Presented by :

Raja Utwani

Jayesh Arora

Shreyansh Joshi

Suyash Dwivedi

Chirag Gorani

Presented To:Dr. Neha Patel

NESCAFE

The beginnings of Nescafe can be traced all the way back to 1930, when the Brazilian government, first approached Nestlé.

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 coffee’s 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 Nestlé and café.

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 Café 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 Nescafe Bru

Product Nestle HUL

Place •2300 distributors•5,50,,000 retailers.•Consumer base of over 91mn.

Around 2000 wholesalers & 400,000 retail outlets

Price 1 to 550 1 to 350

Promotion A famous ad papararaparara Promoted by Professional

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

Data Collection

GRAPHS ACCORDING TO DATA COLLECTED

1. Do you drink Coffee?

Options Response Percentage

Yes 50 100%

No 0 0%

YesNo

If yes, Which Brand do you prefer to buy?

Options Response Percentage

Nescafe 45 90%

Bru 5 10%

Taste or Price or Packaging?

Options Response Percentage

Taste 34 66%

Price 10 24%

Packaging 6 10%

Would you like any other brand apart from Nescafe?

Options Response Percentage

Yes 9 18%

No 41 82%

How frequently you use the brand?

Options Response Percentage

Once a day 7 14%

Twice a day 21 42%

Thrice a day 22 44%

Once a dayTwice a dayThrice a day

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

Competitor’s 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.