Professional Documents
Culture Documents
Brand management of
nescafe
Business Profile
Nestle is world largest food manufacturer with around 480 factories in 87
countries and a portfolio that range from baby food to pet care, from chocolate
to mineral water.
With more than 3,000 cups consumed every second. Nescafe is by far the
world's leading coffee brand
The coffee with life in it. Made in just 5 seconds. Thats how Nescafe
announced its entry into India, in 1963. Before the ad campaign hit bill-boards
across the country, Indian coffee lovers were stuck with the idea that coffee is
something that takes minute attention to prepare and cannot be instant.
Nescafe
Instant
coffee
Sign
Image
Nescafe Red
Mug
Person
enjoying
coffee
Interpret
meaning
Segmentation
Geographically NESCAFE has divided the country mainly into four i.e. southern,
northern, eastern and western. Of the four southern region is the area where
coffee is consumed the most .In this part hard (roasted) coffee is consumed in a
huge amount. In the northern parts NESCAFE instant coffee is consumed a lot.
Demographically NESCAFE has tried to reach or cover the every age group ,
families , working people , male /female ,educated or illiterate ,and of different
socio-economic classes .
Targeting
Target Audiences:
1.
2.
3.
Point of purchase
Nescafe products are mainly sold in the following points. Nescafe Classic
being the most commonly used Nescafe coffee line extension.
Kirana
Store : The most common and the most widespread form of sales
point in India.
Modern
SKUs sold.
Accessibility:
Positioning strategies
Business Mantra
Emphasizes
Value Proposition
Positioning Statement
To
In
Nescafand
quality
Brand Positioning
Nescafe
Nescafe
Nescafe
Brand Management
The two ads are well crafted, and project a sense of simplicity, of
happiness being present in the simplest things in life. It introduces a
new tagline Bring out the best in you. It also reemphasizes the TG of
the brand, which is the youth
Year
Theme
2005
Wake up the spirit with Nescafe Red Cup
2006
Your day doesnt really start until you have your
Nescafe Red Cup
2007
Your cup your way, Your day your way
2008
Better coffee with better morning
2009
Coffee at its best
2010
Switch on the best in you
Brand loyalty
Steps of gaining brand loyalty
1.
Nestl + caf = NESCAFE
Easy to pronounce
Brand consistency
High reputation of the Nestle
2.
Creation of Brand awareness
Media mix TVC, radio, magazine, cinema,
packaging, event sponsorship, sales promotion
3.
Creation of Trust
Consistent image
Consistent quality of product