Omair Ahmed

Brand Audit Class Exercise Date : 26 4 - 2012

Pre Midterm Presentations

Ufone A+ Nescafe A + Fair & Lovely A Tapal Tea A + Head & Shoulders A +

Consumer Profile
Nescafe Brand More Urban Brand Changing Demographic Conditions Population Shift from rural to urban People usually aged between 16 28 Often consumed in offices SEC A & SEC B

Psychographics
Personality, values, attitudes, interests, or lifestyles AIO ( Activities , Interests and Opinion ) A brand of individuals who are Social Animals Out goers Often used in families occasionally Office and University Life style Potential of penetration in families Tea is more perceived as a hot brand

Psychographics
Values Sincerity Loyalty Authenticity Ownership

Brand Identity
Brand Mantra Refreshing and Energizing ( Consumer Desire ) Satiety , Sincerity , Quality & Loyalty (Brand Deliverables ) Iconic Symbolism , Imagery and Classic ( Differentiating from Competitors )

Brand Elements
Brand Name Nescafe - Classical brand name Easily recognized , Corporate Trade Marks Symbols & Logos Characters No specific character associated but can be endorsed by a young personal identity or family identity if they desired to penetrate in family consumption Aesthetically Pleasing Likability Transferability With in cross product and geographic boundaries Adaptability Flexible

Brand Elements - Continued

Slogans Persuasive Product sense ( jagaey taazgi ka ehsaas ) Jingles ( Maaza aisa ke Utho josh se , maza aisa k Nescafe ) Packaging Brown color associated with coffee brown colors

Brand Positioning
High Quality Premium Product Potential market of tea consumers and penetration in family consumption Perceived as a young brand Light and Simple

Brand Values
Satisfaction Loyalty Satiety True value of its price Authenticity and Credibility

Competitor Analysis
Features Brut , Substitutes like coffee available at restaurants and franchises like McDonalds and Starbucks Benefits Other available options More accessibility Value Comparable Quality

Competitor Analysis
Differentiation Nescafe has more goodwill perception More customized options from competitors for customers Location More geographical access to customers Price Varied pricing options available while Nescafe although perceived as premium but still considered reasonable as compared to Starbucks and McDonalds

Portfolio Analysis
Variants Nescafe Coffee Nescafe Classic Nescafe 3 in 1 SKUS Sachets Economy Packs & Jars Extensions No Brand extensions

Strategies and Planning

Product Must be projected and positioned as a quality and premium product Brand Value Proposition Refreshing and Energizing CBBE Model

CBBE MODEL

Loyalty Attachment Engagement Warmth Excitement Liveliness Social Approval Heritage Youth Asam Ul Haq Coffee

High Quality Reliable Unique Effective Convenient Strong Good Value

Distribution
Extensive as well as exclusive distribution strategy Pricing Promotion and Economic Communication More BTL activities required