Marketing Mix of Nescafe

1. Marketing Mix
Presented By
Sonakshi Saxena

2. Company profile
• Company profile Nestle is world largest food
manufacturer with around 480 factories in 87
countries and a portfolio that range from baby food to
pet care, from chocolate to mineral water.
• With more than 3,000 cups consumed every second.
• Nescafe is by far the world's leading coffee brand, and
also the third most valuable beverage brand after
Coca-Cola and Pepsi

3. Marketing Mix (7 Ps)
• Marketing mix will explain the types of factors
that a company considers to bring a product
or service in the market.
• It will also clarify how an International
Marketing concept is being used to market the
products

4. Products

5. Logo
• Nestle ’+ café = NESCAFÉ Brand easy to call, firmly,
and pop brand.

6. Target Market:
• 25-40 years.
• NESCAFÉ ‘s primary target market are coffee
drinkers
• Specifically those whom are looking for a quick
solution to quality coffee.
• People that want to enjoy their coffee without
any hassle/ready in a jiffy, all in the comfort of
their own home.
• NESCAFÉ offers coffee that can be enjoyed
everywhere at your convenience.

7. Price
Weight:
classic 300gms
 200gms
 50gms(mostly
consumed)
13gms
 sunrise 50 gm
 50gms choco café
Price:
Rs.315
Rs.230
Rs.65
Rs.10
Rs.33.50
Rs.19
Nescafe mild is now also available in small sachet of 1 rupee

8. Place
• Rural area by supplying low price packs.
• Coffee shops at a different places targeting
every segment of market
a) Low income group b) Middle income group
c) High income group
• Nescafe coffee corners, Nestle consumption
zone.
• vending machines - in offices, colleges ,
Departmental stores and places

9. Promotions
• Promotion Advertising and sales promotion.
• Television
• Newspapers
• Internet
• Public relation activity
• Public relation at selling point
• NESCAFÉ mainly focuses on 3 social media tools to
reach out to their target market – Facebook, Twitter
and Youtube.

10. Print Ad
Road Ads

11. Social Network
TV
Commercial

12. People
• Nestle India has been recruiting lakhs of
people to join their company.
• They have been training their employees to
handle the queries of their customers and also
provide better customer service.
• Various campaigns are organized by their
employees for the purpose of the sales
promotion in different states of India.

13. Positioning

14. Physical Evidence
• Nescafe has been creating a better evidence
connectivity by setting up the coffee corners
with their logo of Nescafe in vending
machines

15. SWOT
Strength-
1. Strong Nestle brand name
2.Excellent advertising and visibility
3.Good product distribution and
availability
4.Lots of flavours and varieties
available
Weakness-
1.Health conscious people avoid
coffee as it Contains caffeine
Opportunity-
1. Tie-ups with corporate
2.Cheaper packets for rural areas
Threats-
1.Health conscious people avoiding
coffee

16. STP
Segment People looking to make coffee instantly
Target Group All people in the upper and middle class
Positioning
100% pure coffee made from finest coffee
beans

17. Segmentation
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.