7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
1/19
Positioning Strategies andBrand management ofnescafe
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
2/19
Business ProfileNestle 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 ,000 cups consumed e!ery second. Nescafe is by far the
world"s leading coffee brand
#$he coffee with life in it. %ade in &ust ' seconds(. $hat)s how Nescafe
announced its entry into *ndia, in +-. Before the ad campaign hit billboards
across the country, *ndian coffee lo!ers were stuc/ with the idea that coffee is
something that ta/es minute attention to prepare and cannot be instant.
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
3/19
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
4/19
Nescafe emiotics $riangle
NescafeInstantcoee
Nescafe RedMug
Personenjoyingcoee
Object Product
SignImage
Interpmean
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
5/19
1eographically N2352 has di!ided the country mainly into four i.e. southe
northern, eastern and western. 6f the four southern region is the area where
coffee is consumed the most .*n this part hard roasted coffee is consumed
huge amount. *n the northern parts N2352 instant coffee is consumed a lo 9emographically N2352 has tried to reach or co!er the e!ery age group ,
families , wor/ing people , male :female ,educated or illiterate ,and of diffe
socioeconomic classes .
egmentation
$argeting$arget udiences;
+. Wor/ing dults Primary
igh chool econdary
. enior 3iti?ens $hird party
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
6/19
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
7/19
Point of purchase
Nescafe products are mainly sold in the following points. Nescafe 3lassic
being the most commonly used Nescafe coffee line e@tension.
Kirana Store ; $he most common and the most widespread form of salespoint in *ndia.
Modern Retail; Present mostly in cities are increasingly becoming the most
important points of purchase.
Visibility; Whether the product is at eyele!el or not impacts the number of
A=)s sold.
Accessibility; Where the A= stac/ is located in comparison to the entranceof the mall matters as most of the A=s sold today are impulsi!e purchases,
so if the A= stac/ is located near the entrance and is !isible, it will impact
the sales".
Vending Machines; Nescafe has its own !ending machines installed at
!arious locations namely 3ollege canteens, 6ffices, restaurants etc. $his is a
!ery efficient form of 66> mar/eting too.
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
8/19
Positioning strategies
Positioning strategy based on =se or pplication Cets understand this
with the help of an e@ample li/e Nescafe 3offee for many yearspositioned it self as a winter product and ad!ertised mainly in winter
but the introduction of cold coffee has de!eloped a positioning
strategy for the summer months also.
Business %antra
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
9/19
%ore on Positioning trategies used....
=ses product differentiation and image
differentiation to gain competiti!e
ad!antages to build a position
2mphasi?es on product, Duality le!el and
satisfaction of customers
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
10/19
Ealue Proposition
MORE FOR THE SAME
elling its products at same mar/et price but
offers better Duality and higher satisfaction le!els
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
11/19
Positioning tatement
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
Nescaf and its Classic gives the best taste and
quality
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
12/19
Brand Positioning
Nescafe Fthe taste that gets you going)
Nescafe 3lassic F+00G pure instant coffee)
Nescafe 3appucino F true cafe)
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
13/19
B d %
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
14/19
Brand %anagement $he intangible added !alue that a brand pro!ides to a company beyond
its physical net assets
Nescafe has a high image of $ele!ision 3ommercials
Nescafe wants to maintain its image of cool and trendy
coffee cup good feelingwith Nescafe 2motional branding
HNescafe mugH red cup was popular =P
$he two ads are well crafted, and pro&ect a sense of simplicity, of
happiness being present in the simplest things in life. *t introduces a
new tagline !ring out the best in you" *t also reemphasi?es the $1 of
the brand, which is the youth
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
15/19
3ommercials focus on #haring
>appiness(
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
16/19
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
17/19
Year Theme
2005Wake up the spirit with Nescafe Red Cup
2006
Your day doesnt really start until you hae yourNescafe Red Cup
200! Your cup your way" Your day your way
200#$etter coffee with %etter &ornin'
200(Coffee at its %est
20)0*witch on the %est in you
B d l lt
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
18/19
Steps of gaining brand loyalty
1. Nestl ! caf " N#S$%
' #asy to pronounce
' Brand consistency
' (ig) reputation of t)e Nestle
*. $reation of Brand a+areness
' Media mi, - /$0 radio0 magaine0 cinema0
pac2aging0 e3ent sponsors)ip0 sales promotion
4. $reation of rust
' $onsistent image
' $onsistent 5uality of product
Brand loyalty
7/26/2019 Docslide.us Nescafe Ppt 5616ae4b89b0f
19/19