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SICG Project Brief: Date: 19 Dec 2017

1) The document outlines a project brief to launch a new premium biscuit brand called "Reverie" for Nestle in India. 2) The brand aims to target aspirational and indulgent customers in the premium biscuit segment that Nestle does not currently compete in. 3) The brand name "Reverie" was chosen to reflect the positioning of taste with elegance and appealing to customers who enjoy being lost in thought.

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Suman Sourav
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53 views1 page

SICG Project Brief: Date: 19 Dec 2017

1) The document outlines a project brief to launch a new premium biscuit brand called "Reverie" for Nestle in India. 2) The brand aims to target aspirational and indulgent customers in the premium biscuit segment that Nestle does not currently compete in. 3) The brand name "Reverie" was chosen to reflect the positioning of taste with elegance and appealing to customers who enjoy being lost in thought.

Uploaded by

Suman Sourav
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Group 5, Section 2

Hardik Agarwal
Lilly Kemprai
Mohit Kr Mandeliya
Prashant Kumar
Date: 19th Dec 2017 Suman Sourav

SICG Project Brief

Product Category: Biscuits


Company chosen: Nestle
Brand Name: A new brand named as “reverie”
Reason for choosing Nestle Reverie as a premium biscuit brand as Nestle does not have any
brands in biscuit category even after being a predominantly in food industry with some of
phenomenal brands like Maggi, Munch and Kit-Kat etc. The main competitor Cadbury
produces same kind of products as Nestle does like chocolates & Nutrition drinks. After the
launch of Oreo in India, in a short span of time. Cadbury Oreo has penetrated 6 percent of
market using its already existing distribution channels & marketing strategies. Our team thinks
there is a gap existing from a very long time in portfolio of Nestle products (i.e. biscuit
category). Our strategy is to launch a premium brand in biscuit category which will cater the
needs of higher social class. Even in future, if we think that we can expand our target market
to medium to lower class, we can follow a low pricing strategy. But, currently we want to
position it as a premium brand to capture aspirational and indulgent customers.
The reason for choosing the brand name “Reverie” is due to the fact that we are targeting a
premium segment who demands taste with elegance. Reverie literally means “a state of being
pleasantly lost in one's thoughts; a daydream” and same will reflect in the positioning we are
about to propose with this study.
Target Markets: Geography- Metro, Tier 1, & Tier 2
Channels: Modern Retail, Online, and selected Retail outlets (Using already existing food
distribution channel of Nestle)
Promotional Strategy: Our brand Ambassador will be Sushant Singh Rajput and Shraddha
Kapoor, as they can appeal to an elegant base of consumers who are young. Advertising will
be mainly on online platforms, billboards and TV.
Our project’s distribution strategy will be based on study of distribution Network in selected
cities like Delhi and Capital cities of India.

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