Presented To: Dr.

Neha Patel

Presented by : Raja Utwani Jayesh Arora Shreyansh Joshi Suyash Dwivedi Chirag Gorani

NESCAFE

The beginnings of Nescafe can be traced all the way back to 1930, when the Brazilian government, first approached Nestl. The agency, Brazilian Coffee Institute seeks Nestle to preserve the huge coffee surpluses, by develop coffee that was soluble in hot water. Coffee guru, Max Morgenthaler, and his team set out immediately to find a way of producing a quality cup of coffee that could be made simply by adding water, yet would retain the coffees natural flavor. After seven long years of research in Nestle Swiss laboratories, they found the answer. The new product was named Nescafe a combination of Nestl and caf.

STP OF NESCAFE
SEGMENTATION Geographically southern region is the area where coffee is consumed the most .In this part hard (roasted) coffee is consumed in a huge amount.

In the northern parts NESCAFE instant coffee is consumed a lot. Demographically NESCAFE has tried to reach or cover the every age group , families , working people , male /female ,educated or illiterate ,and of different socio-economic classes

TARGETING

All people in the upper and middle class who wish to make instant coffee.
Mostly the target audience are families , working people , male /female ,educated or illiterate ,and of different socio-economic classes

POSITIONING

Positioning The company's Caf Nescafe outlets in select cities are positioned on the lines of its Nescafe brand's `taste that gets you going' theme

One more was 1 coffee cup, 1 good feeling. The promotional messages show the sharing a cup of coffee as a symbol of happiness

Coffee was invented and patented in 1890, by Mr David Strang

Bru Gold is made of a fine blend of Robusta and Arabica beans that lend their aromatic & tasteful notes to the coffee, and provide a rich mouthful of flavor.
The packaging is stylish and trendy, and is in the form of a triangular jar.

COMPARISON ANALYSIS
Companies Product Nescafe Nestle Bru HUL

Place

2300 distributors 5,50,,000 retailers. Consumer base of over 91mn. 1 to 550 A famous ad papararaparara

Around 2000 wholesalers & 400,000 retail outlets

Price Promotion

1 to 350 Promoted by Professional

Data Collection

Primary Data- Taking view of people residing in near by areas This survey was done through a questionnaire of 5 questions and the sample was taken was 50 Target Audience- People of all age group

GRAPHS ACCORDING TO DATA COLLECTED 1. Do you drink Coffee?

Yes No

Options Yes No

Response 50 0

Percentage 100% 0%

If yes, Which Brand do you prefer to buy?

Options Response Percentage

Nescafe

45

90%

Bru

10%

Taste or Price or Packaging?

Options Response Percentage

Taste

34

66%

Price

10

24%

Packaging

10%

Would you like any other brand apart from Nescafe?

Options Response Percentage

Yes

18%

No

41

82%

How frequently you use the brand?

Once a day Twice a day Thrice a day

Options Once a day Twice a day Thrice a day

Response 7 21 22

Percentage 14% 42% 44%

SWOT ANALYSIS : NESCAFE

Strengths

Market Leader Big brand visibility. Brand Nestle Very strong brand equity in India. Largest market share Trust

Weakness

Targeted a limited Market, Rural areas are not aware Limited advertisement

Opportunities

Rural Areas It can leverage its product name with brand Nestle . Expansion to white malted drinks. More advertisement

Threats

Competition from Bru Competitors Product Price is less then Nescafe There are lot of International Brands trying to come in Indian market, Because the number of people who prefer Coffee is increasing day by day.