Who are the customers of Nescafe?

Demographic Perspective:
 18-30 years old people are the coffee consumers for a long period.
 Nescafe focuses all their promotional campaign to their generation Z (University students).
 Nescafe’s most important is Japan, driven by consumer lifestyles and the wide availability of
instant coffee in multiple packaging formats.
Psychographic Perspective:
 Social Class: Espresso Coffee is a beverage held for society's high class.
 Customers in the medium income segment: This crowd is obliged by Nescafe's Blend 43, Mild
Roast, and Espresso items.
Behavioral perspective:
 Benefits Sought: “Nescafe is for those people who wants to begin their day with a positive vibe.”
 User Status: There are different status based on consumption of coffee drinker non user, first time
user, occasional user, regular drinkers.
 Usage Rate: Heavy coffee drinker, moderate coffee drinker, medium coffee drinker, light coffee
drinker.
 Marketing Mix(4 P’s)
Nescafe Prize Nescafe Product
Weight Prize(BDT) Features: Prepared from selected coffee
beans,with a best Price.
0.7g 5tk Variety: Nescafé instant coffee, Nescafe
3 sticks in 1, 15g 10tk classic, cappuccino, espresso, gold.
Services: Innovated & created 'contactless'
Original Coffee 265tk
100g coffee-making machines for its customers.

Classic 200g pouch 309tk

pack

Nescafe Place Nescafe Promotion

 Rural area by supplying low price packs.
 Vending machines - in offices,colleges,
departmental stores and places.
 Coffee shops at a different places targeting
every segment of market(Low
income,middle income & high income
group).
 Promotion Advertising and sales.
 Television
 Newspapers
 NESCAFE mainly focuses on 3 social
media tools to reach out to their target
market - Facebook, Twitter and Youtube.
 Targeting, Positioning

Targeting :
 Artists
 A corporate rushing for a meeting
 Youngstars
 Proffesionals
 A couple
 Friends
Positioning :
 Nescafe’s positioning is “1 cup coffee,1 good feeling”.
 TVC’s and all promotional messages focuses on love between 2 person.
 The red coffee mug is another popular symbol .
 Product Life Cycle of Nescafe
Introduction Stage :
 Nescafe started their journey first in 1930 in Brazil.
 Nescafe conducts free testing section,gives free samples to customer at hypermarket and offers their
product in cheaper price during the promotion of new launched product.
Growth :
 Nescafe has a strong branding,high quality with reasonable price to secure their market position.
 Utilize advertising to stress the product’s benefits for target customer.
Maturity :
 At this stage,nescafe also develop a new product image and apply the new technology to their products.
Decline :
 Nescafe has not hit the point of decline on now.
 SWOT Analysis
Strength Weakness Opportunities Threats
1.Well-known brand 1.Difficult to care each item 1.Healthy drink items 1.Price war
2.Diverse product of portfolio segment 2.Saturated market
portfolio 2.Complex supply chain 2.Easy to find partners to 3.Number of rivals are
3.Active & brilliant network distribute in another increasing
employees 3.Difficult to mix with some countries 4.Substitute products
4.Creative promotion culture 3.Higher growth potential 5.Aggressive advertiding
5.Loyal consumer base 4.Pricing of rivals
6.Nestle collaboration
7.Quality coffee
8.Worldwide consumer
base
9.Motivated employees