Notwithstanding its market leader position, Nescafe has launched a new sales promo to boost its sales.The global leading instant coffee brand launched the promo online last week in Nigeria.
In spite of its market leader status, Nescafe has battled with low volume since it introduced its latest variant, Nescafe 3in1 barely two years ago.Several in-store promo efforts have been organise for the 3in 1.Then,the brand went for a livery change ,hoisting a new sachet design that is so alluring.The 3in1 wore the new livery first,then it was extended to the classic Nescafe sachets early this year.
It would appear that the 3in1 is yet struggling. Some rivals such as TopCafe and Rizzolli Café from Napa, may take the blame for the Nescafe 3in1 dull market performance. The coffee upstart ,TopCafe has been attracting some coffee lovers away from Nescafe with its powerful aroma and nice taste.It appeals to consumers who want something more than the classic Nescafe coffee taste.
Nestle ,Nescafe’s owner,is not waiting for upstarts to upstage its coffee market dominance.It recently ,re-introduced the Malty Nescafe variant after several months of absence from the market.
How much mileage the latest promo would give the iconic coffee brand would be seen soon.
