N E S C A F E Bring out the best in you

Nestle – Quick Facts• Year 1959 : Incorporated in in New Delhi • Year 1961: Set up its first plant in Moga

(Punjab)• Year 1989: Became Nestle India Ltd • Some Brands - Nescafe, Maggi, Milkybar, Milo,

Kit Kat, Bar-One, Milkmaid, Cerelac, Nestle slim dahi and milk, Nestle Everyday and Nestea.

Nescafe

• ‘Nes’ means Miracle ‘café’ – coffee; miracle with coffee

• Product Range in India:

Market overview

• Instant coffee segment in India @ Rs. 800 cr• Coffee penetration @ 16% v/s tea @ 96%• Nescafe Market share – 49.2%• Main competitor- Bru with 50.2% market

share.

Source: Business Standard, Mumbai, December 16, 2011 

Objective

• To study the new communication strategy for brand Nescafe and to analyze the effectiveness of the new campaign

The campaign

• “Know your neighbors”- Launched in Jan 2011• “My First Cup”– Nov 2011• Agency: Mc Cann Erickson• Deepika Padukone, Purab Kohli, Karan Johar

and Vir das – Brand ambassadors• Core TG: 15-30yr old coffee drinkers/ café

goers/ non coffee drinkers.

Know Your Neighbors4 TVCs- Episodic in naturePart 1Featuring: Deepika Padukone and Purab KohliTeaser followed up by complete advertProduct: Nescafe ClassicTagline: Bring out the best in youTG: Coffee drinking youthBrand premise: liven up every moment in life; positions coffee as a conversation starter/stimulatorCompetitor: Bru and other beverage brands

4 TVCs- Episodic in naturePart 2Featuring: Deepika Padukone , Karan Johar and Purab KohliProduct: Nescafe ClassicTagline: One Nescafe Many coffeeTG: Coffee drinking youth/café goersBrand Premise: One can do wonders with coffee and prepare café like coffee at homeCompetitors: Cafes/coffee lounges

My First Cup

2 TVCsFeaturing: Deepika Padukone , Karan Johar , Vir Das and Purab KohliProduct: Nescafe My First CupTagline: Its time you startedTG: Non Coffee drinkers/ occasional drinkersBrand Premise: Urging consumers to try coffee by positioning it as the preferred drink of urban IndiaCompetitor: primarily tea drinkers/ beverage consumers.

Marketing initiatives

• Traditional- TVC, POP’s, Radio. • Digital – Know your Neighbor- Facebook page,

Twitter page • On ground initial promotions- Rs. 2 packets for

MFC (Trial pack)

Our Take

On Know your neighborsPart 1• Purab as guy next door- Deepika an actress – slice of

life ad• Fresh; witty• Coffee positioned as a conversation starter• Urges consumers to step forward and live their heart

out.• Like coffee like ad – strong & energetic• Undertone of happiness• Targeted at TG • Youth driven

Part 2• Fresh and witty• Communicates brand premise well - Simple to

prepare various coffee concoctions• Karan ads element of sophistication which we

tend to associate with fancy coffee preparations• Coffee projected as young; urban; glamorous;

contemporary• Educate consumers about types of coffee- “black,

latte, mocha.

• Thrill and excitement in a cold coffee projected through Deepika.

• However Deepika is over shadowing the intended communication.

• Overall we like part 1 of the ad and 2nd one is just an extension.

My First Cup

• Fresh, witty, light hearted. • Introduce trial among non coffee drinkers;

occasional drinkers; people who find coffee bitter.• Vir das – adds the fun quotient• Coffee projected as cool; happening; urban;

contemporary drink.• A simple cup of coffee is all that is needed to

create light and enjoyable moments in life• Bitter sweet symphony

• Nescafe viewed as a premium brand – commercials help tone down that Imagery

• Well catered to its competitors. • Nescafe brand premise – special in our little

everyday moments is reinforced beautifully.• Termed close to a generic brand in India. • High level of consumer appeal, variety and

service to suit any operation.

Consumer response

• The lowest hanging fruit would be brands which use celebrities as brand ambassadors. Many celebrities are now reasonably heavy users of Twitter and Facebook. So, imagine Deepika Padukone and Karan Johar furthering the Nescafe storyline on Twitter to their collective 14 lakh plus followers.