Mkt420

TABLE OF CONTENT

|Description |Page |

|INTRODUCTION |1 |

|MARKET SEGMENTATION |2 |

|MARKET TARGETING |3 |

|DIFFERENTIATION AND POSTIONING |4 |

|CONCLUSION |5 |

|REFERENCES |5 |

INTRODUCTION

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The rich taste of this favorite coffee is reflected in its rich history. The beginnings of NESCAFÉ can be traced all the way back to 1930, when the Brazilian government first approached Nestlé. The name is a portmanteau of the words "Nestlé" and "café". The coffee guru, Max Morgenthaler, and his team set out to find a way of producing a quality cup of coffee that could be made simply by adding water, yet would retain the coffee’s natural flavour. After seven long years of research in our Swiss laboratories, they found the answer. It comes in many different product forms. Which is to be more specific on the product I will just go to one type only which is Nescafe Gold.

There is coffee and there is Nescafe coffee. And there’s Nescafe Gold coffee. What is it about coffee that distinguishes one from another and what is it about them that gets us so hooked that we do not mind that bit of aromatic history repeating itself over and over? On the label itself...