Nescafe uses product differentiation and image differentitation in order to gain competitive advantages to build a position by providing superior value compare to competitors. Nescafe has the biggest market share in instant coffee market with the features of its products, quality levels, and the satisfaction that it gives to customer as perceived value. Besides, the company conveys Nescafe Classic’s distinctive benefits and positioning since customers perceive a differenece based on brand image differentiation when competing offers look the same.