NESCAFE
The story behind NESCAFE started in the 1930s, Switzerland.
Upon the request of the Brazilian government for coffee cubes, NESTLE started
looking into the possibilities of creating soluble coffee that still tastes as
good as any other. Nescafe holds a majority market share of 56% in the instant
coffee market and it has emerged as a world leader in the coffee industry and
the word Nescafe has become almost synonymous to coffee.
Nescafe faces immense competition from rival coffee, tea and
hot chocolate manufacturers. It has also had to compete with the soft drinks
market in attracting younger consumers. It has continued to target health
conscious people with its decaffeinated and organic products.
NESCAFE products include:
· NESCAFE
Original Blend
· NESCAFE
Clasico
· NESCAFE
Dolca
· NESCAFE Gold
Blend, (in Sweden called 'Lyx' as in 'Luxury')
· NESCAFE Gold
Blend Decaf, (in Sweden called 'Lyx' as in 'Luxury')
· NESCAFE Gold
Blend Half Caff
· NESCAFE
Black Gold
· NESCAFE
Spécial Filtre (in France)
· NESCAFE
Decaff
Brand Positioning
Brand positioning is the manipulation of a brand or family
of brands to create a positive perception in the eyes of the public. If a product
is well positioned, it will have strong sales, and it may become the go-to
brand for people who need that particular product. Poor positioning, on the
other hand, can lead to bad sales and a dubious reputation. A number of things
are involved in market positioning, with entire firms specializing in this
activity and working with clients to position their products effectively.
When a product is released, the company needs to think
beyond what the product is for when it comes to positioning. It also thinks
about the kinds of people it wants to buy the product.
Market positioning is
a tricky process. Companies need to see how consumers perceive their product,
and how differences in presentation can impact perception. Periodically,
companies may reposition, trying to adjust their perception among the public.
Although coffee drinkers are much less than 1% of the
population, our survey that considered only youngsters, shows that 9% of the
youngsters are coffee drinkers. More importantly, almost 40% drink both tea and
coffee. This vast group is very likely to get influenced in the future because
of widespread media promotion of Nescafe. All this is showing that the young
generation is increasingly developing a liking for coffee and the shift from
tea towards coffee has begun.
When it comes to drinking coffee, almost 92% of the
respondents answered Nescafe. This included both the company’s product and the
importers. The only other brand to have an impact is Valentino. Valentino’s
market presence is not because of taste and recognition but because of the fact
that it is served through vending machines. Nescafe is encouraging the
promotion of coffee by any other brands or distributors because it will only
broaden the growing coffee market.
Depending on these NESCAFE has designed their POP & POD.
They are mentioned bellow:
Points of parity (POP):
·
Quality ingredients.
·
Similar diversity in product lines.
·
Convenient, easy, and quick to prepare.
·
Affordable and easily available from all
supermarkets.
Points of difference (POD):
·
Internationally recognized with a western
influence.
·
Healthier coffee.
·
Focus on engaging the user experience by
bringing people together and creating a sense of well-being.
Comment
A lot of people in this world are now having a cup of coffee as a refreshing tool from their monotonous & busy life. keeping that in mind NESCAFE is trying to establish in such a way that a random buyer would certainly notice the product and feel the urge to have NESCAFE.
Reference
https://www.google.com.bd/search?q=google+images&espv=2&biw=1093&bih=534&source=lnms&tbm=isch&sa=X&ved=0CAYQ_AUoAWoVChMIma6RsuKKxgIVQy6mCh0BfAC6#tbm=isch&q=nescafe
https://www.nescafe.com/
https://en.wikipedia.org/wiki/Nescaf%C3%A9
https://www.youtube.com/results?search_query=nescafe+
https://www.youtube.com/watch?v=R-lhg65TBDs
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