MUSTAHID ALI

MBA-3

ROLL NO: 1334

A brand is a mixture of attributes, tangible and intangible, symbolised in a

trademark, which, if managed properly, creates value and influence.

"Value" has different interpretations: from a marketing or consumer perspective it is

"the promise and delivery of an experience"; from a business perspective it is "the

security of future earnings"; from a legal perspective it is "a separable piece of

intellectual property." Brands offer customers a means to choose and enable

recognition within cluttered markets.

Brand Image The customer's net "out-take" from the brand. For users this is based on

practical experience of the product or service concerned (informed impressions) and

how well this meets expectations; for non-users it is based almost entirely upon

uninformed impressions, attitudes and beliefs.

Brand Identity The outward expression of the brand, including its name and visual

appearance. The brand's identity is its fundamental means of consumer recognition

and symbolizes the brand's differentiation from competitors.

Nestlé S.A. is a Swiss multinational food and beverage company headquartered

in Vevey, Switzerland. It is the largest food company in the world measured by

revenues.

Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. With eight factories and a

large number of co-packers, Nestlé India is a vibrant Company that provides

consumers in India with products of global standards and is committed to long-term

sustainable growth and shareholder satisfaction.

The Company insists on honesty, integrity and fairness in all aspects of its business and

expects the same in its relationships. This has earned it the trust and respect of every

strata of society that it comes in contact with and is acknowledged amongst India's

'Most Respected Companies' and amongst the 'Top Wealth Creators of India'.

Nestlé Limited (chocolates) is selected to study that how they have planned their

marketing strategy for Nestlé to maintain its brand equity throughout by its different

advertisements and product experience. Nestlé is a multinational food company and

offering Fast Moving Consumer Goods (FMCG). The motto of Nestlé is “Good Food,

Good Life”, so delivering the qualitative products to the customer is their main

objective.

So from the following advertisements which I conclude is that:

The customers of Nestle showed interest on products because of trust on Quality of

Nestlé, at the heart of which there are qualitative products and its long term

commitment to deliver better products to consumers.

Nestlé recognizes that its consumers have a sincere and legitimate interest in the

behavior, beliefs and actions of the Company behind brands in which they place their

trust, and that without its consumers the Company would not exist.

Nestle Advertising is intended to influence consumers’ affect and cognitions—their

evaluations, feelings, knowledge, meanings, beliefs, attitudes, and images

concerning products and brands, more over they mainly affect the consumer by

spreading & sharing love, taking a break for fun, avoiding the boring life and health

conscious so overall its all about the sentimentations and the emotions . In fact, their

advertising has been characterized as image management: creating and maintaining

images and meanings in consumers’ minds. Even though ads first influence affect

and cognition, the ultimate goal is to influence consumers’ purchase behavior.

From few decades through their different- different advertisement for different

products, they almost target all type of audience but their motto is same to deliver

the same message i.e to maintain their brand equity. And their motto was to

maintain an image of trust, love, fun, joy, good health and relaxation with quality.

Advertisement’s

1. Nestle Alpino shares a message

of love

Add Description: Nestle has introduced its premium brand of chocolates Alpino in

India. For the launch, JWT India has created two ad films that are currently on air.

One of the TVCs opens with a young couple in the bedroom looking at a photo album. The

man tells his wife how fantastic she looks in a particular picture. She asks him, “Really?” The

husband spontaneously blurts out, “Yesterday I was telling Nitin that it’s good that you don’t

resemble your parents.” As he says this, he realises it wasn’t the right thing to say and that

she is offended. The voice over says, “Yeh bhi koi share karne ki cheez hai? Share hi karna hai

to try the new Nestle Alpino” (Is this something to share? If at all you wish to share, try the

new Nestle Alpino). The husband offers her an Alpino she enjoys, with the words on the

wrapper saying, “You’re my dream that came true”. A voice over and super get the message

‘To love is to share’ across.

Another TVC opens showing a slightly older couple in the living room. The lady asks

her husband if he has told her father about his promotion. He is surprised. She explains

that it would help his image since her father had considered him to be a loser. The

voice over takes over along the lines of the other film, and the text on the wrapper she

offers the hurt husband says, “You’re sweeter than any chocolate.”

Effect of the Add:

“The fundamental task was to launch Alpino with a communication platform that was

unique to the product. We figured that 'Sharing' in a product like this was intrinsic and

hence ownable as an idea. However one had to be careful about sharing not becoming

a preachy or a mushy cliché while talking to couples (across age groups) and that it

gets introduced in a fresh way. So, we kept the films light-hearted yet real, on the

everyday wisdom of sharing and how Alpino is 'the best thing to share'. It helped us

make communication that's sticky for couples of all ages and get an engaging creative

platform for the brand.”

The brand is looking to encourage consumers to ‘share’ the message on social media.

The TVCs were promoted on Facebook’s logout page and will also be played in

cinemas.

2. NESTLE MUNCH ,VIRAT KHOLI

SOUTH INDIAN AD:

Add Description:

Nestle Munch has rolled out another ad film featuring cricketer Virat Kohli. An

extension of the campaign rolled out earlier this year, this film too has Kohli playing a

South Indian character (introduced in the earlier film as Balakrishnan Vaali).

Only this time, there's two of him amplifying the 'crunch'.

The TVC shows Kohli playing himself in an elevator with a middle-aged man (his

manager). Kohli is about to take a bite of his Nestle Munch, when the sound of a

‘crunch’ stuns them. They turn towards the source of the sound and find Kohli’s South

Indian lookalike munching on Munch. The surprised man points out the similarity to

Kohli - not the similarity in looks, but the fact that they are both having a Munch. He

says, "Aap dono toh same to same…Munch kha rahe ho sir". The film ends with a voice

over and a super introducing Munch, saying: 'You can't miss the new Munch - it's the

crunchiest ever'.

Effect of the Add:

"The product still remains the focus of the message, being the subject of the

'interaction'. The love for the crunchiest ever Munch leads to another exciting

moment. And that is exactly the point nestle want to make.

3. Nestle Kitkat Share Your

Goodness Campaign

Add Description:

A family adopted a girl. They already have a son but after adoption, son is not able to

adjust with that girl. But one day, they play together and eat some chocolate together.

Effect of the Add:

This campaign will straddle media vehicles ‘in a sustained manner and will encourage

people to share their goodness with others and recognise the goodness that they see’,

informed a Nestle statement, ShareYourGoodness .

Nestle successfully created and targeted children’s in this campaign. They point out

towards children’s who have no parents and also some cute things in children’s

childhood. In their strategy, they want to create emotional attachment with their

product i.e. kitkat and they successfully created it.

4. NESTLE KITKAT- KITTU KITSU

Add Description:

In this add the Janise people send each other “Good Luck” messages through kit Kat

mail, which is sending a Kit Kat chocolate with best wishes during exam.

Effect of the Add:

Student are the main target in this add. Here ‘kittu katsu’ means ‘surely win’. So kitkat

position itself in such way that people send each other a best wishes messages through

kit Kat mail. Thus they find new segment in the market and still don’t have any

competitors.

Touch point: story line, people receiving kittu katsu messages.

5. DANCING BABIES

Add Description:

A doctor takes a little break and have its kitkat. While he is eating it, babies in care

center suddenly starts dancing on song. He is quiet surprise with it and continue to

look it.

Effect of the Add:

The other part of the baby concert is the dancing, which is simple yet kind of unique.

Why babies? It came from the insight that watching babies play will put a smile on

anyone’s face. If you watch them doing something you haven’t seen before, that smile

will be multiplied.”

Break offers an opportunity which otherwise you will miss as you are too much busy.

An opportunity to see, here, feel, meet new people come’s in break . The idea of not

missing out on break has a strong response with youth and this campaign carries the

conversation farther in the way that is surprising and extremely engaging.

Touch point: Dancing Kids

6. NESTLE KITKAT CRAIN ADD

Add Description:

A Crain worker after his work have a kit Kat and with the help of his partners he created

a funny moment is shown in this add.

Effect of the Add :

In January 2011, kit Kat created a campaign in UK called “Have a break, Have a kit Kat”

Reminding the customer to make their break an active and funny one. The emphasis

is on the fun that can be made during the work and how to create playful things around

them during work

Touch point: Crain, And the its playful use.

7. KitKat LOVE BIRDS ADD

Add description:

students are studying in class whole day. Suddenly a boy eats a kit Kat and saw that

some birds came there dancing and singing. He tries to show it to his friend but she

could not pay attention to his words finely at the end of the add, those birds went and

the girl got a feather of one of the bird.

Effect of the Add:

The add mainly focus on the student studying whole day. So they successfully made a

campaign where they not only focus on such students but tells them to have little

break so that they can also enjoy their work.

Touch point: Birds

8. KITKAT ADD HIPPO BEAT

BOXING

Add Description:

In this add, a worker is cleaning a zoo. He gets tiered and take little break and have its

kit Kat. So when he was eating that kit Kat, the hippo present there starts beating and

the boy enjoys it.

Effect of the add:

in this add, nestle specifically want to tell that every one must enjoy their break,

wether it’s a worker or a rich person. Taking break gives us joy and happiness.

Touch point: Hippo

9. Kitkat makers Nestle hide

tracking devices in chocolate

bars

Add description:

A man purchase a kitkat chocolate from a store. He opens it and it send’s a signal to a

satellite as it contains GPS. A well trained team comes to that person through

helicopter with 10000 euro and give it to him.

Company claims that he will give 6 such winners a cash price of 10000 euros within

24hours.

To promote the campaign, Nestle has put up around 3,000 posters and produced a TV

advert.

The commercial says they will 'scramble a crack team of highly trained individuals' to

locate the owner of the lucky chocolate. 'They will board a helicopter, find the special

bar and give the owner £10,000,' it adds. According to Ad Week, Nestle believes the

promotion 'will particularly appeal to men'.

The GPS chips will be embedded in the wrappers of KitKat 4 Finger, KitKat Chunky,

Aero Peppermint Medium and Yorkie Milk chocolate bars.

Effect of the add:

Everyone in the world loves chocolate, specially nestle. In this campaign they targeted

especially younger generation and try to encourage them to buy nestle chocolates.

This is not the first time such a competition has been tried. Unilever tried a similar

competition with detergent boxes in Brazil. But I can say they successfully made it and

has good effect to increase in sales of their chocolates.

10. KitKat Chunky Add

Add Description:

In this add a boy and a girl are sitting on a bench. The boy tells how kitkat chunky is

made by beautiful girls and the girl tells that how it is made by strong hardworking

boys.

Effect of the add:

In this add they successfully targeted youth and tells how beautifully the kit kat is being

made.

Touch point: Boys and girls making kit Kat

11. KitKat HAVE A SIT CAMPEIGN

Add Description:

in this add, they show the people sitting on sit for nearly 14ths. The nestle people come

at the end of the add and gives them a nexus 7 tablet.

Effect of The Add:

On Wednesday September 11th, kitKat started a campaign of ‘Have a sit’ in order to

promote a new partnership between Google and Kitkat and Launch of google mobile

operating system “Android kit Kat”. On 14th September, they want some people to sit

on the sit for nearly 14hrs to win nexus 7 tablet. And thus they successfully not only

organize campaign but also created awareness among peoples.

Touch point: People sitting nearly 14 hours, and the happiness of getting tablet and

its celebration.

12. Kit Kat India café add

Add description:

A boy and a girl are sitting on a coffee shop looking towards each other. Suddenly a

boy coms and proposes girl and the girl says yes to him. The 1st boy went to him

congrats him and tells everyone about him. When Everyone are busy to whish him, he

goes to girl kiss her chicks and went.

Effect of the Add:

This add specially target the youth where in busy life, it tells how to create moments

and enjoy life.

Touch points: style of the 1st boy, and cute girl.

13. KitKat CRICKET COMMENTRY

ADD

Add Description:

In this add, the commentator is commenting on some match. While commenting, he

takes out his kit Kat and while eating it how he does his commentary is shown.

Effect of the Add:

India is a country with millions of people who loves cricket. So in this add, nestle

targeted cricket audience and successfully reach to them through such great

commentary.

14. Kitkat India Samaj Sevak

Add Description:

in this add, a boy called him self as samaj sevak was busy full day with girls and making

fun with them so after doing all those things, he gets tiered and says kit Kat break to

banta hai..

Effect of the add:

Again in this add, nestle specially targeted the youth segment. The boys in new

generation are very busy and also making fun with girls whole day so for them they

specially made this add.

Touch point: the story of add and the boy.

15. NESTLE KITKAT INDIA SQUIRREL

Add Description:

Two friends are sitting under a tree and working on their laptops. One of them took its

kit Kat out and starts eating. He saw two squirrels, and one was upset. So other one

tries to convince her with the song “Kate nahi katate din ye rat keheni thi jo tum se ye

dil ki bat…”.

Effect of the add:

Beautiful things always happens in the break. So its always necessary to take a break.

So nestle successfully recognize it and attach it with human emotion called love. In this

add they specifically targeted the youth segment.

Touch point: the squirrels, and the song.

16. KitKat Bharatnatyam Add

Add Description:

In this add, a bharatnatyam dancer while dancing sees a person who don’t know who

to eat kit Kat. So while dancing, she tells him how to eat it.

Effect of the Add:

India is a very large country with millions of people. And people are creasy about their

traditional dance and culture. So in this add they specifically targeted such people and

the bharatnatyam dancer was amazing in this add

Touch point: bharatnatyam dancer, way to open kit Kat.

17. Nestle Kitkat Share Your

Goodness Campaign

Add Description:

It tell about Mumbai Dabewalas. There are nearly 5000 dabewala’s in Mumbai,

delivering food every day. Those daba’s not only contain food but also love, a kind of

trust. On of the dabewala says that one day when he reach a home, there was a fight

between a husband and a wife. Husband leaves for office and after some time wife

gave a daba to a dabewala so that he can gave it to her husband. When her husband

opens his daba, he find a letter saying sorry to him and at end “I love you”. After

finishing his daba, he gave it back to dabewala with a note saying” I am sorry and I love

you too” with 2 movie tickets. Thus dabewala’s always give love with their dabas.

Effect of the add:

In life money is not everything but we need love, care. And in this campaign Nestle

successfully pick that point and creates a very good campaign. They give all 5000

dabewala’s a goodness gift pack from nestle and successfully penetrate in peoples

heart that “there is someone who always loves you and cares for you.” And our

dabewala’s are doing those things silently since years.

18. Kit Kat CHOOSE A CHUNKY

CHAMPION ADD

Add Description:

In this add kit Kat comes with some super hero’s which are fighting for the first position

claiming that they are the best. Each superhero represents the separate kit Kat Brand.

Effect of the add:

children’s are simply creasy for superhero’s. so nestle identified it and made a

campaign to support their kit Kat super hero on facebook. They not only do advertise

of their chocolate but also use social media to spread awareness about it.

Touch point: superhero’s.

19. NESTLE CHOCOLATES ADD

Add Description:

The add features the hit song “Love Of My Life” by Queen, sung by a boy. Shows a

family moving with boxes being transported and truck loaded with furniture’s and

objects. A boy upset, watches the movement and by the atmosphere we can see that

he is in love with the girl who is leaving. So for her he keeps a chocolate in her box.

Effect of an Add:

Chocolate, which creates a sweetness in any relation is perfectly shown in this add. In

this add, they mainly targeted teen agers and gives them message that we can bring

sweetness in any relation specially to express our love.

Touch point: The song, The boy and The Girl.

20. Kit Kat India More Chocolaty

Break Banta Hai

Add description:

some tourist went to Rajasthan. On of the tourist girl gets tiered and sits to some place

and have its kit Kat. Other tourist guy watch to her and suddenly a fountain behind her

starts flooding with chocolate. The boy also have its kit Kat and gun behind him starts

firing.

Effect of the Add:

The advertisement here targeted the tourist where they went for different places.

They want to convey that people should always have their kit Kat to enjoy such

moments

Touch point: beautiful palace, fountain and the gun