nescafe presentation (collected)

8/18/2019 Nescafe Presentation (Collected)

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Prepared By:Bhavin Agrawal(02)Nikita Balar (04)Malvi Bhatt (08)Ishani Dave (4)Nitin Madhavi (28!"shal Mehta (#


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Intr$d"%ti$nPr$d"%t &ype Instant '$ee

Owner Nestle

Country Switzerland

Introduced 1938

Markets Worldwide

Sales $9.8 Billion

Brand alue $1!.3 Billion

We"site www.nesca#e.co

Source% &tt'%((www.#or"es.co(co'anies(nesca#e


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Brand Per%epti$n• Nesca#e lo)oty'e was always t&e sae since its ori)in. *&e

lo)oty'e "orrowed t&e sae Nestl+ #orat, and t&e word Nesca#eis a co"ination o# t&e -rst t&ree letters o# Nestl+ and ca#+ w&ic&is coee in /ortu)uese.

• *&e sy"ol added to coney t&e "rand eanin) was t&e redu). Most coercials scenes s&ow soeone &oldin) t&e redu) wit& t&e Nesca#e lo)oty'e written in t&e ertical 'osition.

• /ro"a"ly t&e red color o# t&e u) was c&osen to e'&asize t&e

ener)y o# t&e drink, since coee is a stiulatin) drink and red is'er#ect to descri"e t&is state o# ind. *&ere#ore, t&e seioticstrian)le would dis'lay on t&e si)n side, t&e red u), on t&e o"0ectside, t&e )ranulated instant coee, or t&e 'roduct itsel#, and ont&e inter'retant side, t&e wellness state o# a )ood cu' o# coee.


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Market hare $ '$*eein India

Nesca#eBru

ot&ers

212

2

3242

52

Market hare

Market S&are

45%4!2

82

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'$*ee

.2

5.2

1.2

15.2

.2

5.2

Market hare

Market S&are

22.7

16.3

3.42.5

2.3

1.9

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N-'A.-

• Nes eans Miracle ca#+ : coee;iracle wit& coee

• /roduct


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N-'A.- / INDIAN-'A. 'lassi% : a 12 natural coee

N-'A. 'app"%%in$/ a ran)e o# delicious #oain) i=es aaila"le in3 deli)&t#ul >aors Ca''uccino, ?anilla @atte and C&oco Moc&a.

N-'A. "nrise Pre1i"16Aand'icked ra"ica and


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N-'A.-

• Nesca#es i – We eet t&e needs o# t&e 'resent wit&out

co'roisin) t&e a"ility o# #uture )enerations toeet t&eir own needs.

• Wit&in -e years 11615E, t&ey &ae dou"ledt&e aount o# NGSCH coee "ou)&t directly#ro #arers and t&eir associations – 'urc&asin) 18, tonnes o# coee #ro around

1!, #aers.• /roidin) adice on #arin) and 'ost6&arest

'ractices to oer ten t&ousand coee #arers'er year.

&tt's%((www.nesca#e.co(ourJa"itionJenJco.a=csKctieILD153


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N-'A.-

• It also coes in arieties suc& as NGSCH /rotectand NGSCH reen Blend, a new ty'e o# coee,w&ic& contains &i)& leels o# naturally occurrin)'oly'&enol antio=idants.

• ll in all, Nestl+ is inestin) CAH 5 illion incoee 'ro0ects #or t&e ten years 116E.

• *&is includes CAH 35 illion #or t&e NGSCH/lan and "uilds on t&e CAH illion inestent

in coee 'ro0ects oer t&e 'ast ten years.• round 4,F cu's o# NGSCH are consued

eery second.


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SWOT Analysis


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trengths

• Stron) "rand nae as it is associatedwit& Nestle

• Innoation• "ility to 'enetrate tea loin) arket• /roducts diersi-ed into any >aors•

/rootion


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eakness

• /eo'le aoid caeine i# t&ey are&ealt& conscious

• Nesca#e is known to "e t&e c&oice o#coon an and t&ose 'oseattractie to t&e so'&isticated 'alate

• sa)e rate low in tea loin) countrylike India.


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&hreats

• Brus arketin) and e='ansion strate)ies 'osea t&reat to t&e arket &oldin) o# Nesca#e inIndia

•

Co'etitors ay reac& t&e rural Indian arketw&ic& is still unta''ed "e#ore Nesca#e does.• Co'etition #ro "eyond &ot drinks : t&e

e='ansion and diersi-cation o# so#t drinks,

w&ic& are eectiely tar)etin) trends towards&ealt& and conenience, 'ose a nota"le t&reatto Nestl+s &ot drinks 'roducts.

• Many people avoid coffee due to their health reasons


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Market Details


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'$ns"1er Market Details

• NGSCH is aaila"le around t&eworld in dierent "lends and>aours, w&ic& are ada'ted to localtaste.

• NGSCH coes in dierent sizesand at dierent 'rice 'oints

• Hro our aorda"le 'riced 'roductsto 'reiu 'roducts suc& asNGSCH old or NGSCH Lolce

usto


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'$ns"1er Market Details

• Nesca#+s arket consists o#"asically coee drinkers, es'ecially'eo'le w&o are in t&e need o# instantand Puali-ed coee t&at stiulates"ody wit&in a day.

• Lue to its conenience, it is a Puick

solution #or 'eo'le w&o want to en0oyit at &oe, work or sc&oolaccordin)ly. –

It tar)ets eac& o# t&e in dierent


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eg1entati$n (panIndia)

• +e$graphi% – Nesca#e &as diided t&e country into #our se)ents

Sout&ern, Nort&ern, Gastern and Western

– *&e $"thern eg1ent consues t&e ost aount o#Coee and 're#ers &ard and roasted coee.

– In N$rthern regi$n, Nesca#e instant coee is

consued in &i)&er Puantities.• De1$graphi%

– Nesca#e &as tried to se)ent eery a)e )rou', #ailies,re)ion, )ender and dierent socio6econoic.


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everal P$tential

&argeteg1ents


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eg1ent/

• +e$graphi% – Lensity% r"an

• De1$graphi% – Occu'ation% Students – )e% 1563 years

• Psy%h$graphi% – @i#estyle% Busy – /ersonality% "itious, out)oin) – Occasion% Seasonal at e=a tiesE – Bene-ts% Conenience – ser Status% /otential user, re)ular user, -rst6tie user – ser rate% @i)&t user –

@oyalty Status% Mediu


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eg1ent/2

• +e$graphi% – Lensity% r"an

• De1$graphi% – Occu'ation% /ro#essionals – )e% 3631 years

• Psy%h$graphi% – @i#estyle% Western – /ersonality% Ins'ired, out)oin) – Occasion% In t&e ornin)s – Bene-ts% Quality – ser Status%


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eg1ent/#• +e$graphi%

– Lensity% r"an

• De1$graphi% – Occu'ation% Mana)ers – )e% 4F6F years

• Psy%h$graphi% – @i#estyle% Aard6worker – /ersonality% "itious – Occasion%


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&arget Market

• W&en t&ese se)ents are e=ained,it is seen t&at t&e se%$nd $ne is t&e"est 'otential tar)et arket. – W&ose #ocus is on "r,an y$"ng

pr$essi$nal %$s1$p$litans wit&conte'orary li#estyles.

–

*aste, aroa o# t&e coee and Puality ist&e i'ortant eleent #or t&e. – Nesca#+ e'&asizes on kee'in) t&e

actie t&rou)&out t&e day.


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*ar)et

• NGSCH is aaila"le around t&eworld in dierent "lends and>aours, w&ic& are ada'ted to local

taste.• NGSCH coes in dierent sizes

and at dierent 'rice 'oints• Hro our aorda"ly 'riced 'roducts

to 'reiu 'roducts suc& asNGSCH old or NGSCH Lolce

usto


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Nes%ae 3verall P$sti$ning

Nesca#es 'ositionin) is R1 coee cu', 1 )ood #eelin)

*&e *?Cs and all /rootional Messa)es #ocus on 'assin)loe "etween two 'erson.S&arin) a cu' o# coee is s&own as a sy"ol o# s&arin)&a''iness.

*&e


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Nesca#e Classic is'ositioned as R12/ure Instant Coee

Nesca#e Ca''uccino is"ein) 'ositioned as R true

Ca#+


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hare y$"r g$$dness

-l conce'tualized "yMcCann Grickson'reative tea1: /rasoon

Tos&i, /radyuna C&au&an,


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hare y$"r g$$dness


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*&e Nesca#eMoents


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*&e Nesca#e Moents

+et st$ries r$1 "sers$n s$%ial $r"1s t$ talka,$"t their %$*ee1e1$ries 6 &ow t&ey wont&eir -rst coee date or&ow t&ey cracked aninteriew oer a coee

conersation or &ow t&ey"onded wit& t&eir "etter&al# oer a )ood cu' o#ornin) coee or &ow t&ey

"onded wit& t&eir "est


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*&e Nesca#e Moents

Nesca#eBaseent

*o 'roote youn) usical talent.

Central t&ee o# My Nesca#eMoents and Nesca#eBaseent.

uditions would take 'lace ina0or etros Lel&i, Mu"ai,Ban)alore, C&ennai, VolkataEw&ere we would 'ick youn) andtalented students &ain) 'assion#or usic.

uditions #or would &ae a My

Musical Nesca#e Moent sectionkee'in) in ind our central t&ee.

*o' 'eo'le selected would "eentored "y S&ankar6G&saan6@oy,kee'in) in ind t&eir associationwit& t&e.

*&ey 'lan to launc& t&is s&ow on


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Vnow your nei)&"ors

• RVnow your nei)&"ors6 @aunc&ed in Tan11

• )ency% Mc Cann Grickson

• /art61 – Heaturin)% Lee'ika /adukone and /ura" Vo&li – *a)line% Brin) out t&e "est in you

• /art6 – Heaturin)% Lee'ika /adukone , Varan To&ar and

/ura" Vo&li – *a)line% One Nesca#e Many coee


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Vnow your nei)&"ors


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Vnow your nei)&"ors

• /art61 – *% Coee drinkin) yout& – /ositionin)% lien u' eery oent in li#e;

'ositions coee as a conersation starterCo'etitor% Bru and ot&er "eera)e "rands

• /art6 – *% Coee drinkin) yout&(ca#+ )oers – /ositionin)% One can do wonders wit&

coee and 're'are ca#+ like coee at &oe – Co'etitors% Ca#es(coee loun)es


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My Hirst Cu'


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My Hirst cu'

• Heaturin)% Lee'ika /adukone , Varan To&ar ,?ir Las and /ura" Vo&li

• /roduct% Nesca#e My Hirst Cu'•

*a)line% Its tie you started• *% Non Coee drinkers( occasional drinkers• /ositionin)%r)in) consuers to try coee

"y 'ositionin) it as t&e 're#erred drink o#

ur"an India• Co'etitor% 'riarily tea drinkers( "eera)e

consuers.


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'$11"ni%ati$n


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• l$gan: – R12 /ure –


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• One o# t&e ery 5rst coercials o# Nesca#e

classic in India• *&rou)&out t&e adertiseent it can "e seen t&at

t&e c&aracters in t&e ad are si''in) coee at t&estart o# a day or work *ar)etin) ornin) tieE

• &arget Pe$ple – oun)sters – rtists – "ook store owner – cor'orate rus&in) #or a eetin)


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• l$gan: – RCoee at its "estR – *&is adertiseent can also "e seen as

'ersuasion to in%rease the "sage o#

t&e 'roduct• P$siti$ning:

– RBeera)e #or any oentR – se Nesca#e anytie in your daily

sc&edule


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•

sli)&t c&an)e in t&e 'ositionin) #ro t&e'reious adertiseent.• Nesca#e released t&ree sli)&tly dierent

adertiseents #ollowin) t&e sae t&ee.•

*&e ad s&ows a cou'le en0oyin) t&e oent int&e rain, a )rou' o# #riends c&attin) w&ileen0oyin) coee.

•

&arget Pe$ple – Cou'le – Hriends

r"an out&E


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• l$gan: – RBe&tereen Coee, Be&tereen Laa – W&ic& eans e=cellent coee at

e6%ellent pri%e – *&is slo)an is in Aindi co'ared to t&e

'reious ads

•

P$siti$ning: – *&is o"0ectie o# t&is adertiseent was

to generate awareness a"out a r"pee sa%het o# Nesca#e "ein)aaila"le.


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• Increase usa)e o# t&e 'roduct aon)st t&ecurrent users

• Conert non users to users• Conert t&e co'etitors consuers to your own consuer.

•

&arget Pe$ple – Mainly SGC B consuers or t&e lower &al# o# t&e'yraid

– lso, 'eo'le w&o occasionally drink coee, and arereluctant to 'urc&ase t&e "i))er 'ack.


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• l$gan: –

RSwitc& on t&e "est in youR – Larin) one to take on c&allen)es and

discoer ones new sel#

• P$siti$ning: – *&e adertiseent 'ositioned t&e

'roduct as Rt&e drink t&at )iesstrength $r any %hallenge

–

*&e coee t&at instills con-dence in you.


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• #ter si= adertiseents t&ey -nallysi)ned a cele"rity to endorse t&eir "rand.

• Deepika Pad"k$ne and P"ra, !$hli

• *&e adertiseent was released in t&ree'arts eac& sta)e in continuation to kee'u' t&e curiosity Puotient o# t&e consuer.

• *&e 'roduct is s&own as "ein) an i%e/,reaker $r a %$nversati$n/starter9 #ort&e two c&aracters.


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$%ial Media

3,e%tive *&e ain o"0ectie o# t&e ca'ai)n is *O IM/


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.a%e,$$k

• .a%e,$$k page: 15,F,51 likes wit&,8,14 'eo'le talkin) a"out it – Ai)& en)a)eent rate –

/resence o# a lot o# #ake #ans – No eotional connection wit& t&e "rand in terso# en)a)eent

– ;a%k $ %$ntent that h$lds hare val"e9 –

;a%k $n %a1paigns in"sing pe$ple t$parti%ipate – S'ay% *oo any 'osts around Rlike it , &it it ,

ta) your #riends


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Pinterest

• Wit& ore t&an 59 #ollowers, Nesca#e isdoin) a aera)e 0o" on /interest

• Hilled wit& isually stiulatin) ia)es, t&e'a)e is a treat #or any coee #an.

• Ite leel /rootions• No eotional connection wit& t&e "rand in

ters o# en)a)eent• ;a%k $n %a1paigns in"sing pe$ple t$

parti%ipate


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&witter

• Cant ia)ine a "rand not utilizin) t&e t&e'ower o# twitter. More so w&en t&ey &ae a)ood #ollowin) o# !,1.

• It sees t&eir )oal is to co'y6'aste certaintweets "etween 9 M to /M and not&in)else.

• *&ere are no conersations. –

'art #ro re)ret tweets addressin)co'laints #ro contest winners w&o &aenot receied t&eir 'rizes een a#ter 45daysX

•

nd t&ere are so any coee loers "ut


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nescafe presentation (collected)

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