MM Nescafe Presentation

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Marketing Management: Presenters: Mehran

Transcript of MM Nescafe Presentation

Page 1: MM Nescafe Presentation

Marketing Management:

Presenters:Mehran

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INTRODUCTION:INTRODUCTION:

Coffee has been nature's gift for thousands of years. Around the globe in the equatorial region coffee is grown in some eighty countries spread across four continents

Beginnings of NESCAFÉ can be traced all the way back to 1930 when the Brazilian government first approached Nestlé to find a way to preserve its huge coffee surpluses.

The idea was to produce a quality cup of coffee that could be made simply by adding water.

Nescafé is a brand of instant coffee made by Nestlé. It comes in the form of many different products.

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FAST FACTS FAST FACTS After water, Coffee is the second largest

consumable beverage around the world. Each cherry consists of two coffee beans. The name NESCAFÉ is a combination of Nestlé

and café. It can take up to four years for a coffee to reach

mature production.

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Strengths

Broad geographic coverage – Global leader in instant coffee – World number one in other hot drinks – Strong brand portfolio – High levels of research and development expenditure – Solid financial base – Capacity to pass on costs –Weaknesses

Reliance on mass market – Limited presence in tea – Increasing bias towards low-margin products – Negative ethical image –

SITUATION ANALYSISSITUATION ANALYSIS

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Situation analysis

Opportunities

Strong growth forecast in Asia-Pacific – The premium trend – The health trend – Cross-branding –

Threats

Sluggish prospects in developed markets – Coffee machine competition – Rising costs – Competition from beyond hot drinks –

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BRAND POSITIONINGBRAND POSITIONING

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Brand Positioning Strategies Brand Positioning Strategies

The distinctive position. The co-ordination of taste and

quality Tapping into consumer health

consciousness The product composition

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Product There is a range of Nescafé products available

NESCAFÉ CLASSICNESCAFÉ Classic kicks start your day and keeps you going and going…

NESCAFÉ GOLDThe premium blend of coffee that gives you rich taste with an aroma to soothe your soul.

 

NESCAFÉ 3in1Sugar, Creamer & Coffee; all you need is love and a little hot water. Makes every cup taste great. Easy to make, convenient to store and hassle free usage.

 

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Price The prices of the Nescafé products vary

in respect of the products.Place (Distribution) The Nescafé product range is available in

all small independent grocers and/or stores.

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PromotionA variety of promotional techniques. This

includes:Large scale advertising They advertise their products in a wide

variety of print, broadcast and display media. Their most recent nation wide advertising campaigns were the "Open up with Nescafé" series, and the "Nescafé in the morning" series.

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Nescafé's marketing mix is aimed at a large and varied segment of the instant coffee market. They could be considered the leader of the instant coffee industry. The most obvious segments of the market they target are:

Young adult café culture segment: Upscale, quality driven, higher income

consumers: Middle-class consumer (no age target):

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To strengthen NESCAFÉ’s leadership position as the preferred brand in the Coffee Mixes category.

To attract youth to NESCAFÉ 3in1, a convenient way to enjoy the distinctive NESCAFÉ taste and aroma, anytime, anywhere.

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MARKETING STRATEGIESMARKETING STRATEGIES

Marketing strategies that Nescafe adopts

High quality product Better Taste Pricing Strategy Nestlé owns enormous brands Global adaptation Good number of acquisitions Growth possibilities in different zones

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Execution The healthy impact of coffee The Body, Mind and Soul of Coffee Coffee and your mind Coffee and your bodyImplementation Create a simple plan for your business Execute the activities consistently Develop a system for tracking

marketing effectiveness Measure

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CONCLUSION AND RECOMMENDATIONSCONCLUSION AND RECOMMENDATIONS

According to a recent survey conducted by Nescafe to know the preferences and choice of the customers for beverages, majority of the respondents opined that coffee make them feel refreshed. Besides this, few respondents preferred to use coffee since it warms them up especially in winters.

Nescafe is known for its high quality and consumer

satisfaction. It’s a mature and highly uses product, prefer by people on the bases of its unique taste and quality.

The healthy impact of coffee