5/20/2018 Nescafe

1/19

Positioning Strategiesand Brand management

of nescafe

5/20/2018 Nescafe

2/19

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 chocolateto 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.

5/20/2018 Nescafe

3/19

5/20/2018 Nescafe

4/19

Nescafe Semiotics Triangle

NescafeInstantcoffee

Nescafe RedMug

Personenjoyingcoffee

Object Product

SignImage

Interpmean

5/20/2018 Nescafe

5/19

Geographically NESCAFE has divided the country mainly into four i.e. southenorthern, 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

huge amount. In the northern parts NESCAFE instant coffee is consumed a lo Demographically NESCAFE has tried to reach or cover the every age group ,

families , working people , male /female ,educated or illiterate ,and of diffe

socio-economic classes .

Segmentation

Targeting

Target Audiences:

1. Working Adults (Primary)

2. Students-University, Academy, High School (Secondary)

3. Senior Citizens (Third party)

5/20/2018 Nescafe

6/19

5/20/2018 Nescafe

7/19

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 salespoint in India.

Modern Retail: Present mostly in cities are increasingly becoming the

most important points of purchase.

Visibility: Whether the product is at eye-level or not impacts the number

of SKUs sold.

Accessibility: Where the SKU stack is located in comparison to theentrance of the mall matters as most of the SKUs sold today are impulsive

purchases, so if the SKU stack is located near the entrance and is visible,

it will impact the sales'.

Vending Machines: Nescafe has its own vending machines installed at

various locations namely College canteens, Offices, restaurants etc. This

is a very efficient form of OOH marketing too.

5/20/2018 Nescafe

8/19

Positioning strategies

Positioning strategy based on Use or Application Lets understand this

with the help of an example like Nescafe Coffee for many yearspositioned it self as a winter product and advertised mainly in winterbut the introduction of cold coffee has developed a positioning

strategy for the summer months also.

Business Mantra

5/20/2018 Nescafe

9/19

More on Positioning Strategies used....

Uses product differentiation and image

differentiation to gain competitive

advantages to build a position

Emphasizes on product, quality level and

satisfaction of customers

5/20/2018 Nescafe

10/19

Value Proposition

MORE FOR THE SAME

Selling its products at same market price but

offers better quality and higher satisfaction levels

5/20/2018 Nescafe

11/19

Positioning Statement

To people who are inspired and outgoing, cool

and trendy In the need of starting each morning with an

enjoyable taste and original smell of coffee

Nescaf and its Classic gives the best taste and

quality

5/20/2018 Nescafe

12/19

Brand Positioning

Nescafe --- the taste that gets you going

Nescafe Classic 100% pure instant coffee

Nescafe Cappucino A true cafe

5/20/2018 Nescafe

13/19

B d M

5/20/2018 Nescafe

14/19

Brand Management The intangible added value that a brand provides to a company

beyond its physical net assets

Nescafe has a high image of Television Commercials

Nescafe wants to maintain its image of cool and trendy

1 coffee cup 1 good feelingwith Nescafe- Emotional branding

"Nescafe mug" red cup was popular- USP

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 TGof the brand, which is the youth

5/20/2018 Nescafe

15/19

Commercials focus on Sharing

Happiness

5/20/2018 Nescafe

16/19

5/20/2018 Nescafe

17/19

Year Theme

2005

Wake up the spirit with Nescafe Red Cup

2006

Your day doesnt really start until you have yourNescafe 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

B d l lt

5/20/2018 Nescafe

18/19

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

Brand loyalty

5/20/2018 Nescafe

19/19