Marketing91

  • Home
  • Categories
    • Marketing
      • Advertising
      • Branding
      • Sales
      • Retailing
      • Consumer Behavior
      • Distribution
      • Market Research
      • Pricing
      • Product Management
      • Strategy
      • Segmentation
      • Targeting
      • Positioning
      • Services Marketing
      • Articles
    • Digital Marketing
      • Blogging
      • SEO
      • E-commerce
      • PPC
      • Email marketing
      • Social Media Marketing
      • Facebook Marketing
    • Brands Analysis
      • Marketing Mix
      • SWOT
      • Strategies
      • Competitors
      • Lists
      • Expensive
    • Management
      • Customer Management
      • Communication
      • Leadership
      • Decision Making
      • Delegation
      • Organizational Management
      • Motivation
      • Personal Development
      • Project Management
      • Risk Management
      • Team Management
      • Time Management
    • Careers
      • Interviews
    • Business
      • Business Models
      • Logistics
      • Supply Chain
    • Human Resources
    • Skills
  • News
  • About Us
    • Contact Us
  • Academy

Marketing Strategy of Nescafe – Nescafe Marketing Strategy

September 6, 2018 By Hitesh Bhasin Filed Under: Brand Strategies

Starting its operation in 1938 Nescafe has come a long way to emerge as a significant player in the market dealing with more than 5000 types of coffee beans. The world’s leading coffee brand is been sold in more than 182 countries across the globe.

Table of Contents

  • Segmentation, targeting, positioning in the Marketing strategy of Nescafe –
  • Competitive advantage in the Marketing strategy of Nescafe –
  • BCG Matrix in the Marketing strategy of Nescafe –
  • Distribution strategy in the Marketing strategy of Nescafe –
  • Brand equity in the Marketing strategy of Nescafe –
  • Competitive analysis in the Marketing strategy of Nescafe –
  • Market analysis in the Marketing strategy of Nescafe –
  • Customer analysis in the Marketing strategy of Nescafe –

Segmentation, targeting, positioning in the Marketing strategy of Nescafe –

A mix of Geographic, demographic and psychographic segmentation strategies are used by Nescafe in order to make one type of coffee beans available in another part of the globe and revolutionise the coffee culture.

Nescafe uses both differentiated/mass targeting strategy so that for retail customers there are different offerings available for different segments of customers and for corporate customers, there is a standard coffee vending machine.

Nescafe has positioned itself based on usage-based and value-based positioning strategies.

Marketing mix – Here is the Marketing Mix of Nescafe.

SWOT analysis – Here is the SWOT analysis of Nescafe.

Mission- “Responsibly & continuously work to make coffee available to those who love drinking it and help those who earn their bread & butter by producing it.

Vision- “Not Available”

Tagline-“It all starts with a Nescafe”

Marketing Strategy of Nescafe - 1

 

Competitive advantage in the Marketing strategy of Nescafe –

Strong Parent company: Nestle is the parent company of the coffee brand Nescafe. Having rich experience in FMCG industry and wide reach in various countries is helping the company in being stable financially as well as product wise.

Also Read  Marketing Strategy of General Motors

A wide variety of Coffees: Nescafe is one the oldest coffee brand offering nearly 5000 types of coffee beans even in the small sachet or SKU’s (stock keeping units).

High TOMA: being one of the renowned coffee brands it commands major market share being present in 180 countries and having high visibility & top of mind awareness.

BCG Matrix in the Marketing strategy of Nescafe –

Whether it’s their 5000 types of coffee beans available in different SKU’s or the coffee vending machine, the coffee business of Nestle under brand Nescafe is a star in the BCG matrix.

Distribution strategy in the Marketing strategy of Nescafe –

Nescafe distributes its offerings through a different mode of channels to different customer groups. For retail customers, it uses wholesalers/distributors channel to make the different SKU’s (stock keeping unit) / sachet available to the end consumer, e-commerce sites and for corporate customers, it sells coffee vending machines through company’s own sales network.

Brand equity in the Marketing strategy of Nescafe –

one of the famous coffee brand with high visibility across the globe is redefining the small meetings, get together of friends/family, endless talks people do and usually the way people interact, it all starts with Nescafe. Brand Equity’s Most Trusted Brands Report for 2015 positions it as a 6th hot beverages brand.

Marketing Strategy of Nescafe - 2

Competitive analysis in the Marketing strategy of Nescafe –

The expansion of the market due to the entry of global players like Starbucks and Dunkin’ Donuts in the developing nations, changing the lifestyle of customers is reshaping the demand matrix of the industry. Nescafe is competing with companies like Bru, Tata coffee, substitute’s products like coffee flavoured drinks and several coffee chains.

Market analysis in the Marketing strategy of Nescafe –

The Coffee market is highly competitive with a large number of local, national & international players targeting different strata of customers. Rising labour costs, changing climatic conditions, degrading farming methods, migration of people from coffee cultivation/ farming areas to cities, rising raw material costs i.e. coffee beans and changing lifestyle are some of the factors affecting the industry.

Also Read  Marketing Strategy of Barclays - Barclays Marketing Strategy

Customer analysis in the Marketing strategy of Nescafe –

Nescafe deals in corporate as well as retail customers. Retail customers fall within the age group of 20-35 years. The customer segments comprise mainly of college-going students & young working professionals.

Liked this post? Check out these detailed articles on Topic of Brand Strategies

Alternatively, check out the Marketing91 Academy, which provides you access to 10+ marketing courses and 100s of Case studies.

Marketing91 Academy

About Hitesh Bhasin

Hi, I am an MBA and the CEO of Marketing91. I am a Digital Marketer and an Entrepreneur with 12 Years of experience in Business and Marketing. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. You will generally find me online at the Marketing91 Academy.

Related posts:

  1. Marketing strategy of Cadbury – Cadbury marketing strategy
  2. Marketing strategy of Audi – Audi marketing strategy
  3. Marketing strategy of BMW – BMW marketing strategy
  4. Marketing Strategy of HP – HP Marketing Strategy
  5. Marketing Strategy of Vodafone – Vodafone Marketing Strategy
  6. Marketing Strategy of Cinemax Channel – Cinemax Marketing Strategy
  7. Marketing Strategy of Crompton Greaves – Crompton Greaves Marketing Strategy
  8. Marketing Strategy of Amway – Amway Marketing Strategy
  9. Marketing Strategy of Reebok – Reebok Marketing Strategy
  10. Marketing Strategy of Zomato – Zomato Marketing Strategy

Join the Marketing91 Academy

Marketing Masterclass

Management Masterclass

Management Masterclass

Communication Course

Communication Masterclass

View All Courses
Economics Masterclass

Economics Masterclass

Sales Masterclass

Sales
Masterclass

Advertising Masterclass

Advertising Masterclass

View All Courses
Leadership Masterclass

Leadership Masterclass

Branding Masterclass

Branding
Masterclass

Strategy Masterclass

Strategy
Masterclass

View All Courses
Not found what you are looking for? Search this website.

Comments

  1. Juliet says

    I appreciate the knowledge. I have a question sir. In terms of marketing which area do you think that Nescafe should explore more

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Advertisement
Recent Posts
  • Informational Power: Definition, Sources and Importance
  • Reward Power in Leadership: Definition and Examples
  • Expert Power: Definition, Examples and Development
  • Legitimate Power: Definition, Examples, Advantages and Disadvantages
  • Nike, Adidas, Shein, and Temu Sent Letter From House China Committee About Forced Labor
Advertisement

Marketing91

MORE INFO

  • About Marketing91
  • Marketing91 Team
  • Privacy Policy
  • Cookie Policy
  • Disclaimer
  • Terms of Use
  • Editorial Policy
  • Advertise
  • Contact us
  • Sitemap

WE WRITE ON

  • Marketing
  • Business
  • Management
  • Brands
  • Digital Marketing
Search
[email protected]

Copyright © 2023 Marketing91 All Rights Reserved