nescafe-120130234004fgd-phpapp02(1)

7/29/2019 nescafe-120130234004fgd-phpapp02(1)

1/18

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


2/18

Nestle Quick Facts

Year 1959 : Incorporated in in NewDelhi

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 dahiand milk, Nestle Everyday and

Nestea.


3/18

Nescafe

Nes means Miracle caf coffee;miracle with coffee

Product Range in India:


4/18

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


5/18

Objective

To study the new communicationstrategy for brand Nescafe and toanalyze the effectiveness of the newcampaign


6/18

The campaign

Know your neighbors- Launched inJan 2011

My First Cup Nov 2011

Agency: Mc Cann Erickson

Deepika Padukone, Purab Kohli,

Karan Johar and Vir das Brandambassadors

Core TG: 15-30yr old coffee drinkers/

caf goers/ non coffee drinkers.


7/18

Know Your Neighbors

4 TVCs- Episodic in naturePart 1Featuring: Deepika Padukone and Purab Kohli

Teaser followed up by complete advertProduct: Nescafe Classic

Tagline: Bring out the best in you

TG: Coffee drinking youthBrand premise: liven up every moment in life; positionscoffee as a conversation starter/stimulatorCompetitor: Bru and other beverage brands


8/18

4 TVCs- Episodic in naturePart 2Featuring: Deepika Padukone , Karan Johar and Purab KohliProduct: Nescafe Classic

Tagline: One Nescafe Many coffeeTG: Coffee drinking youth/caf goers

Brand Premise: One can do wonders with coffee and preparecaf like coffee at homeCompetitors: Cafes/coffee lounges


9/18

My First Cup

2 TVCsFeaturing: Deepika Padukone , Karan Johar , Vir Das andPurab KohliProduct: Nescafe My First Cup

Tagline: Its time you startedTG: Non Coffee drinkers/ occasional drinkers

Brand Premise: Urging consumers to try coffee bypositioning it as the preferred drink of urban IndiaCompetitor: primarily tea drinkers/ beverage consumers.


10/18

Marketing initiatives

Traditional- TVC, POPs, Radio.

Digital Know your Neighbor-Facebook page, Twitter page

On ground initial promotions- Rs. 2packets for MFC (Trial pack)


11/18

Our Take


12/18

On Know your neighbors

Part 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


13/18

Part 2 Fresh and witty Communicates brand premise well -

Simple to prepare various coffeeconcoctions 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.


14/18

Thrill and excitement in a cold coffeeprojected through Deepika.

However Deepika is over shadowingthe intended communication.

Overall we like part 1 of the ad and2nd one is just an extension.


15/18

My First Cup

Fresh, witty, light hearted.

Introduce trial among non coffeedrinkers; 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 isneeded to create light and enjoyablemoments in life

Bitter sweet symphony


16/18

Nescafe viewed as a premium brand commercials help tone down thatImagery

Well catered to its competitors.

Nescafe brand premise special inour little everyday moments isreinforced beautifully.

Termed close to a generic brand inIndia.

Hi h level of consumer a eal


17/18

Consumer response


18/18

The lowest hanging fruit would bebrands which use celebrities asbrand ambassadors. Many celebrities

are now reasonably heavy users ofTwitter and Facebook. So, imagineDeepika Padukone and

Karan Johar furthering the Nescafestoryline on Twitter to their collective14 lakh plus followers.
https://twitter.com/https://twitter.com/https://twitter.com/https://twitter.com/

Documents

nescafe-120130234004fgd-phpapp02(1)