About the Company is a brand of instant coffee made by Nestlé. It comes in the form of many different products. Nestlé's flagship powdered coffee product was introduced in Switzerland on April 1, 1938 after being developed for seven or eight years by Max Morgenthaler.
Nescafé
Brazilian coffee meets Swiss science. That’s how NESCAFÉ was born. It all started in 1930, when the Brazilian government asked the NESTLÉ company to create “coffee cubes”. The Brazilians’ goal was to use their large coffee surplu s.
Eight years of research resulted in a coffee that could be made by simply adding water but which retained the coffee's natural flavors. Soluble coffee was introduced to the world on April 1, 1938. The new product was named NESCAFÉ – a combination of NESTLÉ and café. During World War II, it became the staple beverage of the US armed forces and, from then on, its popularity really took off. NESCAFÉ has become the favorite coffee of many generations all over the world. NESCAFÉ is a brand that is known and trusted around the world. The name is a combination of the first three letters of NESTLÉ, our parent company, and café, which is Portuguese for coffee. (Why Portuguese? Because it was the Brazilian government which first asked NESTLÉ to develop soluble coffee.) Luckily, its three simple syllables have proven successful in every language.
In Hebrew, the word NES´ means MIRACLE & CAFÉ means COFFEE. So, together it’s a miracle with coffee. Nescafe has come to symbolize coffee in India. It has a wide range of products in India- original, mocha, gold, premium, 3 in 1 coffee mixes, rich light breakfast. Currently it is the leading coffee brand in India followed by Bru. Nescafe is marketed in India by Nestle India ltd. NESCAFE has targeted almost whole of Indian all age segments. Majority of Nescafe products are sold in urban areas. The main targets are the youth and the middle aged Indians. It has following products:
CLASSIC SUNRISE Premium SUNRISE Special CAPPUCCINO 3in1
Marketing Strategy urrently, the escafe’s market share stands at 48%, second to that of HUL’s BRU which stands at 51.5%. However traditionally, Nescafe has been the market leader in Indian markets.
Promotional Mix
You will most probably recognize our logotype: NESCAFÉ in capitals with a line going from the top of the N to the accent on the E. Another well-known brand element is the mug, with its energetic red color. Yet none of these branding elements would be so successful if the quality of our product didn’t contribute to create extraordinary moments and inspire the simple joys of life. Most commercials scenes show someone holding the red mug with the Nescafe logo wr itten in the vertical position. Sm as ha bl e El em en ts : The Red Mug with Nescafe written on it The red color of the mug emphasize the energy of the drink, since coffee is a stimulating drink and red is perfect to describe this state of mind.
“offee at its best” - tagline.
The Red mug represents vibrancy and bliss. “ho shuru har din aise ” Taste that gets you started out, taste that gets you going. Nescafe promotes drinking of coffee to start a new day “Nothing wakes you up as Nescafe does signify it as a refreshing drink. Nescafe is packaged in various forms to cater to the needs of various segments of the society viz. Nescafe single serve sachets Paper packs tin cans Glass jar Plastic jar Stick Pack Recently launched NESCAFE 3 in 1Instant Coffee is a perfect mix of coffee, cream and sugar. The main mode of promotion is advertisement with popular catchy songs. Deepika Padukone(Actor) has been contracted to endorse Nescafe range of products. Free Nescafe coffee mugs and merchandise are given away at select stores. Nescafe has been doing 360 degree promotional activities like CRM (Customer Relationship Mgmt), pop (Point of Purchase), vending machine network. Large number of banners are already circulated in India. Nestle India has made Bollywood actoress Deepika Padukone as the brand ambassador for coffee brand Nescafe. This would be the first such celebrity association for Nescafe i n its existence in India. The new strategy will serve two purposes: first to get coffee sales back on track and secondly to increase its market share in the market. “It is not about the market share but we have to grow the pie, so we have to invest in the category just like we are doing in other categories,” said Antonio Helio Waszyk, MD of Nestle India.
But for Nestle, coffee is also one of its only high margin segment in its current portfolio. With a new brand ambassador and aggressive marketing campaigns, profitability in the short term could get impacted.
Meanwhile, Nestle India is adding on star power to its current Nescafe ad campaigns which features cine star Deepika Padukone. With the tagline 'Switch on the best in you' Nescafe's new commercial now features Karan Johar, Purab Kohli and Deepika Padukone.
a new campaign for its highly successful coffee brand, Nescafe. Armed with a new brand ambassador on board with charismatic Deepika Padukone, the brand managers at Nescafe went to town with their creative cells, and came up with a refre shingly fresh concept, with Purab Kohli playing a role as well. They started with a basic teaser, and fo llowed it up with the complete ad. Watch the ads on the afaqs links below: Teaser 1 ; Complete Version 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.
The teaser helps build up a suitable buzz, especially given the celebrity quotient of the ad. And the finale is pretty well done. The above concept extended the association between Nescafe coffee and happiness. But, it was the next ad in the campaign which was the re al masterpiece. Bringing in Karan Johar, the brand has at tacked its fast emerging competitor : the Cafes. Watch the campaign here: Nescafe takes on Cafes The CCDs and Costa Coffees of the world have brought in a lot o f new and exotic variants of coffee preparation in India, and were threatening the concept of drinking simple milk/black coffee at home (the threat at the moment is minor, but has been tackled head on e arly in its trajectory). With this campaign, the brand managers have tried to make the customers understand that the exotic names in the Cafe menus are not a rocket science of preparation. For instance, it shows that Latte is your general coffee preparation at home, Mocha is merely adding some chocolate powder to it and so on. The campaign encourages customer to try these on their ow n at homes. The tagline : One Nescafe, Many Coffees tops it up nicely I believe that the attempt is a great one, and leverages Nescafe as a brand to reckon with, bot h when competing with players like Bru as well as o nes like CCD. (Read my review of current campaign of Bru here ). The take on Cafes shows that the vision does not suffer from the conventional Marketing Myopia. Over at Nestle, they realize astutely who all are and can be competitors, and the threats are tackled in time.
