Professional Documents
Culture Documents
a Nescafe”
BRAND MANAGEMENT
Group Members
Ashwani Kumar
Anurag Rathod
Rishika Raj
Rohit Lamba
designed by : Saket
Contents
Brand History .............................................................................................................................................. 2
Mission ......................................................................................................................................................... 2
Brand Mantra.............................................................................................................................................. 2
Brand Planning ........................................................................................................................................... 3
Description of firm current branding programs ............................................................................... 3
Brand hierarchy ................................................................................................................................ 3
Brand portfolio.................................................................................................................................. 4
Strategic branding alliances ............................................................................................................. 4
Brand’s current positioning in the marketplace ............................................................................... 4
Brand Positioning........................................................................................................................................ 5
Brand Knowledge Pyramid: ...................................................................................................................... 6
Future Opportunities: ................................................................................................................................ 7
Brand Building Activities: .......................................................................................................................... 8
Official Logos ........................................................................................................................................... 10
Symbols ................................................................................................................................................... 10
Characters .............................................................................................................................................. 11
Slogans .................................................................................................................................................... 11
Jingles: .................................................................................................................................................... 12
Packaging: ............................................................................................................................................... 12
Brand Growth ........................................................................................................................................... 13
References .................................................................................................................................................. 16
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Brand History
The story behind NESCAFÉ started in the 1930s, Switzerland. Upon the request of the Brazilian
government for coffee cubes, NESTLÉ started looking into the possibilities of creating soluble
coffee that still tastes as good as any other. The solution was found a few years later with the help
of Max Mergenthaler and his team, introducing soluble coffee to the world on 1 April 1938. To
date, it is a global household favorite, making it to the top spot in Interbrand’s ranking of Best
Swiss Brands in 2016 and globally it’s ranked at 36th position in Interbrand’s top global brands
2016 rankings.
Mission
NESCAFÉ is dedicated to making great tasting coffees for everyone to enjoy every day.
Brand Mantra
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Brand Planning
Nescafe rolled out its new identity campaign (“It all starts with a Nescafé”), and brand
visual identity “REDvolution”, globally in the year 2014. Developed by Publicis, CBA,
and OgilvyOne (Frankfurt) the current branding campaign is a revamp which came week
after rival Mondelez International spun off its coffee business to form, Jacobs Douwe
Egberts, the world’s second largest player in the category and challenge Nestlé’s
dominance. The focus of REDvolution was to give the brand a modern twist especially in
the online arena. Campaign such as social alarm clock, which provides personalized
Brand hierarchy
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Brand portfolio
Nescafé Classic
Nespresso
Nestle, Krups and Magimix partnered to create the famous Nespresso brand
Nescafe, the coffee brand from Nestlé, and Viacom18’s youth entertainment brand MTV
Nescafe has positioned itself in the market as a product differentiator to gain competitive
Advantage. The superior value and satisfaction that its customer gets from high quality
The major repositioning of its brand purpose Nescafe did in regards with its new target market is
that its focus became the youth. It started targeting the youth more with its emotional with the
motto:
Nescafé has been releasing ads which are youth-centric, with the target audience in the age group
of 16-24 years, ambitious and aspiring youngsters, who have the inherent desire to succeed.
In line with their new repositioning of the brand they came up with the ads #StayStarted,
an evolution in their existing brand idea – “Nescafé being a constant companion in your
journey towards your goals” to capture the digitally fortified futuristic audience.
Nescafé made a strategic shift, considering the changes it witnessed in the Indian mindset
and its population, in their advertisement campaign they targeted the younger generation.
While the ad films Nescafe showcases scores on creativity, it can be aptly noticed that from a
strategic perspective, the campaign gives a push to a strong recruitment story; the need to get tea
With the youth centric approach in mind Nescafe diversified its portfolio also by opening various
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Nescafe cafés in India to compete with the likes of Starbucks and CCD’s capturing the hot drinks
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categories in India. Thereby broadening the brand awareness to more than just instant coffee, thus
appealing to younger consumers who prefer to have their coffee at coffee chains with friends.
We feel that NESCAFÉ could work better on conveying its quality. Its soluble coffee’s high quality
competitors. There is a need to elevate current consumer perceptions of the brand from that of “3-
in-1” and “convenience” to great quality, and how that quality generates an overall delightful
Pertaining to NESCAFÉ’s marketing message, we feel that NESCAFÉ should focus on the core
purpose of a “life without compromise”. Nobody should compromise between convenience and
high quality, work and family, enjoyment and success etc. and that creates a full and balanced life,
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could address the perceived quality of their coffee by setting up a NESCAFÉ pop-up store that
allows the consumer to experience the NESCAFÉ brand first hand and therefore raise their brand
knowledge. The pop-up store would be more in line with NESCAFÉ’s brand purpose of a “life
without compromise” because a pop-up store basically means that NESCAFÉ can bring its product
to where the consumers are, and as such, consumers are able to experience NESCAFÉ anytime,
anywhere. This also allows NESCAFÉ to be able to target its younger consumers by bringing it to
various youth hangouts who are likely to find this concept appealing.
We propose that there the store should have various varieties of soluble freeze-dried coffee, and
customers should be allowed to customize their coffee to suit their own tastes and preferences.
Popular blends customized by consumers can then be mass produced and distributed through its
current channels. It is hoped that NESCAFÉ would be perceived as high-quality coffee which
URLs:
https://www.nestle.in/brands/beverages | https://www.nestle.in/Brands/nescafe
https://www.nestle.in/Brands/NESCAFESUNRISESpecial
https://www.facebook.com/NescafeIndia/ | https://twitter.com/nescafeindia
http://www.nescafe.com/
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Official Logos
Symbols
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Characters
Slogans
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Jingles:
Pa pa ra pa ra ra…Nescafe
Packaging:
Nestlé India believes in having universal packaging all over the globe.
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Brand Growth
The brand architecture that Nescafe has is Branded house. In this architecture a brand
emphasize on master brand i.e. Nescafe to position its sub-brands. The characteristic of
this brand structure is that it allows equity to be shared and leveraged among sub brands.
This sub branding help Nescafe to separate and organize their offering to different
consumers. Extending the equity of a brand – are crucial to both fuel growth and outpace
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competitors.
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b. What is good and bad about its hierarchy?
With the current portfolio, Nescafe tries to cater to the diverse taste of Indian
consumers.
Majority of Indian population (almost 90%) are extensive tea consumers and only
Nescafe with it varied range of product is trying to convert the coffee consumption
From secondary sources it was found out that Nescafe’s top of the mind recall is
The coffee retail market in India is growing at 20-30 per cent year on year and is expected
to treble by 2016-17. More than 50 per cent of the Indian coffee market is instant coffee
that is dominated by Nescafe, a product which is sold as 100 per cent coffee. The growth
of instant coffee has also been fuelled by modern retail that ensures availability and options
to the consumers.
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Nescafe has expanded to new channel to reach out to its customer by partnering with
30. The exclusive pack comes with a traditional South Indian steel tumbler.
The most important factor which defines the growth strategy of a company is winning the
larger market share. Based on Nescafe’s annual report 2015 it can be seen that, 2015 was
a good year of growth for the coffee business largely coming from increased consumption
Year 2013 is an important milestone for Nescafe in India as it completes 50 years in country
The Nescafe also retained its top six Hot Beverage brand position in Brand Equity’s Most