Nescafe Blend 43 - Advertising, Media & Creative Brief

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  • 1. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanAdvertising Brief: Nescafe Blend 43BackgroundNescafe Blend 43 is a supermarket brand of coffee, designed to appeal to the non-sophisticated,value conscious palate, who seek consistency of taste, consuming the product ‘in-home’.Owned by Swiss food processing company Nestle (the world’s largest buyer of coffee, approximately780,000 tonnes annually – 10% of global supply), Nescafe soluble coffee was created in the 1930sfollowing several years of research and development, at the request of the Brazilian government, inresponse to the volatile impact of coffee exports due to the Depression, the need to develop animproved method to process, package and distribute coffee in the US, based on Nestlé’s researchand expertise at developing powdered food products.At the time instant coffee was not a new idea, having been invented by a chemist in Japan in 1901.Despite various attempts, the original processing technique resulted in an instant coffee productthat was not popular with consumers – utilising a process whereby batches of high-strengthconcentrated coffee was brewed and boiled dry in stainless steel vats, with the residue remaining atthe end of the process marketed as instant coffee. However, the heat involved in the boiling processdestroyed the aromatic and flavourful properties, and when reconstituted was pungent and bitter.Nestle developed a new process for dehydrating the concentrated coffee which vastly improved thequality. It entailed spraying a fine mist of the solution into a heated tower where the dropletsturned to powder almost instantly. They then added carbohydrates in the form of dextrose, dextrinand maltose which helped preserve the flavour.Nestle struggled to come up with a name for this new product which would inspire the public to buyit, and decided to combine the word Nestle with the Italian word for coffee (cafe), in the hope thatthe Italian reference would create an aura of romance and capture the imagination.Nescafe was introduced to Australia in 1947, and was marketed as the “3-Second-Coffee”, and by1952 accounted for 17% of Australia’s total coffee consumption.Continuing to build on its strong relationships with global coffee producers, in August 2010 Nestleannounced the signing of “THE NESCAFE PLAN”, whereby it will invest half a billion dollars inimplemented sustainable farming techniques, sourcing and consumption in collaboration with theRainforest Alliance and Sustainable Agriculture Network, reducing the environmental impact ofcoffee production and contributing to its long term sustainability.Australians consume a total of 47,500 tonnes of coffee per year, with the instant coffee marketworth $460m annually (compared to the $99.5m pure coffee market). The raw coffee used ininstant coffee processing is now grown mainly in Vietnam, Papua New Guinea and Brazil. Instantcoffee accounts for 82% of the volume of coffee the average Australian consumes annually andNestle brands account for 74% of the market.Nescafe Blend 43 is just one of over a dozen soluble Nescafe coffee varieties available for ‘in-home’consumption from the supermarket in Australia, with a purported 4,600 cups of Nescafe coffeeconsumed per second globally. Nestle has 26 Nescafe factories around the world including one atGympie in Queensland. In 2009, the Gympie factory commissioned a new boiler that uses 100% ofthe discarded coffee grounds produced by the factory as a clean, renewable fuel source. There areno chemicals used in the processing of soluble coffee. The beans are simply roasted and dried.JADDAN BRUHN Page 1
  • 2. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanNescafe is ranked number 27 on Interbrands 2010 Best Global Brands, continuing a gradual slidedown the list, and reflecting the growth in chain store coffee brands like Starbucks and the impactthey have had on consumer purchase and consumption behaviour. While Nestle has responded tothat category of the market with its Nespresso brand, there is the perception that Nestle’s strongfocus on Nespresso has detracted from its core Nescafe brand and Nescafe family of varieties.On the supermarket shelf, Nescafe is facing fierce competition from the popularity and uptake ofsupermarket house brands, able to compete on price, quality and distribution. According toNielsen’s annual report on Australia’s Top Brands, Nescafe Blend 43 was ranked number 12 in the2002/03 reporting year. In the 2009/10 reporting year Nescafe Blend 43 was ranked number 27,continuing a steady decline down the rankings during the in-between years (though in a newcategory of reporting charting “Umbrella Brands” Nescafe ranked number 6, encompassing thepopularity of the number of different instant coffee varieties sold under the brand).Nestle currently believes that Nescafe Blend 43 is uniquely placed to capitalise on renewedconsumer interest in heritage brands, with consumers in a post GFC world scaling back consumption,monitoring their discretionary expenditure closely, being more cost and value conscious, increasingpropensity to entertain and to consume ‘in-home’, and whom are attracted to the comfort andcertainty of traditional household brands. And at only 2 calories per cup of Nescafe Blend 43(without anything else added), it’s a guilt-free pleasure.Marketing ObjectivesGrow instant coffee market by 3%.Increase market share by 5%.Advertising ObjectivesIncrease perception of Nescafe Blend 43 as best quality and best value instant coffee in targetaudience by 10%.Increase perception in target audience that Nescafe Blend 43 is a beverage that may be consumed atany time throughout the day by 15%.Target AudienceFemale grocery buyers, 25 – 40 married with children, employed and stay at home mothers ingreater suburban Sydney.Brand History & PositioningNescafe has products positioned to satisfy the full spectrum of soluble coffee tastes, from Nescafe“Green Blend” promoted for its high anti-oxidant levels, to Nescafe “Short Black”, sold in smaller jarsdue to its denser, richer flavour and use of “100% Arabica Coffee Beans”, most recently tied togetheras part of Nescafe’s “Get a Little Closer” campaign, encouraging consumers to slow down and sharecoffee with friends and family, get a little closer, listen & share.Nescafe Blend 43 is positioned as the standard quality, good value brand, for cost consciousconsumers that don’t have a specific taste for premium coffee blends.CompetitorsSupermarket House brands (You’ll Love Coles, Woolworth’s Select)Bushells Classic CoffeeMoccona Classic CoffeeCompetitor’s AdvertisingAll brands:JADDAN BRUHN Page 2
  • 3. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanSupermarket in-store advertising & cross promotion, online via social media & branded websites.Bushells: Sponsorship of “Driver Reviver” campaign with online, print & TVC.Moccona: online, print & TVCCurrent Media StrategyTVC, Print, Outdoor, Online & Social Media as part of Nescafe’s “Get a Little Closer” campaign,demonstrating one half of the equation required to “share”, encouraging the consumer to slowdown, and seek out the other half of the equation required to get a little closer to someone over acoffee. The ads remind the consumer of the isolation inherent in a busy lifestyle & encourage themto take a step back. The ads hit at moments when the sense of being alone may be more keenly felt,motivating the consumer to do something about it.Key Message / USPNescafe Blend 43 starts your day with less than 2 calories per cup.Tone / MannerConservative, bright, empowering, informative.MandatoriesNestle logo, Nescafe blend 43 logo, signature red mug, 250g Nescafe blend 43 jar, website and socialmedia (facebook, twitter & youtube) contact detail.Budget$4,000,000TimingJan – Mar 2011JADDAN BRUHN Page 3
  • 4. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanSWOT ANALYSIS – Nescafe Blend 43STRENGTHS• Strong & positive brand awareness• Competitively priced• Universal “staple” product• Consumers demonstrate loyalty to preferred coffee brandWEAKNESSES• Flavour only appreciated by consumers with unsophisticated palate• Consumers have found diffusion of Nescafe brand confusing• Confusing recent promotion focuses relative worth of product onmoments it facilitates rather than on quality of flavourOPPORTUNITIES• Economic environment seeing consumers return to trusted brands& brands they grew up with• High ongoing maintenance cost of home coffee machines seeingreturn in interest to instant coffee products• Known anti-oxidant properties of coffee contributing to the debateon relative health benefits between tea & coffee• Coffee has inherent emotional/social connotations to having abreak / sharing a momentTHREATS• Budget conscious consumers switch to supermarket house brands• Instant coffee perceived as boring• Ethical / Sustainable / Fair-trade expectations of consumers maydemand costly changes to production and processing techniques• Global production and processing supply chain makes the productsensitive to legislative, political and economic changes in a varietyof jurisdictions concurrently• Fluctuations to coffee process as a commodity can lead to highersupermarket shelf prices that may be difficult for consumers tocomprehendJADDAN BRUHN Page 4
  • 5. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanThe Media BriefNescafe Blend 43Media ObjectivesThe Media Plan is designed to reach the majority of the target audience with a frequency ofat least four times during the campaign period. Utilising the selected media the campaignflight pattern is continuous with bursts of activity at key points during the campaign;familiarising the target with the campaign message and inspiring a call to action as keyevents during the campaign promotion approach.Varying the media utilised and shaping the communication around the target’s media andlifestyle habits, acting on the target’s creative instincts and interest in finding out more,reducing wastage and acting to ensure the target is exposed to the campaign messagemany times over the campaign period is best achieved through the media selected, avoidingheavily pushing the campaign message in traditional media only, which may negativelyimpact the target’s perception of the advertisement’s focus.Geographic areas to be coveredThe draw area is metropolitan Sydney. Target audience lives and conducts their life in thegreater suburban area of Sydney, with a specific focus on the areas of more notablepopulation density, and areas where there is a greater propensity for households with two ormore children, i.e. Western Sydney.When do we talk to themAs a FMCG, this has a very short purchase cycle, and may be purchased as part of a weeklygrocery shop, provided it has made it onto “the list” prior to the weekly shop. The targetneeds to be reminded several times leading into a purchase to encourage brand shifting, toaide recall and help differentiate from competitor brands at the supermarket shelf.Creative requirementsThe product packaging and contents will need to be shown to visibly highlight the quality,taste and aroma qualities and drivers that encourage consumers to partake in a coffeeexperience. To invoke desire for the product and develop consumer interest, colour andmovement would be used.JADDAN BRUHN Page 5
  • 6. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanMedia Plan BudgetJanuary to March 2011Nescafe Blend 43JAN JAN JAN JAN FEB FEB FEB FEB MAR MAR MAR MAR MAR TOTAL2-8 9-15 16-22 23-29 30-5 6-12 13-19 20-26 27-5 6-12 13-19 20-26 27-31Radio2Day FM (mon-fri x 4breakfast)6,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.00 $78,000MagazineWomans Day - Full PageColour (NSW only) 307 x 230 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 $374,075Aust Womens Weekly - FullPage Colour (NSW only)285x230 24,495 24,495 24,495 $73,485Onlinedailytelegraph.com.auLeaderboard (728x90pixels) -weekly 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 $146,250Womans Day eDM (weeklynewsletter) 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 $26,000Sub Total $697,810cost pertarp TOTALTelevisionSydneyChannel 7 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 100.00 2,500.00 2,250,000.00Channel 9 75.00 75.00 75.00 75.00 75.00 75.00 75.00 75.00 2,000.00 1,200,000.00Sub Total$3,450,000.00FINAL TOTAL$4,147,810.00JADDAN BRUHN Page 6
  • 7. Food/Drink – Nescafe Blend 43 – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanThe Creative BriefClient: NescafeBrand: Nescafe Blend 43Date: 29/09/2010Account Director: Jaddan BruhnCreative Team: Jaddan BruhnRole for AdvertisingGrow overall instant coffee market by 3% and increase Nescafe Blend 43’s market share by 5%.Increase perception of Nescafe Blend 43 as best quality and best value instant coffee beverage in targetaudience by 10% whilst concurrently increasing the target audience’s perception that Nescafe Blend 43 is abeverage that may be consumed at any time throughout the day by 15%.Target AudienceDemographics – Females, 25-45, married with children, employed and stay at home mothers, residing ingreater suburban Sydney.Psychographics – Conventional Family Life, grocery buyers, managing competing constraints of balancingfamily budget, keeping up with mortgage payments, providing for needs of growing family, whilst making valueconscious choices to support family’s nutritional and lifestyle requirements. Weekend time is spententertaining at home, catching up with friends and family and on outdoor activities with the children.Behaviour and usage – Nescafe is synonymous with coffee, and Nescafe Blend 43 has a consistent taste thatcan be enjoyed by everyone throughout the day, from the morning wake-up coffee enjoyed before breakfast,to the after dinner coffee shared with visiting family and friends.Key consumer insight – I like the simple coffee taste of Nescafe Blend 43 & the easy 3 step process to prepare,it takes me 2 minutes to make a coffee.Key Thought or USP – Nescafe Blend 43 starts your day with less than 2 calories per cup.SupportNescafe invented the current popular process for instant coffee production. 4,600 cups of Nescafe areconsumed globally per second. Nescafe is the largest global purchaser of coffee.Tone and MannerConservative, bright, empowering, informative.Desired Mediums - TVC, Print (magazine), radio, online banner, electronic direct mail.Budget - $4,000,000Timing - Jan – Mar 2011MandatoriesNestle logo, Nescafe blend 43 logo, signature red mug, 250g Nescafe blend 43 jar, website and social media(facebook, twitter & youtube) contact detail.JADDAN BRUHN Page 7