Food/Drink Nescafe Blend 43 BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

Advertising Brief: Nescafe Blend 43

Background
Nescafe Blend 43 is a supermarket brand of coffee, designed to appeal to the non-sophisticated, value conscious palate, who seek consistency of taste, consuming the product in-home. Owned by Swiss food processing company Nestle (the worlds largest buyer of coffee, approximately 780,000 tonnes annually 10% of global supply), Nescafe soluble coffee was created in the 1930s following several years of research and development, at the request of the Brazilian government, in response to the volatile impact of coffee exports due to the Depression, the need to develop an improved method to process, package and distribute coffee in the US, based on Nestls research and expertise at developing powdered food products. At the time instant coffee was not a new idea, having been invented by a chemist in Japan in 1901. Despite various attempts, the original processing technique resulted in an instant coffee product that was not popular with consumers utilising a process whereby batches of high-strength concentrated coffee was brewed and boiled dry in stainless steel vats, with the residue remaining at the end of the process marketed as instant coffee. However, the heat involved in the boiling process destroyed the aromatic and flavourful properties, and when reconstituted was pungent and bitter. Nestle developed a new process for dehydrating the concentrated coffee which vastly improved the quality. It entailed spraying a fine mist of the solution into a heated tower where the droplets turned to powder almost instantly. They then added carbohydrates in the form of dextrose, dextrin and maltose which helped preserve the flavour. Nestle struggled to come up with a name for this new product which would inspire the public to buy it, and decided to combine the word Nestle with the Italian word for coffee (cafe), in the hope that the Italian reference would create an aura of romance and capture the imagination. Nescafe was introduced to Australia in 1947, and was marketed as the 3Second-Coffee, and by 1952 accounted for 17% of Australias total coffee consumption. Continuing to build on its strong relationships with global coffee producers, in August 2010 Nestle announced the signing of THE NESCAFE PLAN, whereby it will invest half a billion dollars in implemented sustainable farming techniques, sourcing and consumption in collaboration with the Rainforest Alliance and Sustainable Agriculture Network, reducing the environmental impact of coffee production and contributing to its long term sustainability. Australians consume a total of 47,500 tonnes of coffee per year, with the instant coffee market worth $460m annually (compared to the $99.5m pure coffee market). The raw coffee used in instant coffee processing is now grown mainly in Vietnam, Papua New Guinea and Brazil. Instant coffee accounts for 82% of the volume of coffee the average Australian consumes annually and Nestle brands account for 74% of the market.

JADDAN BRUHN

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Food/Drink Nescafe Blend 43 BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

Nescafe Blend 43 is just one of over a dozen soluble Nescafe coffee varieties available for in-home consumption from the supermarket in Australia, with a purported 4,600 cups of Nescafe coffee consumed per second globally. Nestle has 26 Nescafe factories around the world including one at Gympie in Queensland. In 2009, the Gympie factory commissioned a new boiler that uses 100% of the discarded coffee grounds produced by the factory as a clean, renewable fuel source. There are no chemicals used in the processing of soluble coffee. The beans are simply roasted and dried. Nescafe is ranked number 27 on Interbrands 2010 Best Global Brands, continuing a gradual slide down the list, and reflecting the growth in chain store coffee brands like Starbucks and the impact they have had on consumer purchase and consumption behaviour. While Nestle has responded to that category of the market with its Nespresso brand, there is the perception that Nestles strong focus on Nespresso has detracted from its core Nescafe brand and Nescafe family of varieties. On the supermarket shelf, Nescafe is facing fierce competition from the popularity and uptake of supermarket house brands, able to compete on price, quality and distribution. According to Nielsens annual report on Australias Top Brands, Nescafe Blend 43 was ranked number 12 in the 2002/03 reporting year. In the 2009/10 reporting year Nescafe Blend 43 was ranked number 27, continuing a steady decline down the rankings during the in-between years (though in a new category of reporting charting Umbrella Brands Nescafe ranked number 6, encompassing the popularity of the number of different instant coffee varieties sold under the brand). Nestle currently believes that Nescafe Blend 43 is uniquely placed to capitalise on renewed consumer interest in heritage brands, with consumers in a post GFC world scaling back consumption, monitoring their discretionary expenditure closely, being more cost and value conscious, increasing propensity to entertain and to consume in-home, and whom are attracted to the comfort and certainty of traditional household brands. And at only 2 calories per cup of Nescafe Blend 43 (without anything else added), its a guilt-free pleasure.

Marketing Objectives

Grow instant coffee market by 3%. Increase market share by 5%.

Advertising Objectives

Increase perception of Nescafe Blend 43 as best quality and best value instant coffee in target audience by 10%. Increase perception in target audience that Nescafe Blend 43 is a beverage that may be consumed at any time throughout the day by 15%.

Target Audience

Female grocery buyers, 25 40 married with children, employed and stay at home mothers in greater suburban Sydney.

Brand History & Positioning

Nescafe has products positioned to satisfy the full spectrum of soluble coffee tastes, from Nescafe Green Blend promoted for its high anti-oxidant levels, to Nescafe Short Black, sold in smaller jars due to its denser, richer flavour and

JADDAN BRUHN

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Food/Drink Nescafe Blend 43 BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

use of 100% Arabica Coffee Beans, most recently tied together as part of Nescafes Get a Little Closer campaign, encouraging consumers to slow down and share coffee with friends and family, get a little closer, listen & share. Nescafe Blend 43 is positioned as the standard quality, good value brand, for cost conscious consumers that dont have a specific taste for premium coffee blends.

Competitors

Supermarket House brands (Youll Love Coles, Woolworths Select) Bushells Classic Coffee Moccona Classic Coffee

Competitors Advertising

All brands: Supermarket in-store advertising & cross promotion, online via social media & branded websites. Bushells: Sponsorship of Driver Reviver campaign with online, print & TVC. Moccona: online, print & TVC

Current Media Strategy

TVC, Print, Outdoor, Online & Social Media as part of Nescafes Get a Little Closer campaign, demonstrating one half of the equation required to share, encouraging the consumer to slow down, and seek out the other half of the equation required to get a little closer to someone over a coffee. The ads remind the consumer of the isolation inherent in a busy lifestyle & encourage them to take a step back. The ads hit at moments when the sense of being alone may be more keenly felt, motivating the consumer to do something about it.

Key Message / USP Tone / Manner Mandatories

Nescafe Blend 43 starts your day with less than 2 calories per cup. Conservative, bright, empowering, informative. Nestle logo, Nescafe blend 43 logo, signature red mug, 250g Nescafe blend 43 jar, website and social media (facebook, twitter & youtube) contact detail.

Budget

$4,000,000

Timing

Jan Mar 2011

JADDAN BRUHN

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Food/Drink Nescafe Blend 43 BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

SWOT ANALYSIS Nescafe Blend 43

STRENGTHS
Strong & positive brand awareness Competitively priced Universal staple product Consumers demonstrate loyalty to preferred coffee brand

WEAKNESSES
Flavour only appreciated by consumers with unsophisticated palate Consumers have found diffusion of Nescafe brand confusing Confusing recent promotion focuses relative worth of product on moments it facilitates rather than on quality of flavour

OPPORTUNITIES
Economic environment seeing consumers return to trusted brands & brands they grew up with High ongoing maintenance cost of home coffee machines seeing return in interest to instant coffee products Known anti-oxidant properties of coffee contributing to the debate on relative health benefits between tea & coffee Coffee has inherent emotional/social connotations to having a break / sharing a moment

THREATS
Budget conscious consumers switch to supermarket house brands Instant coffee perceived as boring Ethical / Sustainable / Fair-trade expectations of consumers may demand costly changes to production and processing techniques Global production and processing supply chain makes the product sensitive to legislative, political and economic changes in a variety of jurisdictions concurrently Fluctuations to coffee process as a commodity can lead to higher supermarket shelf prices that may be difficult for consumers to comprehend

JADDAN BRUHN

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Food/Drink Nescafe Blend 43 BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

The Media Brief

Nescafe Blend 43

Media Objectives The Media Plan is designed to reach the majority of the target audience with a frequency of at least four times during the campaign period. Utilising the selected media the campaign flight pattern is continuous with bursts of activity at key points during the campaign; familiarising the target with the campaign message and inspiring a call to action as key events during the campaign promotion approach. Varying the media utilised and shaping the communication around the targets media and lifestyle habits, acting on the targets creative instincts and interest in finding out more, reducing wastage and acting to ensure the target is exposed to the campaign message many times over the campaign period is best achieved through the media selected, avoiding heavily pushing the campaign message in traditional media only, which may negatively impact the targets perception of the advertisements focus. Geographic areas to be covered The draw area is metropolitan Sydney. Target audience lives and conducts their life in the greater suburban area of Sydney, with a specific focus on the areas of more notable population density, and areas where there is a greater propensity for households with two or more children, i.e. Western Sydney. When do we talk to them As a FMCG, this has a very short purchase cycle, and may be purchased as part of a weekly grocery shop, provided it has made it onto the list prior to the weekly shop. The target needs to be reminded several times leading into a purchase to encourage brand shifting, to aide recall and help differentiate from competitor brands at the supermarket shelf. Creative requirements The product packaging and contents will need to be shown to visibly highlight the quality, taste and aroma qualities and drivers that encourage consumers to partake in a coffee experience. To invoke desire for the product and develop consumer interest, colour and movement would be used.

JADDAN BRUHN

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Food/Drink Nescafe Blend 43 BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

Media Plan Budget January to March 2011 Nescafe Blend 43 JAN 2-8 Radio 2Day FM (mon-fri x 4 breakfast) Magazine Woman's Day - Full Page Colour (NSW only) 307 x 230 Aust Women's Weekly Full Page Colour (NSW only) 285x230 6,000. 00 JAN 9-15 6,000. 00 JAN 16-22 6,000. 00 JAN 23-29 6,000. 00 FEB 30-5 6,000. 00 FEB 6-12 6,000. 00 FEB 13-19 6,000. 00 FEB 20-26 6,000. 00 MAR 27-5 6,000. 00 MAR 6-12 6,000. 00 MAR 13-19 6,000. 00 MAR 20-26 6,000. 00 MAR 27-31 6,000. 00 TOTAL

$78,000

28,775 24,495

28,775

28,775

28,775

28,775 24,495

28,775

28,775

28,775

28,775

28,775 24,495

28,775

28,775

28,775

$374,075 $73,485

Online dailytelegraph.com.au Leaderboard (728x90pixels) - weekly Woman's Day eDM (weekly newsletter) Sub Total

11,250

11,250

11,250

11,250

11,250

11,250

11,250

11,250

11,250

11,250

11,250

11,250

11,250

$146,250

2,000

2,000

2,000

2,000

2,000

2,000

2,000

2,000

2,000

2,000

2,000

2,000

2,000 cost per tarp

$26,000 $697,810 TOTAL

Television Sydney Channel 7 Channel 9 100.00 75.00 100.00 75.00 100.00 75.00 100.00 75.00 100.00 75.00 100.00 75.00 100.00 75.00 100.00 75.00 100.00 2,500.00 2,000.00

2,250,000. 00 1,200,000. 00 $3,450,00 0.00 $4,147,81 0.00

Sub Total

FINAL TOTAL

JADDAN BRUHN

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Food/Drink Nescafe Blend 43 BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

The Creative Brief

Client: Nescafe Brand: Nescafe Blend 43 Date: 29/09/2010 Account Director: Jaddan Bruhn Creative Team: Jaddan Bruhn
Role for Advertising Grow overall instant coffee market by 3% and increase Nescafe Blend 43s market share by 5%. Increase perception of Nescafe Blend 43 as best quality and best value instant coffee beverage in target audience by 10% whilst concurrently increasing the target audiences perception that Nescafe Blend 43 is a beverage that may be consumed at any time throughout the day by 15%. Target Audience Demographics Females, 25-45, married with children, employed and stay at home mothers, residing in greater suburban Sydney. Psychographics Conventional Family Life, grocery buyers, managing competing constraints of balancing family budget, keeping up with mortgage payments, providing for needs of growing family, whilst making value conscious choices to support familys nutritional and lifestyle requirements. Weekend time is spent entertaining at home, catching up with friends and family and on outdoor activities with the children. Behaviour and usage Nescafe is synonymous with coffee, and Nescafe Blend 43 has a consistent taste that can be enjoyed by everyone throughout the day, from the morning wake-up coffee enjoyed before breakfast, to the after dinner coffee shared with visiting family and friends. Key consumer insight I like the simple coffee taste of Nescafe Blend 43 & the easy 3 step process to prepare, it takes me 2 minutes to make a coffee. Key Thought or USP Nescafe Blend 43 starts your day with less than 2 calories per cup. Support Nescafe invented the current popular process for instant coffee production. 4,600 cups of Nescafe are consumed globally per second. Nescafe is the largest global purchaser of coffee. Tone and Manner Conservative, bright, empowering, informative. Desired Mediums - TVC, Print (magazine), radio, online banner, electronic direct mail. Budget - $4,000,000 Timing - Jan Mar 2011 Mandatories Nestle logo, Nescafe blend 43 logo, signature red mug, 250g Nescafe blend 43 jar, website and social media (facebook, twitter & youtube) contact detail.

JADDAN BRUHN

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