Nestle

Maximising Nescafé across different Markets

The Problem

• Global brand determined to be the best in every market in which it operates.
• Global, regional and local brands constantly targeting the market leader for market share.

The Marketing Clinic Insight

• Identify the key emotional requirements for coffee drinking in each identified market.
• Understand how competitors rate against Nescafé and in which key elements of delivery they compete.

The Solution

• Develop Shape of Taste and key flavour elements that out deliver competitive products for each key emotional requirement in each market.

Advice regarding positioning and communications to maximise the potential of Nescafé in each market