1. Batch: 2011-2014
Course Code: 50121308
Course Name: Marketing II
Roll #601
Assignment #302

2. Brand Name: Nescafe
Parent Company: Nestle
Year of Establishment of Nestle: 1866
Introductio
Nestle was established in Switzerland by
Henri Nestle n
Year of Entering the Indian Market:
1961
First Plant set up at Moga, Punjab
Brief Overview:
In 1930 the Brazilian government
approached Nestle to create a new instant
coffee that would give the consumer
another option and at the same time
increase the dwindling coffee exports of
Brazil. It took eight years but in 1938
Nestle introduced Nescafe.

3. Product Range (in India)

4. STP
Analysis
Targeting
A target market is a set of buyers sharing common needs or
characteristics that the company decides to serve.
Positioning
.
Position is the act of designing the company image to occupy a
distinctive place in the minds of the target markets. A product position
is the way the product is defined by consumer attributes
Segmentation
Market segmentation means dividing a market into smaller group with
distinct needs, characteristics, or behaviour who might require separate
products or marketing mixes.

5. Segmentatio
n
Geographical Segmentation
Nescafe has divided the country into four segments i.e. Southern,
Northern, Eastern and Western.
The Southern Segment consumes the most amount of Coffee and
prefers hard and roasted coffee.
Where was in Northern region, Nescafe instant coffee is consumed in
higher quantities.
Demographical Segmentation
Nescafe has tried to segment every age group, families, region, gender
and different socio-economic.

6. Segmentatio
Past n
Nescafe was targeted to morning
people
Present
Nescafe is now targeting the Youth
According to Andrew Ward,
worldwide account director of
Nescafe has launched a $30 million
global campaign, specifically aimed
at 16-24 years old. Use of Youth Icons like
Purab Kohli, Vir Das and
Deepika Padukone as
According to McCann-Erickson Brand Ambassadors
World Group, coffee is the most
popular drink among the youth.

7. Examples
NESCAFE CAPPUCCINO
Targeted to
• Premium urban consumers
• Core audience aged 17-30
• Concentrates on the theme of
“The magic world of endless
pleasure”.
NESCAFE CLASSIC
Targeted to
• The urban professional
• Core audience aged 20-30
• Concentrates on the classic taste of
coffee with the tagline “Coffee at its
Best”

8. Positioning
Nescafe’s positioning is
“1 coffee cup, 1 good feeling ”
The TVCs and all Promotional Messages focus
on passing love between two person.
Sharing a cup of coffee is shown as a symbol of
sharing happiness.
The Red Nescafe mug is another popular symbol
which associates the Brand Nescafe with the
concept sharing happiness.
Nescafe Classic is positioned as “100% Pure
Instant Coffee”
Nescafe Cappuccino is being positioned as “A
true Café”

9. Tvc and Print Ads
They all focus on positioning the brand as a
symbol of shared happiness.