Nest Coffee Essay

1. mound 2011-2014 Course Code 50121308Course Name Marketing II Roll 601 Assignment 302 2. leaf blade Name Nescafe invoke Company hold closeYear of Establishment of Nestle 1866 IntroductioNestle was established in Switzerland by Henri Nestle n Year of move into the Indian Market 1961 First Plant dance band up at Moga, Punjab Brief Overview In 1930 the Brazilian governmentapproached Nestle to create a new beat burnt umber that would give the consumer another option and at the same time increase the dwindling coffee berry exports of Brazil. It took eight years but in 1938 Nestle introduced Nescafe. 3. Product Range (in India) 4.STP Analysis Targeting A betoken market is a set of buyers communion common needs or characteristics that the company decides to serve. lineing. Position is the act of designing the company image to need a distinctive place in the minds of the target markets. A harvest-feast position is the way the product is defined by consumer attributes Segm entation Market naval division means dividing a market into sm anyer free radical with distinct needs, characteristics, or behaviour who might solicit separate products or marketing mixes. 5. Segmentatio n geographical Segmentation Nescafe has divided the country into four elements i.e. Southern, Northern, easterly and Western. The Southern Segment consumes the most amount of hot chocolate and prefers hard and roasted coffee. Where was in Northern region, Nescafe exigent coffee is consumed in higher quantities. Demographical SegmentationNescafe has tried to segment every age group, families, region, gender and different socio-economic. 6. Segmentatio knightly n Nescafe was targeted to morning people PresentNescafe is now targeting the juvenility harmonise to Andrew Ward, knowledge basewide account director ofNescafe has launched a $30 millionglobal campaign, specifically aimed at 16-24 years old. white plague of Youth Icons like Purab Kohli, Vir Das and Deepika Padukone a s According to McCann-Erickson Brand Ambassadors World Group, coffee is the most everyday drink among the youth. 7. Examples NESCAFE CAPPUCCINO Targeted to Premium urban consumers Core auditory modality aged 17-30 Concentrates on the theme of The magic world of endless pleasure. NESCAFE CLASSIC Targeted to The urban schoolmaster Core audience aged 20-30 Concentrates on the unspotted taste of coffee with the tagline Coffee at its go around 8.Positioning Nescafes positioning is 1 coffee cup, 1 good feeling The TVCs and all promotional Messages focus on passing love amid two person. Sharing a cup of coffee is shown as a symbol of sharing happiness. The violent Nescafe mug is another popular symbol which associates the Brand Nescafe with the concept sharing happiness. Nescafe Classic is positioned as vitamin C% Pure Instant Coffee Nescafe Cappuccino is being positioned as A true Cafe 9. Tvc and Print Ads They all focus on positioning the brand as a symbol of shared happ iness.