Alba Jordà Urgell

Sílvia Llagostera Cerdà

Tea Resman
Erika Stang
Marc Suñé Majordom
Nataša Zupanc
1. SLEPT ANALYSIS
• Sociocultural environment
• Legal environment
• Economic environment
• Political environment
• Technological environment
2. EVOLUTION OF COFFEE IN CHINA

One of the smallest 1995 coffee consumption = 0

coffee markets :
¼ world’s China will become the largest
population consumer in the world

1% world coffee Which will be the role of the

consumption tea?
 3. NESCAFÉ IN CHINA
• 1rst multinational
establishing a coffee plant
in China
• Favorite instant coffee
brand
• Nestlé operates 21
factories in China
• 1.3 million people
consume Nescafé
Source: Nestle in China
Source: Nestle in China

Source: Nestle in China

4. WHO IS THE TARGET?
NESCAFÉ TARGET MARKET MOST COFFE CONSUMERS
• Occupation : students • Westernised young
• Age : 18-35 professionals
• Lifestyle : Western • Returnees
• Areas: Large cities • Ex- pats
5. COMPETITORS
DIRECT COMPETITORS:
• Other instant coffee brands
• Fresh coffee
• Coffee shops

INDIRECT COMPETITORS:
• Tea

:
Source Euromonitor International, 2009
6. STRATEGY OF NESCAFÉ
ENTERING THE MARKET
PROMOTIONAL ITEMS

Source: Nestle in China

http://v.youku.com/v_show/id_XMTUzNTUwODY4.html
7. CONCLUSIONS
PRICE
• Nescafé = Leader in the
PRODUCT market
• Not just instant coffee:
- Smaller size box Not being the CHEAPEST
- Nespresso one.
-Nescafé premium
- Coffee shops
- Roasted Coffee
7. CONCLUSIONS
PROMOTION
• What Chinese likes?
PLACE
-Karaoke
•Coffee shops & machines:
-Video Games
- Universities
• Sponsoring furniture
- Business centers
-Bar promotion
- Sport centers
- Stations
THANK YOU
FOR YOUR
ATTENTION!