Q 1) Initial sales of Nescafé instant coffee were disappointing.

The majority of the people

who reported product dislike stated that the reason was the flavor. Based on consumer
taste tests, however, Nescafé’s management knew consumers found the taste of instant
coffee acceptable when they didn’t know what type of coffee they were drinking.
Suspecting that consumers were not expressing their true feelings, what kind of technique
would you suggest to find the true feelings? Could you make a point-of-difference here
based on taste? Why or why not?
Ans:
Being suspicious that customers were not expressing their real state of mind, Nescafe’s
management used psychographic research customer survey technique and I would suggest the
Psychographic research technique as psychographics in marketing focus on understanding the
consumer’s emotions and values, so you can market more accurately as it is the qualitative
methodology of studying consumers based on psychological characteristics and traits such as
values, desires, goals, interests, and lifestyle choices so from the case they created two shopping
list menu and served to customer to do the survey. From their survey they found that the four
category people lazy, fails to plan household purchases and schedules well, thrifty and not a
good wife has chosen 48%, 48%, 4 and 16% respectively Nescafe instant coffee rather than
homemade coffee. So we need to know what point of difference is so it refers to the factors of
products or services that establish differentiation. Differentiation is the way in which the goods
or services of a company differ from its competitors so here no point of difference is found based
on taste as we cannot change the coffees taste but we could suggest to improve the taste to make
a point of difference like improving the quality of the instant coffee and focus on improving and
giving the best quality in Aroma ,acidity , Body three characteristics that creates the coffee taste
if this things can be improve and make it reach to the great taste then point of difference on taste
can be made as per case people with different social condition such as lazy, fails to plan
household purchases and schedules well, thrifty and not a good wife has chosen the Nascafe’s
instant coffee due their social factors. Taste of coffee or economical factor did not play any role
for choosing Nescafe’s instant coffee among these consumers.
Instant coffee visualized a withdrawal from homemade coffee respecting consumers feeling for
their relatives. Alternatively, the “labor-saving” side of sudden coffee, instead of being a quality,
was an obligation in this it desecrated shopper behaviors customers were intentionally unwilling
to acknowledge this truth once questioned right however were higher capable to specific their
real state of mind when questioned for survey to a different individual.
Q 2) Using marketing communication, how could you help Nestlé to overcome imagery
problem of Nescafé coffee?
Ans:
So as first we need to know what marketing communication is so Marketing Communication
refers to the means adopted by the companies to convey messages about the products and the
brands they sell, either directly or indirectly to the customers with the intention to persuade them
to purchase.
The tactical consequences of this novel analysis result were vibrant. Supported the first
investigation outcomes, the apparent placing for instantaneous coffee with relation to regular
coffee would regulate an opinion of dissimilarity on “convenience” and an opinion of similarity
on the foundation of “taste.”
According to the project result, it had been clear that there additionally required to be a point-of-
parity on the premise of customers’ imaginings. So, a succeeding advertising promotion was
initiated that encouraged Nescafé instant as the approach for housewives to release time so that
they might allocate overtime for a lot of vital family activities.
So if I suggest to you help Nestlé to overcome imagery problem of Nescafé coffee there are
some marketing communication mix which helps to improve the problems:
Fig : Elements of Marketing communication Mix

Various creative communication tools are this which helps to improve imagery problem of
Nescafe.

It will be deliberate of few creative communication tools such as YouTube video, apps, podcasts
and word of moutarketing via social media such as Facebook, Instagram,Twitter.

# an app assisted to build up brand image for the consumers of Nescafe

# YouTube Video is a motivational factor for consumers of Nescafe to build up brand
image
# Podcasts will be motivational factor for consumers of Nescafe to build up brand image.
# Word of mouth marketing via social media is a motivational factor for the consumers of
Nescafe to build up brand image.
The advertising is necessary in social medias in Facebook , YouTube , Instagram and all
and have to do survey of stories what people like or not and should be done the
suggestions are needed.
Events and experience to do some events sponsorship to raise up the brand image and
make the brand known to people more about it in the events of sports and other to create
a long term association with them.
Survey of customer is needed by tasting them and taking suggestions and make a cart
offering in the private universities to target young generations.
In all way they need to make the promotions and make the Brand image and know people
about it and improve the best quality as much as they can and have to follow the survey
and target audience according the suggestions and survey. According to me Nescafe has
to improve their point of parity as they are late comer in the market and make the best
quality for taste.