What is the positioning of NESCAFÉ?
It divides India into geographical segments based on coffee consumption preferences. Currently, Nescafe focuses its $30 million marketing campaign on youth aged 16-24 by using celebrities as brand ambassadors. Its positioning is 1 coffee cup, 1 good feeling and ads show coffee as a way to share happiness. Competitive Positioning Nestlé often aims to be the go-to brand in each category. Nescafé, for example, is almost synonymous with instant coffee in many countries. The brand stays competitive by launching new flavors, improving nutrition, and using sustainable packaging.