“Its all starts with

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

 Description of firm current branding programs

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

wakeup calls were designed to gain popularity in social media space.

 Brand hierarchy
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  Brand portfolio

Nescafé Gold Blend

Nescafé Classic

Nespresso

Iced tea category

South Indian filter coffee

 Strategic branding alliances

Nestle, Krups and Magimix partnered to create the famous Nespresso brand

Co-branding partner RED FM

Nescafe, the coffee brand from Nestlé, and Viacom18’s youth entertainment brand MTV

have signed a three-year partnership to create a digital-only property called MTV

Presents Nescafe Labs.

Nescafe and Nesmate (nondairy creamer)

 Brand’s current positioning in the marketplace

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

beans and aroma is its image differentiating strategy.

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 Brand Positioning
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 Brand Knowledge Pyramid:
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 Future Opportunities:

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

drinkers to try coffee once.

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.

Brand Building Activities:

We feel that NESCAFÉ could work better on conveying its quality. Its soluble coffee’s high quality

is retained through a sophisticated freeze-dried technology which is not employed by its

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

consumer experience to live life to its fullest — a “life without compromise.”

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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which ultimately results in happiness.

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 Finally, in order to bridge the salience gap and improve the breadth of brand awareness, NESCAFÉ

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

would open up NESCAFÉ’s breadth of brand awareness.

Names-Nescafe, Nescafe Sunrise, Nescafe Classic, Nescafe Cappuccino, Nescafe Gold

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

Assessing growth potential and providing recommendations.

Address the following questions:

a. How would you critique your brand’s architecture?

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?

c. How does it fit into a broader brand portfolio?

 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

minor population (19%) are coffee enthusiasts.

 Nescafe with it varied range of product is trying to convert the coffee consumption

into a daily activity rather than being occasional one.

 From secondary sources it was found out that Nescafe’s top of the mind recall is

growing significantly among its target audience.

d. How well has it been expanded into new markets or channels?

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

Snapdeal for an exclusive offering of NESCAFÉ SUNRISE INSTA-FILTER starting April

30. The exclusive pack comes with a traditional South Indian steel tumbler.

e. How would you judge its growth strategy?

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

of coffee outperforming the industry average.

Year 2013 is an important milestone for Nescafe in India as it completes 50 years in country

which took time to warm up to the idea of instant coffee.

The Nescafe also retained its top six Hot Beverage brand position in Brand Equity’s Most

Trusted Brands Report for 2015.

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 References

Anon., n.d. https://www.nestle.in/brands/beverages. [Online]

Available at: https://www.nestle.in
[Accessed 2016].

Buss, D., 2016. http://www.brandchannel.com. [Online]

Available at: http://www.brandchannel.com/2016/09/23/nescafe-continues-growth-092316/
[Accessed October 2016].

Reporter, B., 2015. Business Standard. [Online]

Available at: http://www.business-standard.com/article/companies/nescafe-joins-hands-with-mtv-to-
drive-digital-engagement-115100101059_1.html
[Accessed October 2016].

Roderick, L., 2015. Marketing Week. [Online]

Available at: https://www.marketingweek.com/2015/09/15/nescafe-goes-after-millennials-as-it-
becomes-first-global-brand-to-move-online-presence-to-tumblr/
[Accessed OCTOBER 2016].

Team, C. I., 2016. www.campaignindia.in. [Online]

Available at: http://www.campaignindia.in/video/nescafe-brews-persistent-rjs-story-urges-india-to-
staystarted/429305
[Accessed 21 October 2016].
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"Coffee is the common man’s gold, and like gold,
it brings to every person the feeling of luxury
and nobility."
-Sheik-Abd-al-Kadir