Marketing Mix

Presented BySonakshi Saxena

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

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

Products

Logo

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

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.

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

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

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.

Print Ad

Road Ads

Social Network

TV

Commercial

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.

Positioning

Physical Evidence

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

SWOT

Strength-1. Strong Nestle brand name2.Excellent advertising and visibility3.Good product distribution and availability4.Lots of flavours and varieties available

Weakness-1.Health conscious people avoid coffee as it Contains caffeine

Opportunity-1. Tie-ups with corporate2.Cheaper packets for rural areas

Threats-1.Health conscious people avoiding coffee

STP

Segment People looking to make coffee instantly

Target Group All people in the upper and middle class

Positioning100% pure coffee made from finest coffee beans

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.