Brand
History :
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. The solution was found a few years later with the help of Max
Morgenthaler and his team, introducing soluble coffee to the world on 1 April
1938. To date, it is a global household favorite, making it to the top spot in
Interbrand’s ranking of Best Swiss Brands in 2012.
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:
Target
market:
|
Geographic Segmentation
|
City: All cities in Bangladesh
Area: Rural, Urban Areas
|
|
Demographic Segmentation
|
Age: 12+
Religion: All
Education: Educated, Uneducated
Gender: All
Income: Tk.7000+
Occupation: Students, Corporate person
|
|
Psychographic/ Behavioral
Segmentation
|
Attitude: Positive Attitude
Usage Rate: Daily & Weekly usage
Social Class: Lower class, Middle class, Upper
class
|
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.
·
Corporate social responsibility
performed by parent company and NESCAFE through the NESCAFE plan. The focus is
on creating value for the entire coffee
supply chain.
Reference:
