BRAND

NESCAFE BACKGROUND

Nescafe SegmentationDifferentiated Marketing

Nescafé selects differentiated marketing strategy by targeting the different segments in the market. It offers different products for different segments, and each segment receives a customized product such as Nescafé Classic, Nescafé Gold, Nescafé Collection, Nescafé 3ü1 Arada, Nescafé Cappuccino, Nescafé Xpress.Nescafe Classic also targets different segments. For example, Classic 2 gr. targets students who needs coffee at any time any where, whereas Classic Kavanoz 200 gr. targets families with family size of 4 or more. Another example would be Classic Ekonomik Paket 100 gr. that aims to catch the lower income level families

Niche Marketing

With its new product Nescafé Green Blend, company aims to catch potential customers who want to live healthily by ensuring new product’s natural ingredients and unroasted green coffeee beans.

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Several potential target segment:1)Occupation: StudentsAge: 15-23

Lifestyle: Busy P

Denstiy: Urban G

Personality: Ambitious, outgoing P

Occasion: Seasonal (at exam times) D

Benefits: Convenience B

User Status: Potential user, regular user, first-time user B

User rate: Light user B

Loyalty Status: Medium B

2)Occupation: ProfessionalsAge: 23-31

Lifestyle: Western P

Denstiy: Urban G

Personality: Inspired, outgoing P

Occasion: In the mornings D

Benefits: Quality B

User Status: Regular user B

User rate: Medium user B

Loyalty Status: None, medium, strong B

3)Occupation: ManagersAge: 46-60

Family Life Cycle: Married w/children D

Lifestyle: Hard-worker P

Denstiy: Urban G

Personality: Ambitious P

Occasion: Regular B

Benefits: Speed B

User Status: Regular user B

User Rate: Heavy user B

Attitude toward product: Indifferent B

Segmentation target and positioningNestles promising to providing quality products to Singapore people. dates back more than 90 years ago trading MILKMAID condensed milk by Anglo-Swiss Condensed Milk Company.After the some years it has been provided in Singapore for Singaporeans, Nestlé has won the trust of Singaporeans for being a food maker with the maximum safety and quality measurement with this products.Nestlé started its business and operation in Singapore in 1912 and has become successful in this country, largely as a net result of its operating principles. These seek primarily to:-Offer Singaporeans the mostly safety and quality measurement in our food and beverage products in Singapore.Nestle Utilized the most new and up-to-date advance technology and its accounted science-based experienced in the manufacture of milk food products.Nestle takes its broad responsible partner as a corporate citizen member by availability in community and social projectsthat contribute to the speedy development of the country

Nescafe product include:Nescafé Original BlendNescafé ClassicNescafé ClasicoNescafé Dolca [12]

Nescafé Gold Blend, (in Sweden called 'Lyx' as in 'Luxury')

Nescafé Gold Blend Decaf, (in Sweden called 'Lyx' as in 'Luxury')

Nescafé Gold Blend Half CaffNescafé Black GoldNescafé Spécial Filtre (in France)Nescafe Blend 43Nescafé Blend 37Nescafé DecaffNescafé Half Caff

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Nescafé Fine BlendNescafé Partners Blend (Fairtrade)Café Parisien (The Paris experience)Nescafé SurayaNescafé Alta RicaNescafé Alta Rica DecaffNescafé AllenNescafé Cap ColombieNescafé EspressoNescafé Red Cup (available in several European

countries)Nescafé Green Blend (with more antioxidants,

available in Sweden)Nescafé Azera (barista style instant coffee)Nescafé Café de Olla [13]

Nescafe positioningMORE FOR THE SAME……

Nescafe is selling its products at the same prices with market average like its competitors but at the same time presents its customers high level of satisfaction with respect to quality of coffee.

POSITIONING STATEMENT……

“To people who are inspired and outgoing, cool and trendy,

In the need of starting each morning with an enjoyable taste and original smell of coffee,

Nescafé and its Classic gives the best taste and quality,

That makes you both relax, happy and unsleepy.”

BRAND AMBASSDOR

THANKYOUMADE BY:

CHANCHAL TOMAR