REPORT ON AD MAKING OF NESCAFE

MKT337
Section: 11
Spring’17

Instructor:
Emran Mohammad (EMD)
Lecturer
Department of Marketing and International Business

Submitted by:
Name ID
Adibuzzaman Chowdhury 1611088630
Syeda Bushra Jahin 1611323630
Sanjana Chowdhury 1530345030
Monirul Islam Shajib 1521068633
Farhia Tabassum 1511455030

Date of Submission: April 18, 2017

 Acknowledgement

First and foremost we would like to earnestly thank our MKT337 faculty Mr. Mohammad
Emran (EMD) for giving us the opportunity for working on such an interesting project and his
relentless support. We would also like to specially thank Syed Towhid Bashar, Abrar Mahmood
and Mehnaz Ahmed Khan for their help with the execution of the project.

Last but definitely not the least, heartfelt gratitude towards the students of mkt337 of section
11, our friend and family members for all the support.

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 Executive Summary

Nescafé without a doubt is a brand with great customer loyalty. But, with all the new products
being released in the market every day, it is necessary to remind the consumers about the
product. This is what the campaign is for. This campaign is using the tagline “It all starts with
Nescafé” and its target group is the young consumers of coffee. For executing the campaign
we had surveyed 62 people where most of them were loyal customers of Nescafé. The
advertisement shows friendship and how a cup of Nescafé makes it easier to start a friendship.
The message of the campaign has been structured to retain the target group. The advertisement
is of marketing objective and uses emotional appeal and the similarity of the source to grab the
attention of the viewer. We have selected our promotion media as per our target market and we
have been able to make the campaign cost-effective and do it within the budget. The campaign
has a contest called #ShareYourStory which is supposed to support the cause. To sum up, we
expect our campaign to be successful.

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 Table of Content

S/L Topic Page

Number
1 Introduction 4

2 Message Structure 5

3 Ad Appeal 6

4 Ad Execution 6

5 Campaign 7

6 Communication Objective 7

7 Reason of Selecting the Target Market 8

8 Positioning of the Ad 8

9 Media Decision Making 9

10 Budgeting 10

11 Conclusion 11

12 References 12

13 Appendix 13

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 Introduction

Nescafé is an internationally renowned coffee product from the company Nestle. The coffee
brand that we know today is a result of the Wall Street crash that occurred back in the late
1920’s. In 1929, Nestle took the initiative to manage and preserve the surplus of Brazilian
coffee beans. In 1938, Max Morgenthaler and his team discovered the perfect formula of instant
coffee. That is how the Nescafé we know today, was born. The company started manufacturing
Nescafé as powdered instant coffee in the late 1930’s. The coffee was presumed to be a great
hit but the success was halted by the Second World War. But, after the war, the product
obtained the popularity it deserved. Nestle had started off with selling Nescafé in the Europe,
starting from Switzerland, then they expanded to Berlin and UK and gradually extended to the
North America, and now they are selling their product worldwide. The product line has over
50 products which are sold in more than 191 countries. The company has done an amazing job
in branding their product. They do not only sell Nescafé but they also have created a strong
bond with their consumers. It is not only about Nestle’s product but also the product’s
availability that matters in such customer loyalty. When asked why they prefer Nescafé, many
have answered that they liked the taste, which, interestingly, through a survey of a huge number
of people, have answered because of its availability. In 1994, Nestle added Bangladesh to the
list of countries they serve in. Since then it has stayed on the top of the list of preferred coffee
brands. On a small online survey we did, we found that about 68% of the people surveyed, had
a brand preference when it came to coffee and 74.2% of these people surveyed were loyal
customers of Nescafé. Nescafé is found almost anywhere and everywhere, and that has played
a great role in the brand becoming such a success.

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 Message Structure

This advertisement of Nescafé is for the younger audience and is expected to convey the
message that “It all starts with Nescafé”. The channels to be used for the ad are: particular TV
channels watched by the youth, YouTube, Facebook, and radio. The sources used in the
advertisement are two regular university going people so that the audience can relate to the ad.
Thus, the source is going to attract the target group through similarity between the source and
target group. The message of the advertisement is explicit as we are clearly showing that a
friendship has started with the help of a cup of Nescafé. The TG is expected to know what
Nescafé is, as it is a widely known brand. Also as per our survey, everyone knew about Nescafé.
The advertisement has the marketing objective of connecting with the target market rather than
encouraging the selling of the product. The advertisement is very direct and plain in showing
how Nescafé helps build friendships. The ad introduces the product at the end of the ad and so
has the recency effect in the viewers’ mind. Instead of the featured of the coffee, the ad
emphasizes more on the message the tagline want to convey to the target audience through
their tagline. It is assumed that the viewers will be able to relate to the advertisement and feel
emotionally connected to the ad.

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 Ad Appeal

We applied the Emotional Appeal for our Nescafé advertisement. Emotional Appeal is used to
create a more responsive and influential ad. It allows the audience to feel like they can relate
to the situation and thereby form a personal bond with Nescafé. The ad gives off a feel-good
vibe that allows the audience to experience a positive emotion towards our product. We used
upbeat music and kept it short and bright to further influence the audience’s happy emotions.
Our ad also focuses on the audience’s social needs, where a friendship is formed at the end,
thus creating a more relatable and favorable situation for them.

Ad Execution

The Ad Execution we used for our ad, was The Slice of Life. The Slice of Life execution
allowed us to implement the emotional appeal by giving our audience a relatable scenario. The
lack of energy in classrooms is a thing that most people can relate to. We use two characters to
show that through the use of Nescafé they were able to connect and form a friendship, which
is in line with the tagline “It all starts with a Nescafé”. We were able to portray Nescafé’s
attributes by placing it in the situation not only as an ice-breaker but to snap out of your sluggish
and tired state. This execution style also makes our audience associate Nescafé with a positive
image of bonding and being a drink for the youth.

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 Campaign

To make our campaign viral amongst the youth we will hold a contest called #ShareYourStory,
where people can use various ways like posts or videos or slideshows or any other innovative
manner to share the story of how their relationship with their favorite person started or a
favorite moment in their relationship. The person can be their best friend, their crush, or even
someone who inspired them. They will be asked to tag 5 more people to share their stories with
the same hashtag. It will go on as a string of posts which will make the campaign viral amongst
the youth. The incentive will be that the top stories will be featured on the Nescafé Facebook
page and on the website.

Communication Objectives

 Creating awareness of The Brand to New Coffee Drinkers: One of the main
objectives is to create awareness among those who have entered into the world of coffee
recently or want to enter. Our advertisement will make them aware of the brand and
he/she will try to taste the coffee. If he/she likes the taste and quality then surely they
will become regular customers of Nescafé.
 Create and Strengthen Bond: The objective is to basically make the target market
feel more connected and feel like a part of Nescafé "family". We want the ad to be
relatable and bring about happy emotions. This will allow them to associate Nescafé
with friendship, their life, positive emotions and etc. Thus creating a stronger bond
between Nescafé and its consumers.
 A reminder of the Brand to Regular Customers: Another objective is to make people
remind that Nescafé is still there and better than ever before. The quality is at its best
and price is affordable, making the regular customer to continue with Nescafé and not
switching to other brands as the survey says 83.9% people want to try new coffee brand
but Nescafé won’t let that happen. Our ad will make them stick with Nescafé.

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 Reason For Selecting The Target Market

Our primary target market is the coffee consumers, particularly those who are searching for a
fast answer to quality Coffee. Individuals who want swift and hassle free coffee in the comfort
of their homes. That is exactly what NESCAFÉ offers; the delight of quality coffee in a jiffy.

We have done a survey before setting the primary target market. We surveyed people aging
from 18 to 30. Through the survey, we discover that the most astounding coffee consumer age
from 18-21(50%) to 22-25(43.5%) where Male demography stands for 51.6% and Female for
48.4%. The majority of them are students (85.5%) and a small number are job holders (9.7%).

In the wake of the survey findings, we decided that our main target group consists of students

Positioning of The Ad

For positioning of the advertisement, we are taking the current initiative. The TVC and each
and every Promotional Message focus more on just the creation of relationships. We're letting
the audience decide how they perceive this relationship, whether in a romantic or just friendly
way. A drink that gives you energy, positive vibe and helps you to makes bonds. Sharing some
Coffee is showed up as a picture of sharing happiness. Nescafé and its Classic gives the best
taste and quality, that makes you both unwind, glad and unsleepy." The Red Nescafé Cup is
another outstanding picture which relates the Brand Nescafé with the thought offering joy and
it’s all start with Nescafé. Nescafé Classic is arranged as "100% Pure Instant Coffee"

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 Media Decision Making

As our budget is very low which is only 15 lakhs, it is so difficult to continue the campaign
for too long. We want to reach more people with less frequency. To satisfy our purpose
following medias can help us to make our campaign successful within that short budget.

 Digital Marketing: Digital Marketing is one of the most important tools to make an
IMC campaign successful. Nescafé will run viral videos on Facebook and Youtube
because these two mediums have the higher reach to get potential buyers. These sites
can also make young adults attract easily which is our main target people. On the other
hand, digital marketing is cheaper than other medias but our target people are more
exposed to these Internet-based medias. Customers can give their feedback easily
through the Internet. Besides the #ShareYourStory contest on Facebook will create a
huge buzz.

 TV Advertisement: The TVC will be telecasted twice a day in selected tv channels for
two weeks. Repeated exposure is not needed besides it is impossible to show this TVC
more times and for a longer period as our budget is not supporting us in this matter. So,
we will try to telecast our ad on the pick hours (8-10 pm) and that will give us more
reach towards our targeted people.

 Radio Advertisement: For Radio advertisement, all we can do is to get an RJ to

endorse Nescafé. This will be cheap and also effective, as the target people love to listen
to radios on daily basis.

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 Budgeting

Media Play times Grand

Medium Duration Rate Total
Vehicle in 14 days Total

Channel 9 60 sec 25,000 28 700,000

TV
Channels Gaan
60 sec 20,000 28 560,000
Bangla TV

YouTube $0.1*80Tk*12000 120,000

Internet
Facebook 4 weeks 10,000 10,000

RJ Radio
15 sec 1,150 84 96,600 1,486,600
Endorsement Foorti
*All amounts in Tk

Our TVCs will be shown on Channel 9 as IPL is going on at the moment and our target market
is the youth who are frequent viewers of that channel. Gaan Bangla is also a channel that is
highly frequented as it plays hip music at all times which is loved by the youth. We will play
the ad twice at peak times from 8 pm to 10 pm. For both the channels we will be showing the
ad for 2 weeks.

For online advertisement, we will use Facebook and YouTube portals. Publishing ads will be
cheap here because in Bangladesh they have contracts where for 4 weeks of advertisements
they will only charge 10,000TK. YouTube is a little expensive and the formula is also different,
here they use a click-per-view formula where each CPV costs $0.1. We are expecting around
12000 clicks.

We will also have RJ endorsement, an ad for that we have chosen only Radio Foorti as it is the
most frequented Radio Channel. The target audience of radio is similar to that of Nescafé’s
target market.

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 Conclusion

Nescafé is a coffee brand with the largest brand loyalty in Bangladesh. For some coffee is
equivalent to Nescafé and nothing else. With such reputation, any company might think that
promoting the product is unnecessary. On the contrary to the previous statement, it is very
important to promote any and every product for its target group regardless of their current
position in the market. This is necessary because there are thousands of products being
introduced around the world every single day. It is quite tough to keep all the customers and
bring in new ones when there is a clutter of similar products on the store’s shelf. Just so that
the product is in the back of the customer’s mind it is important to promote the product every
now and then, maybe the frequency of it shall be low but the target audience need to have in
mind that Nescafé is always there with them, and that “It all starts with Nescafé”

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 References

 Ad Rate of Electronic Media. 2017. 16 April 2017. <http://allmedialink.com/ad-rate-

electronic-media/>.
 Facebook Marketing. 2017. 16 April 2017. <http://www.itsolutionbd.net/facebook-
marketing/>.
 Nescafe History. 2017. 16 April 2017. <https://www.nescafe.com/coffee-
culture/nescafe-history>.

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Appendix

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