QUESTIONS:

1. What are the different segments for Nescafe products?

Answer:

Nescafe divides consumers on the basis of these segments;

1. Geographic segmentation
2. Demographic Segmentation
3. Psychographic segmentation
4. Behavioural segmentation
2. Who are the target market of Nescafe products?

Answer:

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.

3. What are the positioning strategies of Nescafe Products?

Answer:

Three steps that are used by Nescafe in their positioning strategy are:

• To identify the correct competitive advantage

• To choose the correct competitive advantage

• To select the correct completive advantage

This is then communicated effectively by the company and then delivered to the selected market
position. It is strongly believed by nestle Nescafe that they are unique in their product and its
benefits.

4. Being one of the globally competitive products in the market, what are the strategies that they
are using to meet their objectives and goals?

Answer:

Marketing Mix of Nescafe analyses the brand/company which covers 4Ps (Product, Price, Place,
Promotion) and explains the Nescafe marketing strategy.

1. Product
Nescafe have a huge set of products, which is mainly aimed to satisfy the customer taste buds.
They make sure that each and every kind of coffee lover finds satisfaction after testing the
coffee. Nescafe introduced various blends of coffee, which is their marketing mix products
strategy. The demographic need of customers are also kept into consideration. The company
provides various blends like Nescafe Original Blend, Gold Blend, Gold Blend Decafe, etc. The
Decafe section also has a lot of types like Decafe, Half Café, etc. The Cappuciano has various
 flavours like Unswettened, Decaffeinated, Skinny, etc. to name among a few. There are
expresso, green blend, Latte, Latte with various blends, Vanilla, Mocha, Irish Cream, etc. This is
enough to show the product range of Nescafe. They cater to almost all kind of coffee lover and
make sure that each and every type of coffee lover is satisfied with its products.
2. Price
Nescafe is one of the leading coffee brands in the world. The price of products are dependent on
the quality of the material supplied by the company. The marketing mix pricing strategy of
Nescafe is dependent upon competitors and demand. The products are high in quality and they
are significantly priced. But this has slowly made the customer base small and limited. The
people decided to have these coffees and was a great a great success. There after we saw that
Nescafe has made several changes in the portfolio and new products are in. This has increased
the customer base, as people have a wide variety to choose from. The prices of the followings
were adjusted accordingly. The volume offered to the customers were varied as was the price.
This made it available to a wider set of customers as the products got pocket friendly. The
sachets are available at a very low price. They are targeted to the customers who would prefer a
single cup of coffee and at a cheap rate. The various flavours of Nescafe coffee are made
available at various quantity and their prices also set according to the packing.
3. Place
The brand Nescafe has become a household name with respect to its growth. Nescafe makes
sure that the people all around the world are happy to have their products. They know the
demand of the products and they because of that make sure that they reach to the areas where
they expect their target customers to be. Nescafe maintain a huge cycle of distribution and in
the due course, with its increase in brand name the made themselves available in almost all the
areas where their targeted customers are. The distribution is similar to any typical fmcg
company. They follow the process of retailers who supply to the customer.
4. Promotion
Nescafe emphasises on the promotion of products in all different kinds of way. They make sure
they have make all possible communication possible for the customers to know what the
products are. Nescafe make the products advertise through radio, television, papers, PR activity,
newspaper, internet, etc. The company has made one thing sure that their logo remains the
same since the origin. This in a way made the people recognise the logo and they could
recognise the brand just by the logo, as the logo has been imprinted in the mind of the people.
The advertisement of Nescafe also are innovative and make sure that they catch the attention of
the customers and they kind of get attracted to the products. Online promotion and PR activity
also enhances the connections with the customers and they get to know the products closely.
This gives an overview of Nescafe marketing mix.