Presentation on Nescafe caselet

1. NESCAFE CASELET
PRESENTED BY
PRETAM LAHA
PANKAJ AGARWAL
POUSALI MUKHERJEE
SOURAV TIBREWAL
NAYAN SAHA

2. INTRODUCTION
 In early 60’s in North America, Nescafe
launched its “instant coffee”.
 Aimed at middle class and even low medium
income strata of busy housewives- in the
urban and semi urban territories.
 The most important point is that instant coffee
will save time.

3. SWOT ANALYSIS
 Strengths
 Easily available at retail stores and in different
container sizes.
 Good flavour ,colour and taste.
 Good distribution channels.
 Important feature is that “ instant preparation”.

4. SWOT ANALYSIS
 Weakness
 Major importance was given on the house wives
only.
 Proper promotion was not done.

5. SWOT ANALYSIS
Threats
 Guilt feeling of the housewives.

6. SWOT ANALYSIS
 Opportunities
 Tie- up with corporates to promote their
products.

7. PROBLEM FORMULATION
 Wrong message was conveyed by the pictorial
demonstration.
 Feeding coffee to household pets can created a
negative impression.
 Guilt feeling was intensified in the minds of
busy housewives.

8. PROBLEM INDENTIFICATION
 Sudden downfall in sales because they could not
understand the current market scenario.
 Promotional campaign was not done appropriately.(
Coffee given to household pets).
 Segmentation was not correctly. (children below 15
years are not the right target group for consumption
of coffee)

9. THANK
YOU

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