Nescafé’s target market consists of basically coffee drinkers, especially people whom are in the need of instant and qualified coffee that stimulates body within a day. Due to its convenience, it is a quick solution for people who want to enjoy it at home, work or school; accordinlgy, it targets each of them in different ways. Especially for target segments of working individuals or students, it aims to awake them in the mornings, sober up in the afternoons, or again keeping awake in the late evenings. Moreover, geographically, it addresses more the west side of Turkey rather than east side in terms of habituality. Besides, another target can be assumed which contains the middle-aged and elderly people who get into the habit of drinking Nescafé. On the other hand, if we think demographic variables deeply, it can be seen that targets are more youth oriented.