Quality Coffee

sPerformance

NESCAFÉ is dedicated to producing quality coffee that can be enjoyed anytime, by anyone. Arabica and Robusta coffee beans sourced from all over the world are used to produce coffee that is consistently rich and full flavored. The brand is also committed to its mission of making good coffee available to everyone. NESCAFÉ products can be found almost anywhere in Singapore, at supermarkets, convenience stores, school canteens, and vending machines. NESCAFÉ's diversity of coffee products also ensures that there is something for everyone. With its coffee products priced at approximately $0.20 to $1.00 per serving, NESCAFÉ makes quality coffee affordable for everyone.

Imagery

NESCAFÉ has a strong brand history, having been established in Singapore for more than 70 years. The association NESCAFÉ shares with its parent company NESTLÉ and its diversity of coffee products of different flavors also strengthens its image as a truly international brand. The consistent use of the brand logo and its signature red mug since its introduction creates a sense of timelessness. NESCAFÉ pitches itself as a brand for the Everyman who enjoys connecting with people. The brand exudes a sincere, down-to-earth, and comforting "coffee-next-door" image, as a companion for all your moments.

Competitors' Analysis

Brand shares in terms of retail volume

Based on retail volume (in tonnes) we have identified two main competitors - Owl and Super, who are both under Super Coffeemix Mfg Pte Ltd. All three brands are in the instant coffee category.

Brand Shares in terms of Retail Value

*Boncafe's products are higher priced than that of NESCAFÉ , Super and Owl, hence in terms of retail value, it is ranked higher.

**Even though Owl sells more of their products, their products are relatively cheaper as compared to both NESCAFÉ and Super, hence they are ranked 4th in terms of retail value.

According to NESTLÉ SA's spokesman Ravi Pillay, recent trends indicated that consumers prefer full-flavored and rich coffee, which NESCAFÉ has latched on by describing the product as rich and full-flavored instead of smooth and rich (Daily News, Yes it does taste different).

As such, in Singapore, NESCAFÉ has successfully differentiated itself