Project Report on Nescafe Bangladesh

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1. Introduction

1.1. Origin

The effort of preparing the report originated from the necessity to fulfill the requirements of BUS-498. With the permission and support of my supervisor Mr. Md. Nur-E-Alam Siddique, the intention of the study encompassed to discover and explain the consumer preferences for the leading coffee brand Nescafé.

1.2. Objectives

The objectives of the study are:

Broad objective: To develop profile of Nescafé and the Coffee drinkers

Specific objectives: To attain the broad objective following specific objectives were pursued:

• To know the Nescafé Coffee industry briefly. • To identify the Market Segmentation and Target Market, Positioning Strategies & Marketing Mix of Nescafé. • To discover the
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2.1.1 Main Brands

Soluble coffee: Nescafé, Taster's Choice, Ricoré, Ricoffy

Roast & ground coffee: Nespresso, Bonka, Zoégas, Loumidis

Water: Nestlé Pure Life, Nestlé Aquarel, Perrier, Vittel, Contrex, S. Pellegrino, Valvert, Panna, Levissima, Vera, Fürst Bismarck, Viladrau, Arrowhead, Poland

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