Nescafe is the world's leading coffee brand owned by Nestle. It entered the Indian market in 1963 promoting instant coffee that can be prepared in just 5 seconds, changing Indians' perceptions that coffee takes long to make. Nescafe targets working adults primarily and students and senior citizens secondarily. It uses various positioning strategies based on application, differentiation, and emotional branding to build brand loyalty through consistent quality and image over time. Nescafe's brand management focuses on maintaining its image of being cool and trendy while emphasizing the simplicity and happiness its coffee brings customers.
Nescafe is the world's leading coffee brand owned by Nestle. It entered the Indian market in 1963 promoting instant coffee that can be prepared in just 5 seconds, changing Indians' perceptions that coffee takes long to make. Nescafe targets working adults primarily and students and senior citizens secondarily. It uses various positioning strategies based on application, differentiation, and emotional branding to build brand loyalty through consistent quality and image over time. Nescafe's brand management focuses on maintaining its image of being cool and trendy while emphasizing the simplicity and happiness its coffee brings customers.
Nescafe is the world's leading coffee brand owned by Nestle. It entered the Indian market in 1963 promoting instant coffee that can be prepared in just 5 seconds, changing Indians' perceptions that coffee takes long to make. Nescafe targets working adults primarily and students and senior citizens secondarily. It uses various positioning strategies based on application, differentiation, and emotional branding to build brand loyalty through consistent quality and image over time. Nescafe's brand management focuses on maintaining its image of being cool and trendy while emphasizing the simplicity and happiness its coffee brings customers.
of nescafe Business Profile Nestle is world largest food manufacturer with around 480 factories in 87 countries and a portfolio that range from baby food to pet care, from chocolate to mineral water.
With more than 3,000 cups consumed every second. Nescafe is by far the world's leading coffee brand
The coffee with life in it. Made in just 5 seconds. Thats how Nescafe announced its entry into India, in 1963. Before the ad campaign hit bill-boards across the country, Indian coffee lovers were stuck with the idea that coffee is something that takes minute attention to prepare and cannot be instant.
Nescafe Semiotics Triangle Nescafe Instant coffee
Nescafe Red Mug
Person enjoying coffee
Object Product Sign Image Interpret meaning Geographically NESCAFE has divided the country mainly into four i.e. southern, northern, eastern and western. Of the four southern region is the area where coffee is consumed the most .In this part hard (roasted) coffee is consumed in a huge amount. In the northern parts NESCAFE instant coffee is consumed a lot. Demographically NESCAFE has tried to reach or cover the every age group , families , working people , male /female ,educated or illiterate ,and of different socio-economic classes .
Segmentation Targeting Target Audiences: 1. Working Adults (Primary) 2. Students-University, Academy, High School (Secondary) 3. Senior Citizens (Third party)
Point of purchase Nescafe products are mainly sold in the following points. Nescafe Classic being the most commonly used Nescafe coffee line extension. Kirana Store : The most common and the most widespread form of sales point in India. Modern Retail: Present mostly in cities are increasingly becoming the most important points of purchase. Visibility: Whether the product is at eye-level or not impacts the number of SKUs sold. Accessibility: Where the SKU stack is located in comparison to the entrance of the mall matters as most of the SKUs sold today are impulsive purchases, so if the SKU stack is located near the entrance and is visible, it will impact the sales'. Vending Machines: Nescafe has its own vending machines installed at various locations namely College canteens, Offices, restaurants etc. This is a very efficient form of OOH marketing too. Positioning strategies Positioning strategy based on Use or Application Lets understand this with the help of an example like Nescafe Coffee for many years positioned it self as a winter product and advertised mainly in winter but the introduction of cold coffee has developed a positioning strategy for the summer months also.
Business Mantra
More on Positioning Strategies used.... Uses product differentiation and image differentiation to gain competitive advantages to build a position Emphasizes on product, quality level and satisfaction of customers Value Proposition
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Selling its products at same market price but offers better quality and higher satisfaction levels Positioning Statement To people who are inspired and outgoing, cool and trendy In the need of starting each morning with an enjoyable taste and original smell of coffee Nescaf and its Classic gives the best taste and quality Brand Positioning Nescafe --- the taste that gets you going Nescafe Classic 100% pure instant coffee Nescafe Cappucino A true cafe Brand Management The intangible added value that a brand provides to a company beyond its physical net assets
Nescafe has a high image of Television Commercials
Nescafe wants to maintain its image of cool and trendy
1 coffee cup 1 good feeling with Nescafe- Emotional branding
"Nescafe mug" red cup was popular- USP
The two ads are well crafted, and project a sense of simplicity, of happiness being present in the simplest things in life. It introduces a new tagline Bring out the best in you. It also reemphasizes the TG of the brand, which is the youth
Commercials focus on Sharing Happiness Year Theme 2005 Wake up the spirit with Nescafe Red Cup 2006 Your day doesnt really start until you have your Nescafe Red Cup 2007 Your cup your way, Your day your way 2008 Better coffee with better morning 2009 Coffee at its best 2010 Switch on the best in you Steps of gaining brand loyalty 1. Nestl + caf = NESCAFE Easy to pronounce Brand consistency High reputation of the Nestle 2. Creation of Brand awareness Media mix TVC, radio, magazine, cinema, packaging, event sponsorship, sales promotion 3. Creation of Trust Consistent image Consistent quality of product Brand loyalty