Nestle Coffee Case Study

11189 Words 45 Pages
Register to read the introduction… Nestle Tea (Nestea) is now able to target the left out crowd also in the urban market and with the retail format and small pouch (Re 1 per pouch), it is best able to reach the consumer in the rural market. Nescafe website also provides new product launch information along with the recipe of products which are sold in the Nescafe outlet.

1. What are your recommendations to expand the market base for instant coffee such as Nescafe, given that there is a strong regional preference and tradition for a particular beverage? 2. Given that there is certain popular myths about coffee drinking in India, how will you try to change such beliefs, values and customs? 3. What role will opinion leaders play to increase popularity of drinking instant coffee among the teenagers and college students? 4. Examine the effectiveness of 'anytime and everywhere campaign' run by Nescafe. Discuss how to penetrate into new segments through new product and endorsements.

Consumer Decision
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The transition from a humble homemaker to a tech savvy, independent decision maker has taken place. The Indian women occupy an important place in the society. By targeting this segment through its easy-to-drive cars, with technology adaptations like power steering would help it expand its customer base. Maruti Driving School intends to be the best motor driving training school in the country, by providing not just driving skills but also better awareness towards overall road safety and t\ms attracting prospective customers who do not know driving. After securing its foothold in urban and semi-urban markets, Maruti has launched a pan-India campaign-Mera Sapna Meri Maruti (My dream my MarutO-to tap the vast potential of the rural market. Maruti aims to position itself as the first mover in villages. To increase financial facilities for rural customers and offer flexible loans linked to the harvesting season, Maruti has roped in a large number of regional rural banks as its partners. The company offers additional cash discounts for rural customers. Under its sales strategy, it has also developed a network of rural dealers' sales executives for marketing in villages and contacts with Panchayat representatives who have a strong influence in rural areas. QUESTIONS FOR

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