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Nescafe ad
Nescafe is an instant coffee brand owned by Nestle. It was created in 1938 in Brazil as a soluble coffee product that could be easily reconstituted with hot water. Nescafe entered the Indian market in the 1960s and offers a range of premium and non-premium instant coffee products. It is the market leader with a 49.2% share. Nescafe advertises on TV, print media, and social media using slogans like "morning drink for the spirited soul" and campaigns featuring celebrities to promote a sense of well-being and social connection over a cup of Nescafe coffee.
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Nescafe ad
- 1. NESCAFE PRESENTED BY: HEMANT-01 MATRU PRASAD-158 ARJUNHARIPAL -43 MAYANK VERMA -39 VIKAS TOMER-54
- 2. Index About NESCAFE History Beginning NESCAFÉ – India Premium product Non- premium product Nescafe Logo and Its importance Brand Perception Advertisements-TVC Advertisements- Social media 8/25/2015Nescafe Advertisement 2
- 3. ABOUT NESCAFE Product- Instant coffee Owner - Nestle Founder - Henri Nestle Country - Switzerland , April 1 1938 Headquarter - Gurgaon (India) Market - Worldwide Market share - 49.2% 8/25/2015Nescafe Advertisement 3
- 4. History It startedin a small town in Switzerland, where a pharmacist named Henri Nestlé was searching for a healthy, economical alternative for mothers who could not feed their infants. In 1866, his solution was ready. He called it Farine Lactee Henri Nestlé, and it soon became popular in much of Europe. It was the birth of one of the world’s favorite food brands. In 1930,the Brazilian government asked the NESTLÉ company to create “coffee cubes”. Eight years of research resulted in a coffee that could be made by simply adding water but which retained the coffee's natural flavors. The new product was named NESCAFÉ – a combination of NESTLÉ and café. ‘Nes’ means Miracle ‘café’–coffee; miracle with coffee. 8/25/2015Nescafe Advertisement 4
- 5. Beginning In India 8/25/2015NescafeAdvertisement 5
- 6. NESCAFÉ - India NESCAFÉ Classic – a 100% natural coffee NESCAFÉ Cappuccino- a range of delicious foaming mixes available in 3 delightful flavors Cappuccino, Vanilla Latte and Choco Mocha. NESCAFÉ Sunrise Premium-Handpicked Arabica and Robusta beans that are expertly roasted and granulated to give you richer aroma and a captivating coffee experience. (Coffee: Chicory = 70:30) NESCAFÉ Sunrise-A special blend of select Robusta coffee beans are specially roasted to give you great, stimulating coffee taste and aroma. (Coffee: Chicory = 60:40) NESTEA ICED TEA - A special blend of natural tea and natural fruit flavor enriched with the goodness of Vitamin C. Available in Lemon and Peach flavors. 8/25/2015Nescafe Advertisement 6
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- 10. Brand Perception Nescafélogotype was always the same since its origin. The logotype borrowed the same Nestlé format, and the word Nescafé is a combination of the first three letters of Nestlé and “café”, which is “coffee” in Portuguese. The semantics of the brand name basically describe the product, and also the phonetics are smooth for most languages. Basically the logotype improvements followed the same improvements made on the Nestle logotype. The symbol added to convey the brand meaning was the red mug. Most commercials scenes show someone holding the red mug with the Nescafé logotype written in the vertical position. Probably the red color of the mug was chosen to emphasize the energy of the drink, since coffee is a stimulating drink and red is perfect to describe this state of mind. Therefore, the semiotics triangle would display on the sign side, the red mug, on the object side, the granulated instant coffee, or the product itself, and on the interpretant side, the wellness state of a good cup of coffee. 8/25/2015Nescafe Advertisement 10
- 11. Advertisements NESCAFE CLASSIC Channelsused: TVC, Print Media Other advertising channels: Product placement in movies, soaps etc. TVC 1: One of the very first commercials of Nescafe classic in India. The TVC hits on every front very clearly regarding the target statement. Throughout the advertisement it can be seen that the characters in the ad are sipping coffee at the start of a day or work, which caters to the most common usage space of coffee in India ,at the morning.” Morning drink for the spirited soul” 8/25/2015Nescafe Advertisement 11 Pa Pa Ra Pa Pa Ra Ra
- 12. TVC 2: Aslight change in the positioning from the previous advertisement. Nescafe released three slightly different advertisements following the same theme. The advertisement shows a couple enjoying the moment in the rain, a group of friends chatting while enjoying coffee. The target segment remains the same, “Urban youth”. The characters portrayed in the advertisement. A couple, and a group of friends both of them falling under the youth segment. 8/25/2015Nescafe Advertisement 12
- 13. TVC-3: This advertisementis a continuation of the TVC-2 described in this report, as it follows the same background score throughout. Message: If the market is stagnant there are three ways in which you can increase your sales. Increase usage of the product amongst the current users Convert non users to users Convert the competitor’s consumers to your own consumer. Slogan: “Behtereen Coffee, Behtereen Daam” 8/25/2015Nescafe Advertisement 13
- 14. TVC-4: Aftersix advertisements they finally signed a celebrity to endorse their brand. Deepika Padukone was signed to endorse the brand. The advertisement was released in three parts each stage in continuation to keep up the curiosity quotient of the consumer. Projected as “ice-breaker or a conversation-starter”, TVC- 5 Name of Agency : McCann Erickson 8/25/2015Nescafe Advertisement 14
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- 16. Nescafe global website 8/25/2015NescafeAdvertisement 16
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