Four Ps of Nescafe

Product

The brand Nescafe came a long way. First tapped by the Brazilian government, Nestle set to find way to make great coffee by simply adding water. This all started in 1930 which marked the start of seven long year of research headed by Max Morgenthaler. April 1st, 1938, Nescafe which actually derived its name from the combination of the NES root of Nestlé and of the word café was introduced at Switzerland. At the turn of 1950s, coffee had become the favorite beverage choice of teenagers who frequented coffee-houses to hear the new rock 'n' roll music. In 1994, "full aroma' process" was invented by the company, making Nescafe's quality and characteristic more distinctive.

Coffee is in the list of top three most consumed beverages worldwide, the other two are water and tea. The numbers said that 800 billion cups are drink annually, with an annual rate of 1.5%. This actually sums up to about the increase of 12 billions cup per year. Globally, 4000 cups of Nescafe are enjoyed per second.

There are many levels of product. First, the core benefit of drinking coffee is the revitalizing and energizing effect of its caffeine content. Caffeine can increase mental performance like alertness and concentration. At the same time, metabolism is improved and feeling of fatigue is being delayed, hence the physical performance becomes better too.

Second, actual product is composed of quality, brand, style, features and price. The quality of Nescafe can be marketed as it is made from carefully selected Arabica and Robusta coffee beans, two main types of commercially grown coffee. In addition to that, Nescafe is a known brand, where the familiarity level will be discussed later in this paper. Branding is the use of name, symbol, and/or design to identify the product. A well-recognized brand can help make shopping easier for the buyers. Also, a marketer's job will be lighter as the selling time and effort can be lessen. Being 3-in-1 is an actual product that also promotes the coffee. The 3-in-1 product line base ingredient includes the perfect mix of coffee, milk or creamer and sugar. The product ranges from original, decaf, intense, sugar free and sweet & creamy. The addition of water is the key feature of product which is marked by convenience. Soluble coffee has only 2kcal per cup, as compared to other alternatives like brewed coffee and espresso which have just 5kcal per cup. Antioxidants are also present that can protect the drinker from free radicals and increases the body's defense system. In terms of augmented product, there is the customer service hotline for suggestions, comments and complaints. Also Nescafe 3-in-1's website gives news on the benefits of coffee. They also give important news on health and wellness. Contests are also given specifically if you buy Nescafe 3-in-1 an example is raffles.

Trivia from the Nescafe site said that coffee's flavor is the "delicate balance of characteristics". Flavor is composed of acidity, aroma and body. And some of its typical characteristics are richness, "body and fullness", complexity, complexity, perception of multiple flavors, balance, satisfying presence of all the basic taste characteristics where no one element overwhelms another.

Nescafe 3-in-1 is a consumer product. It can be defined as convenience product, in terms of consumer product class. This means it is needed and bought often but nevertheless, they are not willing to spend much