Prepared By:

Bhavin Agrawal
(02)
Nikita Balar (04)
Malvi Bhatt (08)
Ishani Dave (14)
Nitin Madhavi (28)
Kushal Mehta (31)

Introduction
Product Type

Instant Cofee

Owner

Nestle

Country

Switzerland

Introduced

1938

Markets

Worldwide

Sales

$9.8 Billion

Brand value

$17.3 Billion

Website

www.nescafe.com

Source: http://www.forbes.com/companies/nescafe

Brand Perception
Nescafe logotype was always the same since its origin. The
logotype borrowed the same Nestl format, and the word Nescafe
is a combination of the first three letters of Nestl and caf which
is coffee in Portuguese.

The symbol added to convey the brand meaning was the red
mug. Most commercials scenes show someone holding the red
mug with the Nescafe logotype written in the vertical position.

Probably the red color of the mug was chosen to emphasize the
energy of the drink, since coffee is a stimulating drink and red is
perfect to describe this state of mind. Therefore, the semiotics
triangle would display on the sign side, the red mug, on the object
side, the granulated instant coffee, or the product itself, and on
the interpretant side, the wellness state of a good cup of coffee.

Market Share of Coffee

in India
Market Share
50%

47%

45%

40%
30%

Market Share

20%
8%

10%
0%
Nescafe

Bru

others

http://business.mapsofindia.com/top-brands-india/top-coffee-brands-in-

Global Market Share of

Coffee
Market Share
25.00%
20.00%

22.7
16.3

15.00%
10.00%
5.00%

3.4

1.9

2.5

Market Share

2.3

0.00%

http://www.statista.com/statistics/323254/global-retail-coffee-market-share-bycompany/

NESCAFE
Nes means Miracle caf coffee;
miracle with coffee
Product Range in India:

NESCAFE - INDIA
NESCAF Classic a 100% natural coffee
NESCAF Cappuccino-a range of delicious foaming mixes available in
3 delightful flavors Cappuccino, Vanilla Latte and Choco Mocha.
NESCAF Sunrise Premium-Handpicked Arabica and Robusta beans
that are expertly roasted and granulated to give you richer aroma and a
captivating coffee experience. (Coffee: Chicory = 70:30)
NESCAF Sunrise-A special blend of select Robusta coffee beans are
specially roasted to give you great, stimulating coffee taste and aroma.
(Coffee: Chicory = 60:40)
NESTEA ICED TEA- A special blend of natural tea and natural fruit
flavor enriched with the goodness of Vitamin C. Available in Lemon and

NESCAFE
Nescafes Aim
We meet the needs of the present without
compromising the ability of future generations to
meet their own needs.

Within five years (2011-15), they have doubled

the amount of NESCAF coffee bought directly
from farmers and their associations
purchasing 180,000 tonnes of coffee from around
170,000 famers.

Providing advice on farming and post-harvest

practices to over ten thousand coffee farmers
per year.
https://www.nescafe.com/our_ambition_en_com.axcms?ActiveID=1253

NESCAFE
It also comes in varieties such as NESCAF Protect
and NESCAF Green Blend, a new type of coffee,
which contains high levels of naturally occurring
polyphenol antioxidants.
All in all, Nestl is investing CHF 500 million in
coffee projects for the ten years (2011-20).
This includes CHF 350 million for the NESCAF
Plan and builds on the CHF 200 million investment
in coffee projects over the past ten years.
Around 4,600 cups of NESCAF are consumed
every second.

SWOT Analysis

Strengths
Strong brand name as it is associated
with Nestle
Innovation
Ability to penetrate tea loving market
Products diversified into many flavors
Promotion

Weakness
People avoid caffeine if they are
health conscious
Nescafe is known to be the choice of
common man and those pose
attractive to the sophisticated palate
Usage rate low in tea loving country
like India.

Opportunity
Reduce their price according to the
places they are selling their products
Expand their business into the rural
areas
Increase and improvise the
distribution channels in Rural areas
Highlight health benefits of Coffee as
a part of Marketing campaigns to
gain more trust and loyalty in the
brand

Threats
Brus marketing and expansion strategies pose
a threat to the market holding of Nescafe in
India
Competitors may reach the rural Indian market
which is still untapped before Nescafe does.
Competition from beyond hot drinks the
expansion and diversification of soft drinks,
which are effectively targeting trends towards
health and convenience, pose a notable threat
to Nestl's hot drinks products.
Many people avoid coffee due to their health reasons

Market Details

Consumer Market Details

NESCAF is available around the
world in different blends and
flavours, which are adapted to local
taste.
NESCAF comes in different sizes
and at different price points
From our affordable priced products
to premium products such as
NESCAF Gold or NESCAF Dolce
Gusto

Consumer Market Details

Nescafs market consists of
basically coffee drinkers, especially
people who are in the need of instant
and qualified coffee that stimulates
body within a day.
Due to its convenience, it is a quick
solution for people who want to enjoy
it at home, work or school
accordingly.
It targets each of them in different

Segmentation (pan
India)
Geographic
Nescafe has divided the country into four segments
Southern, Northern, Eastern and Western
The Southern Segment consumes the most amount of
Coffee and prefers hard and roasted coffee.
In Northern region, Nescafe instant coffee is
consumed in higher quantities.

Demographic
Nescafe has tried to segment every age group, families,
region, gender and different socio-economic.

Several Potential
Target
Segments

Segment-1
Geographic
Density: Urban

Demographic
Occupation: Students
Age: 15-23 years

Psychographic
Lifestyle: Busy
Personality: Ambitious, outgoing
Occasion: Seasonal (at exam times)
Benefits: Convenience
User Status: Potential user, regular user, first-time user
User rate: Light user
Loyalty Status: Medium

Segment-2
Geographic
Density: Urban

Demographic
Occupation: Professionals
Age: 23-31 years

Psychographic
Lifestyle: Western
Personality: Inspired, outgoing
Occasion: In the mornings
Benefits: Quality
User Status: Regular user
User rate: Medium user
Loyalty Status: None, medium, strong

Segment-3
Geographic
Density: Urban

Demographic
Occupation: Managers
Age: 46-60 years

Psychographic
Lifestyle: Hard-worker
Personality: Ambitious
Occasion: Regular
Benefits: Speed
User Status: Regular user
User Rate: Heavy user
Attitude toward product: Indifferent

Target Market
When these segments are examined,
it is seen that the second oneis the
best potential target market.
Whose focus is on urban young
professional cosmopolitans with
contemporary lifestyles.
Taste, aroma of the coffee and quality is
the important element for them.
Nescaf emphasizes on keeping them
active throughout the day.

Target
NESCAF is available around the
world in different blends and
flavours, which are adapted to local
taste.
NESCAF comes in different sizes
and at different price points
From our affordably priced products
to premium products such as
NESCAF Gold or NESCAF Dolce
Gusto

Nescafe Overall Postioning

Nescafes positioning is 1 coffee cup, 1 good feeling
The TVCs and all Promotional Messages focus on passing
love between two person.
Sharing a cup of coffee is shown as a symbol of sharing
happiness.

The Red Nescafe

mug is another
popular symbol
which associates
the Brand Nescafe
with the concept
sharing
happiness.

Nescafe Classic is
positioned as 100%
Pure Instant Coffee

Nescafe Cappuccino is
being positioned as A true
Caf

Share your goodness

A film conceptualized by
McCann Erickson
Creative
team:
Prasoon
Joshi, Pradyumna Chauhan,
Rohit Devgun
Media
agency:
ZenithOptimedia India
In this campaign, Nestl will
motivate people to look into
their own experiences, share
their goodness, recognize the
goodness of others, engage
with each other, and create
conversations that bring alive
the values and emotions that
spread warmth.

Share your goodness

The Nescafe
Moments

The Nescafe Moments

Get stories from users
on social forums to talk
about their coffee
memories - how they won
their first coffee date or
how they cracked an
interview over a coffee
conversation or how they
bonded with their better
half over a good cup of
morning coffee or how they
bonded with their best

The Nescafe Moments

Nescafe
Basement

To promote young musical talent.

Central theme of My Nescafe
Moments and Nescafe
Basement.
Auditions would take place in
major metros (Delhi, Mumbai,
Bangalore, Chennai, Kolkata)
where we would pick 20 young and
talented students having passion
for music.
Auditions form would have a My
Musical Nescafe Moment section
keeping in mind our central theme.
Top 20 people selected would be
mentored by Shankar-Ehsaan-Loy,
keeping in mind their association
with them.
They plan to launch this show on

Know your neighbors

Know your neighbors- Launched in Jan
2011
Agency: Mc Cann Erickson
Part-1
Featuring: Deepika Padukone and Purab Kohli
Tagline: Bring out the best in you

Part-2
Featuring: Deepika Padukone , Karan Johar and
Purab Kohli
Tagline: One Nescafe Many coffee

Know your neighbors

Know your neighbors

Part-1
TG: Coffee drinking youth
Positioning: liven up every moment in life;
positions coffee as a conversation starter
Competitor: Bru and other beverage brands

Part-2
TG: Coffee drinking youth/caf goers
Positioning: One can do wonders with
coffee and prepare caf like coffee at home
Competitors: Cafes/coffee lounges

My First Cup

My First cup
Featuring: Deepika Padukone , Karan Johar ,
Vir Das and Purab Kohli
Product: Nescafe My First Cup
Tagline: Its time you started
TG: Non Coffee drinkers/ occasional drinkers
Positioning:Urging consumers to try coffee
by positioning it as the preferred drink of
urban India
Competitor: primarily tea drinkers/ beverage
consumers.

Communication

 Slogan:
100% Pure
Remove any shadow of doubt fromthe minds of
the consumer when they go to purchase coffee
from a local Kirana store.

Positioning:
Morning drink for the spirited soul
The ad very clearly depicts the usage and the
time of usage for the product
One very noticeable thing about the ad is that
most of the jingle in the background is in
English, thus ruling out the rural sector
consumers totally

 One of the very first commercials of Nescafe

classic in India
Throughout the advertisement it can be seen that
the characters in the ad are sipping coffee at the
start of a day or work (Targeting morning time)
Target People
Youngsters
Artists
A book store owner
A corporate rushing for a meeting

 Slogan:
Coffee at its best
This advertisement can also be seen as
persuasion to increase the usage of
the product

Positioning:
Beverage for any moment
Use Nescafe anytime in your daily
schedule

 A slight change in the positioning from the

previous advertisement.
Nescafe released three slightly different
advertisements following the same theme.
The ad shows a couple enjoying the moment in
the rain, a group of friends chatting while
enjoying coffee.
Target People
A Couple
Friends
(Urban Youth)

 Slogan:
Behtereen Coffee, Behtereen Daam
Which means excellent coffee at
excellent price
This slogan is in Hindi compared to the
previous ads

Positioning:
This objective of this advertisement was
to generate awareness about a 1
rupee sachet of Nescafe being
available.

 Increase usage of theproduct amongst the

current users
Convert non users to users
Convert the competitors consumers to
your own consumer.
Target People
Mainly SEC B consumers orthe lower half of the
pyramid
Also, people who occasionally drink coffee, and are
reluctant to purchase the bigger pack.

 Slogan:
Switch on the best in you
Daring one to take on challenges and
discover ones new self

Positioning:
The advertisement positioned the
product as the drink that gives
strength for anychallenge
The coffee that instills confidence in you.

 After six advertisements they finally

signed a celebrity to endorse their brand.
Deepika Padukone and Purab Kohli
The advertisement was released in three
parts each stage in continuation to keep
upthe curiosity quotient of the consumer.
The product is shown as being an icebreaker ora conversation-starter for
the two characters.

Social Media
Objective
The main objective of the campaign is TO IMPROVE
THE ONLINE PRESENCE OF THE NESCAFE.

Facebook
Facebook page: 15,226,512 likes with
2,80,142 people talking about it
High engagement rate
Presence of a lot of fake fans
No emotional connection with the brand in terms
of engagement
Lack of content that holds Share value
Lack on campaigns infusing people to
participate
Spammy: Too many posts around like it , hit it ,
tag your friends

Pinterest
With more than 509 followers,Nescafe is
doing a average job on Pinterest
Filled with visually stimulating images, the
page is a treat for any coffee fan.
Item level Promotions
No emotional connection with the brand in
terms of engagement
Lack on campaigns infusing people to
participate

Twitter
Cant imagine a brand not utilizing the the
power of twitter. More so when they have a
good following of 27,100.
It seems their goal is to copy-paste certain
tweets between 9 AM to 2 PM and nothing
else.
There are no conversations.
Apart from regret tweets addressing
complaints from contest winners who have
not received their prizes even after 45
days!
And there are so many coffee lovers but

YouTube
Some of their latest videos have got some
good number of views
High engagement rate
Emotional connection with the brand in terms
of engagement
Frequent Postings of videos
Use of contents that holds Share value
HD videos
Videos of 1-2 min time duration

Frequent posting of videos