Jingwen Gao

This report is about Nescafé instant coffee. As a brief structure introduction, the report first introduced Nescafé, which is a pioneering instant coffee brand with a rich history dating back to 1938, holding a high market share in the global instant coffee market and has a strong brand influence. Aiming at optimizing the marketing strategy and making the company better, the report analysis Nescafé’s marketing strategy using 4p, SWOT and so on to maintain Nescafé’s leading position in the instant coffee market.

4p; SWOT; STP; PR issues; Gen Z; USP; R&D; IARC; IP

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