Nestle ad campaign and brand equity

1. MUSTAHID ALI
MBA-3
ROLL NO: 1334

2. A brand is a mixture of attributes, tangible and intangible, symbolised in a
trademark, which, if managed properly, creates value and influence.
"Value" has different interpretations: from a marketing or consumer perspective it is
"the promise and delivery of an experience"; from a business perspective it is "the
security of future earnings"; from a legal perspective it is "a separable piece of
intellectual property." Brands offer customers a means to choose and enable
recognition within cluttered markets.
Brand Image The customer's net "out-take" from the brand. For users this is based on
practical experience of the product or service concerned (informed impressions) and
how well this meets expectations; for non-users it is based almost entirely upon
uninformed impressions, attitudes and beliefs.
Brand Identity The outward expression of the brand, including its name and visual
appearance. The brand's identity is its fundamental means of consumer recognition
and symbolizes the brand's differentiation from competitors.
Nestlé S.A. is a Swiss multinational food and beverage company headquartered
in Vevey, Switzerland. It is the largest food company in the world measured by
revenues.
Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. With eight factories and a
large number of co-packers, Nestlé India is a vibrant Company that provides
consumers in India with products of global standards and is committed to long-term
sustainable growth and shareholder satisfaction.
The Company insists on honesty, integrity and fairness in all aspects of its business and
expects the same in its relationships. This has earned it the trust and respect of every
strata of society that it comes in contact with and is acknowledged amongst India's
'Most Respected Companies' and amongst the 'Top Wealth Creators of India'.
Nestlé Limited (chocolates) is selected to study that how they have planned their
marketing strategy for Nestlé to maintain its brand equity throughout by its different
advertisements and product experience. Nestlé is a multinational food company and
offering Fast Moving Consumer Goods (FMCG). The motto of Nestlé is “Good Food,
Good Life”, so delivering the qualitative products to the customer is their main
objective.

3. So from the following advertisements which I conclude is that:
The customers of Nestle showed interest on products because of trust on Quality of
Nestlé, at the heart of which there are qualitative products and its long term
commitment to deliver better products to consumers.
Nestlé recognizes that its consumers have a sincere and legitimate interest in the
behavior, beliefs and actions of the Company behind brands in which they place their
trust, and that without its consumers the Company would not exist.
Nestle Advertising is intended to influence consumers’ affect and cognitions—their
evaluations, feelings, knowledge, meanings, beliefs, attitudes, and images
concerning products and brands, more over they mainly affect the consumer by
spreading & sharing love, taking a break for fun, avoiding the boring life and health
conscious so overall its all about the sentimentations and the emotions . In fact, their
advertising has been characterized as image management: creating and maintaining
images and meanings in consumers’ minds. Even though ads first influence affect
and cognition, the ultimate goal is to influence consumers’ purchase behavior.
From few decades through their different- different advertisement for different
products, they almost target all type of audience but their motto is same to deliver
the same message i.e to maintain their brand equity. And their motto was to
maintain an image of trust, love, fun, joy, good health and relaxation with quality.

4. Advertisement’s
1. Nestle Alpino shares a message
of love
Add Description: Nestle has introduced its premium brand of chocolates Alpino in
India. For the launch, JWT India has created two ad films that are currently on air.
One of the TVCs opens with a young couple in the bedroom looking at a photo album. The
man tells his wife how fantastic she looks in a particular picture. She asks him, “Really?” The
husband spontaneously blurts out, “Yesterday I was telling Nitin that it’s good that you don’t
resemble your parents.” As he says this, he realises it wasn’t the right thing to say and that
she is offended. The voice over says, “Yeh bhi koi share karne ki cheez hai? Share hi karna hai
to try the new Nestle Alpino” (Is this something to share? If at all you wish to share, try the
new Nestle Alpino). The husband offers her an Alpino she enjoys, with the words on the
wrapper saying, “You’re my dream that came true”. A voice over and super get the message
‘To love is to share’ across.

5. Another TVC opens showing a slightly older couple in the living room. The lady asks
her husband if he has told her father about his promotion. He is surprised. She explains
that it would help his image since her father had considered him to be a loser. The
voice over takes over along the lines of the other film, and the text on the wrapper she
offers the hurt husband says, “You’re sweeter than any chocolate.”
Effect of the Add:
“The fundamental task was to launch Alpino with a communication platform that was
unique to the product. We figured that 'Sharing' in a product like this was intrinsic and
hence ownable as an idea. However one had to be careful about sharing not becoming
a preachy or a mushy cliché while talking to couples (across age groups) and that it
gets introduced in a fresh way. So, we kept the films light-hearted yet real, on the
everyday wisdom of sharing and how Alpino is 'the best thing to share'. It helped us
make communication that's sticky for couples of all ages and get an engaging creative
platform for the brand.”
The brand is looking to encourage consumers to ‘share’ the message on social media.
The TVCs were promoted on Facebook’s logout page and will also be played in
cinemas.
2. NESTLE MUNCH ,VIRAT KHOLI
SOUTH INDIAN AD:
Add Description:
Nestle Munch has rolled out another ad film featuring cricketer Virat Kohli. An
extension of the campaign rolled out earlier this year, this film too has Kohli playing a
South Indian character (introduced in the earlier film as Balakrishnan Vaali).

6. Only this time, there's two of him amplifying the 'crunch'.
The TVC shows Kohli playing himself in an elevator with a middle-aged man (his
manager). Kohli is about to take a bite of his Nestle Munch, when the sound of a
‘crunch’ stuns them. They turn towards the source of the sound and find Kohli’s South
Indian lookalike munching on Munch. The surprised man points out the similarity to
Kohli - not the similarity in looks, but the fact that they are both having a Munch. He
says, "Aap dono toh same to same…Munch kha rahe ho sir". The film ends with a voice
over and a super introducing Munch, saying: 'You can't miss the new Munch - it's the
crunchiest ever'.
Effect of the Add:
"The product still remains the focus of the message, being the subject of the
'interaction'. The love for the crunchiest ever Munch leads to another exciting
moment. And that is exactly the point nestle want to make.

7. 3. Nestle Kitkat Share Your
Goodness Campaign
Add Description:
A family adopted a girl. They already have a son but after adoption, son is not able to
adjust with that girl. But one day, they play together and eat some chocolate together.
Effect of the Add:
This campaign will straddle media vehicles ‘in a sustained manner and will encourage
people to share their goodness with others and recognise the goodness that they see’,
informed a Nestle statement, ShareYourGoodness .
Nestle successfully created and targeted children’s in this campaign. They point out
towards children’s who have no parents and also some cute things in children’s
childhood. In their strategy, they want to create emotional attachment with their
product i.e. kitkat and they successfully created it.

8. 4. NESTLE KITKAT- KITTU KITSU
Add Description:
In this add the Janise people send each other “Good Luck” messages through kit Kat
mail, which is sending a Kit Kat chocolate with best wishes during exam.
Effect of the Add:
Student are the main target in this add. Here ‘kittu katsu’ means ‘surely win’. So kitkat
position itself in such way that people send each other a best wishes messages through
kit Kat mail. Thus they find new segment in the market and still don’t have any
competitors.
Touch point: story line, people receiving kittu katsu messages.
5. DANCING BABIES
Add Description:
A doctor takes a little break and have its kitkat. While he is eating it, babies in care
center suddenly starts dancing on song. He is quiet surprise with it and continue to
look it.

9. Effect of the Add:
The other part of the baby concert is the dancing, which is simple yet kind of unique.
Why babies? It came from the insight that watching babies play will put a smile on
anyone’s face. If you watch them doing something you haven’t seen before, that smile
will be multiplied.”
Break offers an opportunity which otherwise you will miss as you are too much busy.
An opportunity to see, here, feel, meet new people come’s in break . The idea of not
missing out on break has a strong response with youth and this campaign carries the
conversation farther in the way that is surprising and extremely engaging.
Touch point: Dancing Kids
6. NESTLE KITKAT CRAIN ADD
Add Description:
A Crain worker after his work have a kit Kat and with the help of his partners he created
a funny moment is shown in this add.

10. Effect of the Add :
In January 2011, kit Kat created a campaign in UK called “Have a break, Have a kit Kat”
Reminding the customer to make their break an active and funny one. The emphasis
is on the fun that can be made during the work and how to create playful things around
them during work

11. Touch point: Crain, And the its playful use.
7. KitKat LOVE BIRDS ADD
Add description:
students are studying in class whole day. Suddenly a boy eats a kit Kat and saw that
some birds came there dancing and singing. He tries to show it to his friend but she
could not pay attention to his words finely at the end of the add, those birds went and
the girl got a feather of one of the bird.
Effect of the Add:
The add mainly focus on the student studying whole day. So they successfully made a
campaign where they not only focus on such students but tells them to have little
break so that they can also enjoy their work.
Touch point: Birds

12. 8. KITKAT ADD HIPPO BEAT
BOXING
Add Description:
In this add, a worker is cleaning a zoo. He gets tiered and take little break and have its
kit Kat. So when he was eating that kit Kat, the hippo present there starts beating and
the boy enjoys it.
Effect of the add:
in this add, nestle specifically want to tell that every one must enjoy their break,
wether it’s a worker or a rich person. Taking break gives us joy and happiness.
Touch point: Hippo

13. 9. Kitkat makers Nestle hide
tracking devices in chocolate
bars
Add description:
A man purchase a kitkat chocolate from a store. He opens it and it send’s a signal to a
satellite as it contains GPS. A well trained team comes to that person through
helicopter with 10000 euro and give it to him.
Company claims that he will give 6 such winners a cash price of 10000 euros within
24hours.
To promote the campaign, Nestle has put up around 3,000 posters and produced a TV
advert.
The commercial says they will 'scramble a crack team of highly trained individuals' to
locate the owner of the lucky chocolate. 'They will board a helicopter, find the special
bar and give the owner £10,000,' it adds. According to Ad Week, Nestle believes the
promotion 'will particularly appeal to men'.

14. The GPS chips will be embedded in the wrappers of KitKat 4 Finger, KitKat Chunky,
Aero Peppermint Medium and Yorkie Milk chocolate bars.
Effect of the add:
Everyone in the world loves chocolate, specially nestle. In this campaign they targeted
especially younger generation and try to encourage them to buy nestle chocolates.
This is not the first time such a competition has been tried. Unilever tried a similar
competition with detergent boxes in Brazil. But I can say they successfully made it and
has good effect to increase in sales of their chocolates.
10. KitKat Chunky Add
Add Description:
In this add a boy and a girl are sitting on a bench. The boy tells how kitkat chunky is
made by beautiful girls and the girl tells that how it is made by strong hardworking
boys.
Effect of the add:
In this add they successfully targeted youth and tells how beautifully the kit kat is being
made.
Touch point: Boys and girls making kit Kat

15. 11. KitKat HAVE A SIT CAMPEIGN
Add Description:
in this add, they show the people sitting on sit for nearly 14ths. The nestle people come
at the end of the add and gives them a nexus 7 tablet.
Effect of The Add:
On Wednesday September 11th
, kitKat started a campaign of ‘Have a sit’ in order to
promote a new partnership between Google and Kitkat and Launch of google mobile
operating system “Android kit Kat”. On 14th
September, they want some people to sit
on the sit for nearly 14hrs to win nexus 7 tablet. And thus they successfully not only
organize campaign but also created awareness among peoples.
Touch point: People sitting nearly 14 hours, and the happiness of getting tablet and
its celebration.
12. Kit Kat India café add
Add description:
A boy and a girl are sitting on a coffee shop looking towards each other. Suddenly a
boy coms and proposes girl and the girl says yes to him. The 1st
boy went to him

16. congrats him and tells everyone about him. When Everyone are busy to whish him, he
goes to girl kiss her chicks and went.
Effect of the Add:
This add specially target the youth where in busy life, it tells how to create moments
and enjoy life.
Touch points: style of the 1st
boy, and cute girl.

17. 13. KitKat CRICKET COMMENTRY
ADD
Add Description:
In this add, the commentator is commenting on some match. While commenting, he
takes out his kit Kat and while eating it how he does his commentary is shown.
Effect of the Add:
India is a country with millions of people who loves cricket. So in this add, nestle
targeted cricket audience and successfully reach to them through such great
commentary.
14. Kitkat India Samaj Sevak
Add Description:
in this add, a boy called him self as samaj sevak was busy full day with girls and making
fun with them so after doing all those things, he gets tiered and says kit Kat break to
banta hai..

18. Effect of the add:
Again in this add, nestle specially targeted the youth segment. The boys in new
generation are very busy and also making fun with girls whole day so for them they
specially made this add.
Touch point: the story of add and the boy.
15.NESTLE KITKAT INDIA SQUIRREL
Add Description:
Two friends are sitting under a tree and working on their laptops. One of them took its
kit Kat out and starts eating. He saw two squirrels, and one was upset. So other one
tries to convince her with the song “Kate nahi katate din ye rat keheni thi jo tum se ye
dil ki bat…”.

19. Effect of the add:
Beautiful things always happens in the break. So its always necessary to take a break.
So nestle successfully recognize it and attach it with human emotion called love. In this
add they specifically targeted the youth segment.
Touch point: the squirrels, and the song.
16.KitKat Bharatnatyam Add
Add Description:
In this add, a bharatnatyam dancer while dancing sees a person who don’t know who
to eat kit Kat. So while dancing, she tells him how to eat it.

20. Effect of the Add:
India is a very large country with millions of people. And people are creasy about their
traditional dance and culture. So in this add they specifically targeted such people and
the bharatnatyam dancer was amazing in this add
Touch point: bharatnatyam dancer, way to open kit Kat.

21. 17.Nestle Kitkat Share Your
Goodness Campaign
Add Description:
It tell about Mumbai Dabewalas. There are nearly 5000 dabewala’s in Mumbai,
delivering food every day. Those daba’s not only contain food but also love, a kind of
trust. On of the dabewala says that one day when he reach a home, there was a fight
between a husband and a wife. Husband leaves for office and after some time wife
gave a daba to a dabewala so that he can gave it to her husband. When her husband
opens his daba, he find a letter saying sorry to him and at end “I love you”. After
finishing his daba, he gave it back to dabewala with a note saying” I am sorry and I love
you too” with 2 movie tickets. Thus dabewala’s always give love with their dabas.

22. Effect of the add:
In life money is not everything but we need love, care. And in this campaign Nestle
successfully pick that point and creates a very good campaign. They give all 5000
dabewala’s a goodness gift pack from nestle and successfully penetrate in peoples
heart that “there is someone who always loves you and cares for you.” And our
dabewala’s are doing those things silently since years.
18.Kit Kat CHOOSE A CHUNKY
CHAMPION ADD
Add Description:
In this add kit Kat comes with some super hero’s which are fighting for the first position
claiming that they are the best. Each superhero represents the separate kit Kat Brand.

23. Effect of the add:
children’s are simply creasy for superhero’s. so nestle identified it and made a
campaign to support their kit Kat super hero on facebook. They not only do advertise
of their chocolate but also use social media to spread awareness about it.
Touch point: superhero’s.
19.NESTLE CHOCOLATES ADD
Add Description:
The add features the hit song “Love Of My Life” by Queen, sung by a boy. Shows a
family moving with boxes being transported and truck loaded with furniture’s and
objects. A boy upset, watches the movement and by the atmosphere we can see that
he is in love with the girl who is leaving. So for her he keeps a chocolate in her box.

24. Effect of an Add:
Chocolate, which creates a sweetness in any relation is perfectly shown in this add. In
this add, they mainly targeted teen agers and gives them message that we can bring
sweetness in any relation specially to express our love.
Touch point: The song, The boy and The Girl.
20.Kit Kat India More Chocolaty
Break Banta Hai
Add description:
some tourist went to Rajasthan. On of the tourist girl gets tiered and sits to some place
and have its kit Kat. Other tourist guy watch to her and suddenly a fountain behind her
starts flooding with chocolate. The boy also have its kit Kat and gun behind him starts
firing.

25. Effect of the Add:
The advertisement here targeted the tourist where they went for different places.
They want to convey that people should always have their kit Kat to enjoy such
moments
Touch point: beautiful palace, fountain and the gun