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Docslide.us Nescafe Ppt 5616ae4b89b0f

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    Positioning Strategies andBrand management ofnescafe

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    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.

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    Nescafe emiotics $riangle

    NescafeInstantcoee

    Nescafe RedMug

    Personenjoyingcoee

    Object Product

    SignImage

    Interpmean

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    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

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    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.

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    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

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    %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

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    Ealue Proposition

    MORE FOR THE SAME

    elling its products at same mar/et price but

    offers better Duality and higher satisfaction le!els

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    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

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    Brand Positioning

    Nescafe Fthe taste that gets you going)

    Nescafe 3lassic F+00G pure instant coffee)

    Nescafe 3appucino F true cafe)

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    B d %

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    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

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    3ommercials focus on #haring

    >appiness(

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    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

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    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

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