Instant coffee market is only Rs. 300 crores Penetration: Coffee – 15%; Tea –

96%

Branded Coffee sector – Rs. 2000 crore.

Instant Coffee sector, - Rs. 300 crore

90% of coffee consumption is by three states of Southern India.

Market Share in terms of volumeNescafe – 51.9% to 47.9%Bru – 47.9% to 51.1%

INDIANCOFFEEMARKET

EXPORT MARKET

MAIN STREAMCOFFEE

DIFFERENTIATED

COFFEE

DOMESTIC MARKET

HOMECONSUMPTION

FILTERCOFFEE

INSTANTCOFFEE

OUT OF HOMECONSUMPTION

COFFEE BARS/CAFES

RESTAURANTS, TEA STALLS, CANTEENS

ETC.

Role and success factors of coffee:- Image change towards a youthful and trendy beverage- Growth of coffee category in visibility, interest and popularity- India’s development as an emerging country with higher incomes- Increased urbanization

In domestic consumption, 80% of coffee is consumed at home, out of which 35% is filter coffee and 65% is instant coffee.

Nescafe has been a very salient brand but limited by the small category size Owned by Swiss food processing unit Nestle Nescafe as a brand was launched in the

1930s Came into India in 1963 Revenue:

Nestle India revenue in 2012 : 8.3

Billion

Nescafe : 13% contribution Nescafe faulted on its India strategy with

the country contributing 1.5% to global

sales specially during times when coffee

consumption is on the rise in India

Current tagline: “Switch on your mornings”“Switch on the best in you”TVC: Morning band TVC with Deepika , purab

and Shankar Ehsaan Loy reinventing the paparappa pa ra ra jingle

Presenting sponsor for Koffee with Karan

Google+: Valentine’s day campaign with Deepika on Google Hangout asking her questions about her previous dates , coffee dates and coffee specific questions

Events: On going event sponsorships at college fests running campaigns around jingle creation

. 

History that worked well for them: 1999: Taste that gets you started

As the company experts quote -

“We basically focused on driving the mass market (in India), and we really ignored a

little bit the emerging affluent segment” Distressed distributors, low returns on investment and no visibility on new launches Lack of innovation as Nestle’s biggest problem

Past campaigns: Know your neighbour Using Karan Johar,Deepika Padukone, Vir Das

and Purab Kohli

Effective insight: Fresh and well ideated campaign with well liked

advertisements Led to volume jump though coupled with price

increase Downside: Failed to stay in the mind of the

consumers at the point of purchase

Positioning : Something Special in our everyday moments

Past Campaigns

High engagement on Social Media

Facebook page: 1,52,26,512 likes with 2,80,142 people talking about it

“So irresistible “ “Switch on your mornings campaign”

High engagement rate Presence of a lot of fake fans No emotional connect 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” Contest : They asked users to share

the link of their jingle and tag friends with luck deciding the winner.

Contests on Social Media to engage with users

Current Content

Our target : • Targetting Influencers• Targetting people already talking about our product ,

related emotions

Bru a strong competitor Even though Nescafe was the first one to enter the instant coffee market and had been a market leader

for decades, HUL’s Bru has grown onto become its single biggest competitor in the recent past. Tata Coffee, though a very late entrant in this market, is also making strides.

Analysis of Nescafe’s biggest competitor – BRU Seen as strong alternative to filter coffee Adapted well to consumer lifestyles Created lifestyle associations by linking brand, category and consumer habits Strong presence in Southern India, where consumption of coffee is higher Coffee powder available in a lot of variants and price is marginally cheaper than Nescafe Influential television campaigns with Shahid Kapoor and Priyanka Chopra in the past. Current brand ambassadors are Imran Khan and Anushka Sharma. Bru has recently opened Bru World Café’s in Mumbai as an entry into coffee retailing.

Brand Challenges Losing brand loyalty to Bru Gaining new potential customers Recall value Volume Growth Market share despite premium pricing in

their segment Reviving the long lost glory of the Brand

Target Market Our TG comprises of teenagers and college goers (16-24

years), who have newly acquired the taste of coffee and consume around 2 glasses of cold coffee each day.

Adults i.e. Our already existing customers, the aim is to promote brand loyalty amongst them.

The avid coffee drinkers or coffee lovers. The office goers or the corporates who have less time in hand

and work under stressful environments . MBA students or the late nighters who stay up at odd hours in

the night People who do not wish indulge in the time consuming process

of making coffee and rely on easy options such as an instant mix.

Attract new instant coffee consumers

The Nescafe Moments

Big Campaign Idea#NescafeMoments

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 friends over long gossip sessions with coffee.

Big Campaign Idea#NescafeMoments

“Aditi was stuck on “we are just good friends”. School never gave us an opportunity to have a conversation in isolation . One day she missed her bus and we went to nearby Nescafe store to share a cup of coffee and that was the beginning of a trail of conversations . Its been decade that we’ve been together but the memory of 9th September still remains intact”

Big Campaign Idea#NescafeMoments

“I was preparing for CAT with three of my friends and we used to spend nights solving mocks.We used to get up in the morning and rush to our IT hub for our daily jobs. The Nescafe dispenser at work was the only thing that kept the same moments of randomness alive each morning.”

Nationwide EventNescafe 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.

We plan to launch this show on Channel V to go with the youth-oriented image of the show.

Also, we plan potential tie-ups with a radio station to promote the budding artists and the show.

Social Media – Leverage #Nescafemoments

Reward: Nescafe wants to make a day special for

the best entries that we receive from “My Nescafe moments”

The idea is to bring back the nostalgia in the form of something tangible for someone you love.

All of the entries received will later be compiled in the form of a coffee table book under the tag My Nescafe Memories that would be sent across to the winners and chosen contributors from the Brand’s end

Facebook:The stories collected from our influencers will be used to invite entries across social forums.5 of the best entries of every day would make it as pictures with the content on it for the next day.

Twitter: The twitter campaign will be similar to the Facebook one centered around #nescafemoments .

Instagram: In the age of #instamoments we would invite entries about #nescafememories via hashtags on Instagram , the best selected pictures out of the hashtags will later find space in that week’s Nescafe Basement . The show would have a marquee of these pictures during the first and the last 10 minutes.

AppendixCreative Brief

Why are we advertising?We are advertising to create recall value for our brand while making the purchase. The purpose is for the consumer to remember the emotion attached with our communication while buying coffee powder or taking a cup of coffee at home, work or elsewhere. Currently the brand is suffering volume growth against its competitor Bru and with Tata coffee entering the league; their challenge is expected to increase. Our goal is to increase our Engagement and Brand Interaction Sales

Who are we talking to (and what do we know about them)?

We are talking to young coffee drinkers (teenagers and young adults) because this is more of a habitual thing and our brand objective is to capture their taste buds at the earliest to ensure brand loyalty. Also we are talking to young people working in corporates who go for regular coffee breaks. This segment is the right TG for instant coffee as they are packed with time and look for easy solutions in the morning.

Traits visible that match our brand personality: Conversational in nature Look for variations in taste / products and advertising Cold coffee drinkers Get habitual of coffee over a period of time and look for cool hangout zones to share that cup of

coffee Look for easy solutions A major chunk of our TG is shifting the trend towards working at night

 

What do we want them to think or do?

Our purpose is create that nostalgia in the mind of the viewers and contributors to build on the campaign “My Nescafe Moments”.

Main message is for a kirana store; Nescafe store; a Nescafe vending machine or us to sustain this emotion in the mind of the viewers when they go and make a purchase at a departmental store. The happiness associated with a coffee moment; the love or bond that we share with a friend, a lover or a family member remains to be our focus.  

The implicit purpose is for them to share their moment via Social Media Platforms and increase engagement

What should the advertising say?

The advertising needs to put forth the concept of the “My Nescafe Moments” campaign. It should focus on happy, emotional moments linked with a cup of coffee that people have experienced in real time. This linkage and the nostalgia associated with it should help people in experiencing positive emotions when they have a Nescafe cup of coffee.

Why should anyone believe it?

The concept of this campaign is based on real life people sharing real life moments. People can connect in a much more effective manner when they see people from similar walks of life talking about their happy moments. The connect with these advertisements would be more than a celebrity endorsement as it would be more relatable.

What is the desired tone and manner of the advertising?

The desired tone and manner of the advertising will focus on appealing to the positive emotions of the target audience.

and conversations about the brand.

AppendixCreative Brief