UAI Study

Chocolate, men & coffee – some things are better rich!

17 November 2012
Nescafe is most advertised instant coffee brand and is
also the no. 1 top of mind instant coffee brand
Most Advertised Brand

18
16
14
12
10
8
6
4
2
0
Kopiko San Mig Nescafe Blend 45 Great Jim's DXN
Taste

Top of Mind Instant Coffee Brand

20

15

10

0
Kopiko San Mig Nescafe Blend 45 Great Jim's DXN
Taste

3
Television may be the best way to reach consumers

Marketing Approach

18
16
14
12
10
8
6
4
2
0
TV Radio Newspaper Magazine F/R/N Stores

4
39% of the respondents preferred Nescafe over the
other instant coffee products
Most Preferred Brand

20

15

10

0
Kopiko San Mig Nescafe Blend 45 Great Taste Jim's DXN

5
Among the products, Nescafe has been the most
previously consumed brand of instant coffee

Most Previously Consum ed Instant Coffee

20

15

10

0
Kopiko S a n Mig Ne sc a f e Ble nd 45 Gr e a t Ta st e J im' s DXN

Most Previously Consumed Size of Instant Coffee

25

20

15

10

0
23g 40g 400g

6
Consumers drink coffee mostly during breakfast and is
usually consumed along with bread
Tim e of Day w hen you drink coffee

Routine
Breaktime
Work hours
Overtime
Breakfast
Lunch
Dinner
Others
Items consumed along with coffee

Bread
Cake
Cookies/Biscuits
Rice Delicacies
Pasta
Chips
Others

7
Coffee is usually drank in the dining room or kitchen with mothers
as the next heaviest consumer of instant coffee in the family
Loca tions w he re you drink coffe e

Others

Entertainment Rm

Study Room

Comf ort Room

Kitchen/Dining

Bedroom

V eranda/Balcony

0 5 10 15 20

Family members who also drink coffee

Husband/Wife
Grandparents
Son
Daughter
Sister
Brother
Mother
Father

0 2 4 6 8 10 12 14 16 18
8
Jim’s and DXN are most unfamiliar brand which may
have been caused by poor advertisement
Unfamiliar Brand

20
18
16
14
12
10
8
6
4
2
0
Kopiko San Mig Nescafe Blend 45 Great Taste Jim's DXN

Most Advertised Brand

20
18
16
14
12
10
8
6
4
2
0
Kopiko San Mig Nescafe Blend 45 Great Taste Jim's DXN

9
Supermarkets are the usual place to buy coffee and
consumers buy coffee almost everyday
Place where coffee is usually bought

Others

Canteen

Grocery Store

Sari-Sari Store

Convenience Store

Department Store

Supermarket

Drugstore

0 2 4 6 8 10 12 14

Frequency of Buying Coffee

Others

Meetings/Sessions

Once a month

Twice a week

Once a week

Almost Everyday

0 1 2 3 4 5 6 7 8

10
3-in-1 mixed coffee is the most purchased variant of
instant coffee
Most purchased variant of instant coffee

25

20

15

10

0
Plain 3-in-1 5-in-1 7-in-1 Others

No. of Instant coffee purchased

10
9
8
7
6
5
4
3
2
1
0
1 pc 2 pcs 3 pcs Others

11
Consumers are more inclined in buying coffee that have a good
taste and taste may also determine the success of a product

Factors important to comsumers in buying coffee

90
80
70
60
50
40
30
20
10
0
Taste Smell Price Packaging Size

12
 Nescafe tops the overall product rating with a score of
303 out of 600
Overall Product Rating
350

300
58
250 52
61 Size
200 51
39 Packaging
150 59 Price
54 30 37
Smell
32 25
100 60 42 Taste
57 32 21 19
28 40 17 12
50 32 25 17 12
59 65 20 13
34 44 14
27 21 16
0
Kopiko San Mig Nescafe Blend 45 Great Jim's DXN
Taste

13
Recommendations
 Use television, SMS and Internet as mediums for
advertising the product.
 Concentrate TV advertisement of product during
breakfast.
 Mothers as target market in shifting preference.

 Promotions such as “Free loaf of bread for every

xxx numbers of instant coffee bought”.
 Instant coffee TV commercials use the
kitchen/dining area setting.
 DXN must improve its product advertisement

14
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