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8/18/2019 Nescafe Presentation (Collected)
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Prepared By:Bhavin Agrawal(02)Nikita Balar (04)Malvi Bhatt (08)Ishani Dave (4)Nitin Madhavi (28!"shal Mehta (#
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Intr$d"%ti$nPr$d"%t &ype Instant '$ee
Owner Nestle
Country Switzerland
Introduced 1938
Markets Worldwide
Sales $9.8 Billion
Brand alue $1!.3 Billion
We"site www.nesca#e.co
Source% &tt'%((www.#or"es.co(co'anies(nesca#e
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Brand Per%epti$n• Nesca#e lo)oty'e was always t&e sae since its ori)in. *&e
lo)oty'e "orrowed t&e sae Nestl+ #orat, and t&e word Nesca#eis a co"ination o# t&e -rst t&ree letters o# Nestl+ and ca#+ w&ic&is coee in /ortu)uese.
• *&e sy"ol added to coney t&e "rand eanin) was t&e redu). Most coercials scenes s&ow soeone &oldin) t&e redu) wit& t&e Nesca#e lo)oty'e written in t&e ertical 'osition.
• /ro"a"ly t&e red color o# t&e u) was c&osen to e'&asize t&e
ener)y o# t&e drink, since coee is a stiulatin) drink and red is'er#ect to descri"e t&is state o# ind. *&ere#ore, t&e seioticstrian)le would dis'lay on t&e si)n side, t&e red u), on t&e o"0ectside, t&e )ranulated instant coee, or t&e 'roduct itsel#, and ont&e inter'retant side, t&e wellness state o# a )ood cu' o# coee.
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Market hare $ '$*eein India
Nesca#eBru
ot&ers
212
2
3242
52
Market hare
Market S&are
45%4!2
82
&tt'%(("usiness.a'so-ndia.co(to'6"rands6india(to'6coee6"rands6in6
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'$*ee
.2
5.2
1.2
15.2
.2
5.2
Market hare
Market S&are
22.7
16.3
3.42.5
2.3
1.9
&tt'%((www.statista.co(statistics(3354()lo"al6retail6coee6arket6s&are6"y6co'any(
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N-'A.-
• Nes eans Miracle ca#+ : coee;iracle wit& coee
• /roduct
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N-'A.- / INDIAN-'A. 'lassi% : a 12 natural coee
N-'A. 'app"%%in$/ a ran)e o# delicious #oain) i=es aaila"le in3 deli)&t#ul >aors Ca''uccino, ?anilla @atte and C&oco Moc&a.
N-'A. "nrise Pre1i"16Aand'icked ra"ica and
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N-'A.-
• Nesca#es i – We eet t&e needs o# t&e 'resent wit&out
co'roisin) t&e a"ility o# #uture )enerations toeet t&eir own needs.
• Wit&in -e years 11615E, t&ey &ae dou"ledt&e aount o# NGSCH coee "ou)&t directly#ro #arers and t&eir associations – 'urc&asin) 18, tonnes o# coee #ro around
1!, #aers.• /roidin) adice on #arin) and 'ost6&arest
'ractices to oer ten t&ousand coee #arers'er year.
&tt's%((www.nesca#e.co(ourJa"itionJenJco.a=csKctieILD153
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N-'A.-
• It also coes in arieties suc& as NGSCH /rotectand NGSCH reen Blend, a new ty'e o# coee,w&ic& contains &i)& leels o# naturally occurrin)'oly'&enol antio=idants.
• ll in all, Nestl+ is inestin) CAH 5 illion incoee 'ro0ects #or t&e ten years 116E.
• *&is includes CAH 35 illion #or t&e NGSCH/lan and "uilds on t&e CAH illion inestent
in coee 'ro0ects oer t&e 'ast ten years.• round 4,F cu's o# NGSCH are consued
eery second.
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SWOT Analysis
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trengths
• Stron) "rand nae as it is associatedwit& Nestle
• Innoation• "ility to 'enetrate tea loin) arket• /roducts diersi-ed into any >aors•
/rootion
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eakness
• /eo'le aoid caeine i# t&ey are&ealt& conscious
• Nesca#e is known to "e t&e c&oice o#coon an and t&ose 'oseattractie to t&e so'&isticated 'alate
• sa)e rate low in tea loin) countrylike India.
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&hreats
• Brus arketin) and e='ansion strate)ies 'osea t&reat to t&e arket &oldin) o# Nesca#e inIndia
•
Co'etitors ay reac& t&e rural Indian arketw&ic& is still unta''ed "e#ore Nesca#e does.• Co'etition #ro "eyond &ot drinks : t&e
e='ansion and diersi-cation o# so#t drinks,
w&ic& are eectiely tar)etin) trends towards&ealt& and conenience, 'ose a nota"le t&reatto Nestl+s &ot drinks 'roducts.
• Many people avoid coffee due to their health reasons
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Market Details
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'$ns"1er Market Details
• NGSCH is aaila"le around t&eworld in dierent "lends and>aours, w&ic& are ada'ted to localtaste.
• NGSCH coes in dierent sizesand at dierent 'rice 'oints
• Hro our aorda"le 'riced 'roductsto 'reiu 'roducts suc& asNGSCH old or NGSCH Lolce
usto
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'$ns"1er Market Details
• Nesca#+s arket consists o#"asically coee drinkers, es'ecially'eo'le w&o are in t&e need o# instantand Puali-ed coee t&at stiulates"ody wit&in a day.
• Lue to its conenience, it is a Puick
solution #or 'eo'le w&o want to en0oyit at &oe, work or sc&oolaccordin)ly. –
It tar)ets eac& o# t&e in dierent
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eg1entati$n (panIndia)
• +e$graphi% – Nesca#e &as diided t&e country into #our se)ents
Sout&ern, Nort&ern, Gastern and Western
– *&e $"thern eg1ent consues t&e ost aount o#Coee and 're#ers &ard and roasted coee.
– In N$rthern regi$n, Nesca#e instant coee is
consued in &i)&er Puantities.• De1$graphi%
– Nesca#e &as tried to se)ent eery a)e )rou', #ailies,re)ion, )ender and dierent socio6econoic.
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everal P$tential
&argeteg1ents
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eg1ent/
• +e$graphi% – Lensity% r"an
• De1$graphi% – Occu'ation% Students – )e% 1563 years
• Psy%h$graphi% – @i#estyle% Busy – /ersonality% "itious, out)oin) – Occasion% Seasonal at e=a tiesE – Bene-ts% Conenience – ser Status% /otential user, re)ular user, -rst6tie user – ser rate% @i)&t user –
@oyalty Status% Mediu
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eg1ent/2
• +e$graphi% – Lensity% r"an
• De1$graphi% – Occu'ation% /ro#essionals – )e% 3631 years
• Psy%h$graphi% – @i#estyle% Western – /ersonality% Ins'ired, out)oin) – Occasion% In t&e ornin)s – Bene-ts% Quality – ser Status%
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eg1ent/#• +e$graphi%
– Lensity% r"an
• De1$graphi% – Occu'ation% Mana)ers – )e% 4F6F years
• Psy%h$graphi% – @i#estyle% Aard6worker – /ersonality% "itious – Occasion%
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&arget Market
• W&en t&ese se)ents are e=ained,it is seen t&at t&e se%$nd $ne is t&e"est 'otential tar)et arket. – W&ose #ocus is on "r,an y$"ng
pr$essi$nal %$s1$p$litans wit&conte'orary li#estyles.
–
*aste, aroa o# t&e coee and Puality ist&e i'ortant eleent #or t&e. – Nesca#+ e'&asizes on kee'in) t&e
actie t&rou)&out t&e day.
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*ar)et
• NGSCH is aaila"le around t&eworld in dierent "lends and>aours, w&ic& are ada'ted to local
taste.• NGSCH coes in dierent sizes
and at dierent 'rice 'oints• Hro our aorda"ly 'riced 'roducts
to 'reiu 'roducts suc& asNGSCH old or NGSCH Lolce
usto
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Nes%ae 3verall P$sti$ning
Nesca#es 'ositionin) is R1 coee cu', 1 )ood #eelin)
*&e *?Cs and all /rootional Messa)es #ocus on 'assin)loe "etween two 'erson.S&arin) a cu' o# coee is s&own as a sy"ol o# s&arin)&a''iness.
*&e
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Nesca#e Classic is'ositioned as R12/ure Instant Coee
Nesca#e Ca''uccino is"ein) 'ositioned as R true
Ca#+
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hare y$"r g$$dness
-l conce'tualized "yMcCann Grickson'reative tea1: /rasoon
Tos&i, /radyuna C&au&an,
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hare y$"r g$$dness
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*&e Nesca#eMoents
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*&e Nesca#e Moents
+et st$ries r$1 "sers$n s$%ial $r"1s t$ talka,$"t their %$*ee1e1$ries 6 &ow t&ey wont&eir -rst coee date or&ow t&ey cracked aninteriew oer a coee
conersation or &ow t&ey"onded wit& t&eir "etter&al# oer a )ood cu' o#ornin) coee or &ow t&ey
"onded wit& t&eir "est
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*&e Nesca#e Moents
Nesca#eBaseent
*o 'roote youn) usical talent.
Central t&ee o# My Nesca#eMoents and Nesca#eBaseent.
uditions would take 'lace ina0or etros Lel&i, Mu"ai,Ban)alore, C&ennai, VolkataEw&ere we would 'ick youn) andtalented students &ain) 'assion#or usic.
uditions #or would &ae a My
Musical Nesca#e Moent sectionkee'in) in ind our central t&ee.
*o' 'eo'le selected would "eentored "y S&ankar6G&saan6@oy,kee'in) in ind t&eir associationwit& t&e.
*&ey 'lan to launc& t&is s&ow on
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Vnow your nei)&"ors
• RVnow your nei)&"ors6 @aunc&ed in Tan11
• )ency% Mc Cann Grickson
• /art61 – Heaturin)% Lee'ika /adukone and /ura" Vo&li – *a)line% Brin) out t&e "est in you
• /art6 – Heaturin)% Lee'ika /adukone , Varan To&ar and
/ura" Vo&li – *a)line% One Nesca#e Many coee
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Vnow your nei)&"ors
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Vnow your nei)&"ors
• /art61 – *% Coee drinkin) yout& – /ositionin)% lien u' eery oent in li#e;
'ositions coee as a conersation starterCo'etitor% Bru and ot&er "eera)e "rands
• /art6 – *% Coee drinkin) yout&(ca#+ )oers – /ositionin)% One can do wonders wit&
coee and 're'are ca#+ like coee at &oe – Co'etitors% Ca#es(coee loun)es
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My Hirst Cu'
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My Hirst cu'
• Heaturin)% Lee'ika /adukone , Varan To&ar ,?ir Las and /ura" Vo&li
• /roduct% Nesca#e My Hirst Cu'•
*a)line% Its tie you started• *% Non Coee drinkers( occasional drinkers• /ositionin)%r)in) consuers to try coee
"y 'ositionin) it as t&e 're#erred drink o#
ur"an India• Co'etitor% 'riarily tea drinkers( "eera)e
consuers.
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'$11"ni%ati$n
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• l$gan: – R12 /ure –
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• One o# t&e ery 5rst coercials o# Nesca#e
classic in India• *&rou)&out t&e adertiseent it can "e seen t&at
t&e c&aracters in t&e ad are si''in) coee at t&estart o# a day or work *ar)etin) ornin) tieE
• &arget Pe$ple – oun)sters – rtists – "ook store owner – cor'orate rus&in) #or a eetin)
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• l$gan: – RCoee at its "estR – *&is adertiseent can also "e seen as
'ersuasion to in%rease the "sage o#
t&e 'roduct• P$siti$ning:
– RBeera)e #or any oentR – se Nesca#e anytie in your daily
sc&edule
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•
sli)&t c&an)e in t&e 'ositionin) #ro t&e'reious adertiseent.• Nesca#e released t&ree sli)&tly dierent
adertiseents #ollowin) t&e sae t&ee.•
*&e ad s&ows a cou'le en0oyin) t&e oent int&e rain, a )rou' o# #riends c&attin) w&ileen0oyin) coee.
•
&arget Pe$ple – Cou'le – Hriends
r"an out&E
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• l$gan: – RBe&tereen Coee, Be&tereen Laa – W&ic& eans e=cellent coee at
e6%ellent pri%e – *&is slo)an is in Aindi co'ared to t&e
'reious ads
•
P$siti$ning: – *&is o"0ectie o# t&is adertiseent was
to generate awareness a"out a r"pee sa%het o# Nesca#e "ein)aaila"le.
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• Increase usa)e o# t&e 'roduct aon)st t&ecurrent users
• Conert non users to users• Conert t&e co'etitors consuers to your own consuer.
•
&arget Pe$ple – Mainly SGC B consuers or t&e lower &al# o# t&e'yraid
– lso, 'eo'le w&o occasionally drink coee, and arereluctant to 'urc&ase t&e "i))er 'ack.
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• l$gan: –
RSwitc& on t&e "est in youR – Larin) one to take on c&allen)es and
discoer ones new sel#
• P$siti$ning: – *&e adertiseent 'ositioned t&e
'roduct as Rt&e drink t&at )iesstrength $r any %hallenge
–
*&e coee t&at instills con-dence in you.
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• #ter si= adertiseents t&ey -nallysi)ned a cele"rity to endorse t&eir "rand.
• Deepika Pad"k$ne and P"ra, !$hli
• *&e adertiseent was released in t&ree'arts eac& sta)e in continuation to kee'u' t&e curiosity Puotient o# t&e consuer.
• *&e 'roduct is s&own as "ein) an i%e/,reaker $r a %$nversati$n/starter9 #ort&e two c&aracters.
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$%ial Media
3,e%tive *&e ain o"0ectie o# t&e ca'ai)n is *O IM/
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.a%e,$$k
• .a%e,$$k page: 15,F,51 likes wit&,8,14 'eo'le talkin) a"out it – Ai)& en)a)eent rate –
/resence o# a lot o# #ake #ans – No eotional connection wit& t&e "rand in terso# en)a)eent
– ;a%k $ %$ntent that h$lds hare val"e9 –
;a%k $n %a1paigns in"sing pe$ple t$parti%ipate – S'ay% *oo any 'osts around Rlike it , &it it ,
ta) your #riends
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• Wit& ore t&an 59 #ollowers, Nesca#e isdoin) a aera)e 0o" on /interest
• Hilled wit& isually stiulatin) ia)es, t&e'a)e is a treat #or any coee #an.
• Ite leel /rootions• No eotional connection wit& t&e "rand in
ters o# en)a)eent• ;a%k $n %a1paigns in"sing pe$ple t$
parti%ipate
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&witter
• Cant ia)ine a "rand not utilizin) t&e t&e'ower o# twitter. More so w&en t&ey &ae a)ood #ollowin) o# !,1.
• It sees t&eir )oal is to co'y6'aste certaintweets "etween 9 M to /M and not&in)else.
• *&ere are no conersations. –
'art #ro re)ret tweets addressin)co'laints #ro contest winners w&o &aenot receied t&eir 'rizes een a#ter 45daysX
•
nd t&ere are so any coee loers "ut
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