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Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
Improving Brand Values: Nesquik
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Improving Brand Values: Nesquik

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    • 1. NESTLÉ• Mission: At Nestlé, we believe that research can help us make betterfood so that people live a better life.• Good Food is the primary source of Good Health throughout life. We strive to bring consumers foods that are safe, of high quality and provide optimal nutrition to meet physiological needs. In addition to Nutrition, Health and Wellness, Nestlé products bring consumers the vital ingredients of taste and pleasure.• As consumers continue to make choices regarding foods and beverages they consume, Nestlé helps provide selections for all individual taste and lifestyle preferences.• Research is a key part of our heritage at Nestlé and an essential element of our future. We know there is still much to discover about health, wellness and the role of food in our lives, and we continue to search for answers to bring consumers Good Food for Good Life.
    • 2. NESQUIK• Promise: To provide happy families with a healthy and delicious morning fix that will hopefully jumpstart the kid’s days whether in school or in the playground.• Values: Family, taste, health (vitamins, calcium), well-being, happiness, pleasure, personal development, responsibility, accountability• Target: School children (middle to high class families who find breakfast as something that must not be missed, but prefer it to be fun in a not-so-boring way) Nature of competition: Hot drinks, juices, milk, coffee, tea (Cadbury, Van Houten, Poulain, Ovomaltine)• Associations to the brand: Delicious, funny, cool, for kids, healthy, breakfast, bunny, chocolate, strawberry USP: It’s healthy and fun at the same time. Quiky the bunny makes it look more fun and easier for the kids to interact with the brand.
    • 3. NESQUIK• Points of parity: • Efforts in making the brand healthy • There are a lot of chocolate milk drink in the market • They all promote the importance of having breakfast• Personality of the brand: • Quiky, happy, fun • Yellow suggests warmth and energy. • Quiky makes it look friendly and fun. • The color combinations and the taste make it really attractive to the children.• Reason why: • Nestle is a trusted brand. • Health and nutrition (see nutrition facts) • Nesquik has the know-how in the chocolate drinks sector.• End benefits: Energy to start your day
    • 4. NESQUIK CEREALBrand Extension Analysis
    • 5. NESQUIK CEREAL• Original category: • New category: Cereals Chocolate Drink • Characteristics• Characteristics: • Chocolate • Chocolate • Brown • Brown • Milk chocolate • Milk chocolate • Breakfast • Breakfast • Solid • Energy booster • Takes time • Fun • Energy booster • Liquid • Fun • Initially powder • Needs milk
    • 6. NESQUIK CEREAL• Positioning: Nesquik cereal is the only cereal with the irresistible taste of Nesquik chocolate in every bite.• Reason why: Nestle’s research and development team makes sure that its brands, Nesquik included, are made with the consumers’ well being in mind. Made with the goodness of whole grain, and the benefit of eight essential minerals, iron and calcium.• Target: School children
    • 7. NESQUIK CEREAL• Fit between the parent brand and the extension? • Yes, both seem to be physically and conceptually fit. Both present themselves as chocolate-based energy boosters.• Physical similarity between extension and parent brand products? • Same colors, same Quiky the bunny, same fonts, same box-like packaging.• Similarity between extension concept and parent brand concept? • Yes, same energy-booster concept. Both are breakfast products.• Typicality of the extension? • Typicality of parent brand into the product category: 6 • Typicality of the product in the parent brand: 6
    • 8. NESQUIK CEREAL• Core Values: • Chocolate, fun, breakfast/snack, energy, healthy, children, Quiky, family• Peripheral Values • Cereal, milk, bunny toys, freebies (straws, etc)• Risks: • Crowded market. Too much competition. • Inconsistency in taste. It can pull down the original brand.• Opportunities: • Health trends. • Increasing trend in quick breakfast consumption. • Limited time for breakfast. • Consumer trust in Nestle.
    • 9. NESQUIK CEREAL• How can it reinforce Nesquik’s image? • If you like one, you’ll like the other. • It completes the whole meal. • Complementary to the parent brand. • Reinforces the idea of health and fun.• How does it dilute Nesquik’s image? • If it doesn’t taste good, it pulls down the mother brand. Inconsistency. • If the launching is a failure, it will affect Nesquik and also Nestle’s credibility.
    • 10. NESQUIK CHOCOLATESPREADNew Brand Extension
    • 11. NESQUIK CHOCOLATE SPREAD• Original category: • New category: Spread Chocolate Drink • Characteristics• Characteristics: • Chocolate • Chocolate • Brown • Brown • Milk chocolate • Milk chocolate • Breakfast • Breakfast • Fair trade ingredients • Energy booster • Energy booster • Fun • Fun • Liquid • Creamy • Initially powder • With bread
    • 12. NESQUIK CHOCOLATE SPREAD• Positioning: Nesquik chocolate spread is the only spread with the irresistible taste of Nesquik chocolate in every serving.• Reason why: Nestle’s research and development team makes sure that its brands, Nesquik included, are made with the consumers’ well being in mind. Made with the goodness of whole grain, and the benefit of eight essential minerals, iron and calcium.• Target: School children
    • 13. NESQUIK CHOCOLATE SPREAD• Fit between the parent brand and the extension? • Yes, both seem to be conceptually fit. As for the physical aspect, the form of the packaging will have to be different. Both present themselves as chocolate-based energy boosters.• Physical similarity between extension and parent brand products? • Same colors, same Quiky the bunny, same fonts.• Similarity between extension concept and parent brand concept? • Yes, same energy-booster concept. Both are breakfast products.• Typicality of the extension? • Typicality of parent brand into the product category: 4 • Typicality of the product in the parent brand: 5
    • 14. NESQUIK CHOCOLATE SPREAD• Core Values: • Chocolate, fun, breakfast/snack, energy, healthy, children, Quiky, family• Peripheral Values • Spread, bread, bunny• Risks: • Strong competition (Nutella). • Inconsistency in taste. It can pull down the original brand.• Opportunities: • Health trends. • Increasing trend in quick breakfast consumption. • Limited time for breakfast. • Consumer trust in Nestle.
    • 15. NESQUIK CHOCOLATE SPREAD• How can it reinforce Nesquik’s image? • If you like one, you’ll like the other. • Reinforces the idea of health and fun.• How does it dilute Nesquik’s image? • If it doesn’t taste good, it pulls down the mother brand. Inconsistency. • If the launching is a failure, it will affect Nesquik and also Nestle’s credibility.
    • 16. ALSA’S NESQUIK-FLAVOREDCHOCOLATE CAKECo-branding
    • 17. ALSA: Overview• Top of mind brand for ready-to-make cakes and baking ingredients in France.• Simple and fast do-it-yourself baking.• Promotes family bonding through baking.• Examples: • Baking powder, cakes, cookies, brownies
    • 18. NESQUIK (Invited) + ALSA (Host)• Original category: • Partner category: Chocolate Drink Ready-made Cakes• Characteristics: • Characteristics • Chocolate • Chocolate • Brown • Brown • Milk chocolate • Easy-to-make • Breakfast • Fair trade ingredients • Energy booster • Energy booster • Fun • Fun • Liquid • Snack • Initially powder • Family-oriented
    • 19. NESQUIK READY-MADE CHOCOLATE CAKE• Positioning: Alsa’s Nesquik-flavored ready-to-make chocolate cake is the only cake with the irresistible taste of Nesquik chocolate in every bite.• Reason why: Alsa has the know-how in ready-to-make cakes. Nestle’s research and development team makes sure that its brands are made with the consumers’ well being in mind. Made with the goodness of whole grain, and the benefit of eight essential minerals, iron and calcium.• Target: Families, school children
    • 20. NESQUIK CHOCOLATE CAKE• Fit between the two brands? • Yes, both seem to be conceptually fit. As for the physical aspect, the form of the packaging will have to be different, but Quiky can still be on it. Both present themselves as chocolate-based energy boosters.• Physical similarity between the two brands? • Not much. The color (chocolate brown) will have to be similar.• Similarity between two brands’ concept? • Yes, same energy-booster concept. Both are easy-to-make and fun to do.• Typicality of the co-branding? • Typicality of the host brand in category: 6 • Typicality of the invited brand in category: 2
    • 21. NESQUIK CHOCOLATE CAKE• Core Values: • Chocolate, fun, snack, children, easy-to-make, family• Peripheral Values • Alsa, cake, ready-to-cook, ready-made, healthy, Quiky• Risks: • Indifference of the consumers. • Not usual for Nestle to be involved in ready-to-make cakes. • Inconsistency in taste. It can pull down both of the brands.• Opportunities: • Alsa’s expertise (more than 100 years). • Consumer trust in Nestle and Alsa. • Increase in do-it-yourself food preparation.
    • 22. NESQUIK CHOCOLATE CAKE• How can it reinforce Nesquik’s image? • If you like one, you’ll like the other. • Reinforces the idea of health and fun. • Promotes family values.• How does it dilute Nesquik’s image? • If it doesn’t taste good, it pulls down both of the brands. • If the launching is a failure, it will affect Nesquik’s, Alsa’s and also Nestle’s credibility.
    • 23. THANK YOU!

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