Answer to Nestle supply chain in Australia

The general purpose of this report is to compare how Nestle captures consumers for specific products and categories they manufacture and market in, in different ways through different retailers. How do they capture all the coffee drinkers in Australia?

Some drink instant coffee, some like to go to the coffee shop for a premium coffee. So, they sell a lower quality instant coffee to suit those consumers at a bulk grocery level, where these consumers are identified as part of a lower economic demographic. They capture premium coffee drinkers through producing Nespresso only coffee machines at a reasonable price. Where these consumers are prepared to purchase via an online store and have coffee delivered direct to their door at a premium price point, thanks to a high disposable income- rather than buying coffee from a cafe.