe 3 in 1, a
premix of coffee, dairy creamer, and sugar.
 Nescafe Mild was launched to appeal to consumers who did not like the strong taste
of coffee.
 In 2012, foaming mixes of Cappuccino, Vanilla Latte & Choco Mocha were
introduced to provide more variety to the youth as part of the mega campaign.
 Nescafe Gold was re-launched in 2017 to serve consumers with evolved tastes.
 The demographic need of customers is kept into consideration.
 To maintain coffee leadership, Nescafe introduced a host of other complementary
products like the Nescafe vending machines for offices, stalls, and E Nescafe – a
smart coffee maker to prepare instant hot coffee. 
 The brand has also innovated & created 'contactless' coffee-making machines for its
customers.

Nescafe Price/Pricing Strategy:

 Nescafe has customized and adapted its pricing strategy to serve the needs of the
value-seeking Indian consumers.
 It straddles across multiple price bands starting from the Rs 2 sachet pack. This helps
increase penetration by generating trials & thus increasing affordability.
 Nescafe has estimated other cost factors such as labor and considered mass
production in order to reduce the price and make it more affordable in India.
 Product prices vary based on the variant, ingredient, flavor, size, and type of
packaging like sachets, cartons, cans & jars.
 While sachets help mass user acquisition, Nescafe Gold, priced at a premium over
Classic, serves the discerning consumer with a more prosperous and smoother
experience.
 However, being one of the premium brands it enjoys a high stature and acceptability
at a relatively high cost than its nearest competitors.

Nescafe Place & Distribution Strategy:

 Nestle’s well-oiled distribution network powers Nescafe.

 The brand Nescafe has become a household name with respect to its growth.
  They make sure that they reach to the areas where they expect their target customers
to be.

 Nescafe maintain a huge cycle of distribution and in the due course, with its increase
in brand name the made themselves available in almost all the areas where their
targeted customers are.

 The distribution is like any typical FMCG company. They follow the process of
retailers who supply to the customer.

 Nestle’s well-oiled distribution network powers Nescafe.

 Out-of-home was always recognized as a critical alternate trade channel for Nescafe.
Availability & visibility was ensured in educational institutions, railways, airlines,
offices, food joints, and restaurants throughout the country.

 Plenty of Consumption Zones like Café Nescafe, Coffee Corners, and multi-brand
stalls were set up, and innovative vending machines were introduced.

Nescafe Promotion & Advertising Strategy:

 They make sure they have made all possible communication possible for the
customers to know what the products are. Nescafe make the products advertise
through radio, television, papers, PR activity, newspaper, internet, etc. 
 The brand has a huge fan following on social media, and it engages with its users via
web videos campaigns & connects people globally.
 The company has made one thing sure that their logo remains the same since the
origin. This in a way made the people recognize the logo and they could recognize the
brand just by the logo, as the logo has been imprinted in the mind of the people.
 In particular, it has used persuasive advertising, with an emotional aspect, to make it
an instant success
 Mega Campaigns
1990s: Taste that Gets You Started Out (Energetic start to the day)
2010-2013: Switch on the Best in You (make connections)
2014-2016: It All Starts with Nescafe (Cup of resolve in daily struggle)
2017-2019: It All Starts with Nescafe – Badal Life ki Raftaar (Energy boost for fast-
paced life)
2020-2021: It All ReStarts with Nescafe – Karne Se Hee Hona Hai (Get started again
after lockdown).