NESCAFE
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 caf 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
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/ caf goers/ non coffee drinkers.
Know Your Neighbors
4 TVCs- Episodic in nature Part 1 Featuring: Deepika Padukone and Purab Kohli Teaser followed up by complete advert Product: Nescafe Classic Tagline: Bring out the best in you TG: Coffee drinking youth Brand premise: liven up every moment in life; positions coffee as a conversation starter/stimulator Competitor: Bru and other beverage brands
4 TVCs- Episodic in nature Part 2 Featuring: Deepika Padukone , Karan Johar and Purab Kohli Product: Nescafe Classic Tagline: One Nescafe Many coffee TG: Coffee drinking youth/caf goers Brand Premise: One can do wonders with coffee and prepare caf like coffee at home Competitors: Cafes/coffee lounges
My First Cup
2 TVCs Featuring: Deepika Padukone , Karan Johar , Vir Das and Purab Kohli Product: Nescafe My First Cup Tagline: Its time you started TG: Non Coffee drinkers/ occasional drinkers Brand Premise: Urging consumers to try coffee by positioning it as the preferred drink of urban India Competitor: primarily tea drinkers/ beverage consumers.
Marketing initiatives
Traditional- TVC, POPs, Radio. Digital Know your NeighborFacebook page, Twitter page On ground initial promotions- Rs. 2 packets for MFC (Trial pack)
Our Take
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
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,
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 Padukoneand Karan Joharfurthering the Nescafe storyline on Twitter to their collective 14 lakh plus followers.
