Marketing

management

GROUP MEMBER NAME ROLL NO

1.RUTUJA AMBRE 02
2.CHANDRASHILA BANSODE 05
 COMPANY PROFILE
 Company profile nestle is world largest food
manufactured with around 480 factories in 87
countries and a portfolio that range from baby food to
pet care, dairy products, coffee, tea, chocolate etc.
 With more than 3000 cups consumed every second.
 Nescafe is by far the worlds leading coffee brand, and
also the third most valuables beverage brand after
Coca-Cola and Pepsi.
 Nescafe – A combination of NESTLE and café. ‘Nes’
means miracle ‘cafe’ –coffee; miracle with coffee.
 TARGET MARKET

 25-40 AGE PEOPLE.

 NESCAFE Primary target market are coffee drinkers.
 specifically those whom are looking for a quick
solution quality coffee.
 people that want to enjoy their coffee without any
hassle/ ready in jiffy, all in the comfort of their own
home.
 NESCAFE offers coffee that can be enjoyed
everywhere at your convenience.
 COMPETITORS OF NESCAFE

 TATA COFFEE

 STARBUCKS COFFEE

 BRU COFFEE

 CAFÉ COFFEE DAY

 LEO COFFEE
4p’s and 4c’s of nescafe
4P’S 4C’S
PRODUCT CUSTOMER COST

PRICE CONVENIENCE

CUSTOMER
PLACE
SOLUTION

PROMOTION COMMUNICATION
 4p’s- PEOPLE

 Nestle India has been recruiting lakhs of

people to join
 They have been training their employees to
handle the queries of their customers and also
provide better customer service.
 various campaign are organized by their
employees for the purpose of the sales
promotion in different states of India.
 PRICE
WEIGHT PRICE

Classic
s
300g ms Rs.315

200 gms Rs.230

50 gms (mostly Rs.65
consumed)

13 gms Rs.10

Sunrise 50 gm Rs.33.50

50 gms choco cafe Rs.19

 PLACE
 Rural area by supplying low price packs.
 Coffee shops at a different places targeting every
segment of market:
1. Low income group
2. Middle income group
3. high income group
 Nescafe coffee corners, nestle consumption zone.
 Vending machines- in offices, colleges, departmental
stores and places.
 PROMOTION

 Promotion Advertising and sales promotion.

 Television
 Newspaper
 Internet
 Public relation activity
 Public relation at selling point
 NESCAFE mainly focuses on 3 social media tools to
reach out their target market- Facebook , Twitter etc.
 4c’s
 customer solution:
A customer should be your prime focus. The
companies which follow this model believe in marketing
products which satisfy their customers. They are generally
ready to offer customizable products and because they have a
general set of target customer.
 Cost:
Cost is very important consideration during
consumer decision making and hence in the 4c’s principle the
cost is variable given special attention. Thus over here,
costing of the product depend on the customer.
 Customer convenience :
Convenience is equivalent of distribution or
placement of the traditional marketing mix. Taste and
aroma of the Coffee, accordingly quality is the important
elements for them. In this one, the focus is urban young
professionals cosmopolitans with contemporary
lifestyles.
 Communication:
The concept of communication remains
same for both , the traditional marketing as well as
marketing. The media vehicles used for marketing
communications for a mass product and that for different
product. They are used for that mass marketing.
THANK YOU