WIDE RANGE OF PRODUCTS AND THEIR BRANDING
1.NESCAFE Nescafe is the star product of nestle company . whenever the name coffee strikes to
mind of people the first name that strikes them is Nescafe that itself shows how
the nestle have been able to brand nescafe comes first which shows how successful
nescafe has been in branding nescafe .
The branding strategies developed by nestle to position nescafe in the minds of its
customers are initially when it started in 1954 it didn’t tasted well and packaging
was simple One year later, the Nescafé Blend 37 was introduced and it took nine more years
for the product effectively retains the coffee flavor (in 1964). But during the 80’s the brand had
a dramati c improvement in its product line, introducing different versions. For
example, in 1984 the premium, freeze dried , gold blend brand was launched which
had a rich taste and flavour . Then nestle focussed on changing the packaging of
nescafe and to give a more attractive look . The next strategy nestle adopted to
brand nescafe is by through Tv commercials where scenes show someone holding the
red mug with the nescafe logo type written in the vertical position. Probably the red color of
the mug was chosen to emphasize the energy of the drink, since offee 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 which
shows a happy and healthy person. In advertisements it also shows a cup of
nescafe in morning will keep u fit and fine . Through this nescafe is able to develop
a emotional connect with its consumers . N escafé brand is owned by Nestlé and it
is worth around 13 billion dollars. Each year approximately 94 billion Nescafé
cups are sold around the word, which is around 3,000 cups every second .
2. MAGGI TWO MINUTE NOODLES –
The tagline of maggi “ TWO MINUTE NODDLES “ Itself shows its instant
and easy to cook and the tagline “ TASTE BHI HEALTH BHI “ That itself
represents its healthy and hygienic food . The communication style of these
taglines is that kids would come home hungry from school or after playing
and ask for maggi and mothers would cook them and serve them in maggi
in two minutes through this they maggi is able to create a connect with
customers . when nestle saw success in two minute noodles it started to take
advantage of their brand position by introducing wide range of products
under maggi like Maggi sauces and ketchups , maggi pickles and maggi
soups , maggi bhuna masala , maggi pizza mazza , maggi milk powder etc
with relative good success rate also was able to increase its market presence
and share . Then nestle focussed on their product extension of maggi noodles
like by offering in different flavours tomato , chicken etc. also through
maggi atta noodles with relative good success rates .
The best branding strategy of nestle in branding maggi was it was able to
differentiate its products from its competitors in a better way through better quality
products at right price.
Secondly it was able to create brand appeal to its consumers . thus created its
own relevance in customer”s minds . product differentiation + appeal = brand
strength. Thirdly , right advertising strategy straight focus on kids and promotional
strategies in schools to have a direct bonding with its target segment. Availibity in
different package sizes like from 50 gms , 100gms , 200 gms , 400 gms – family
Fourthly , conducting regular market surveys to identify customer”s needs
and work towards fulfilling to customer”s needs in a better way. And also maggi
tweaked its packaging to accommodate the pictures of consumers chosen by the
company If the consumer has a story to tell about maggi,putting him or her on
packaging,print or tv etc . which represents they value customer”s opinions and
feedback and acknowledgements .That”s the reason why maggi has 90 percent of
market share where as its competitors are far behind top ramen has 6percent and
other 4 percent .
3.NESTLE MUNCHIt is the second largest brand in choclate based on confectionary segment in india .
It also the largest selling SKU in the industry . Munch was launched in 1999 by
nestle to counter the brand picnic from cadbury .But now Munch survived and
picnic has no presence in market this because of successful branding strategies
developed by nestle to promote Munch. Munch is positioned as a tasty brand .
When Munch was launched there was intense competition in market already where
perk were competing with each other , then nestle came up with Munch AT RS 5
MUNCH was a instant success because it was able to provide value to its
customers at a low price and was able to establish itself in the marketSecondly ,
Munch uses the tagline “cant stop Munching “ to promote the its taste as USP
.Thirdly munch roped in bollywood actress Rani mukharjee as the brand
ambassador to promote the brand in visual media .
AMIT KUMAR MOHANTY - SAP ID 80303130057
1) Not mentioned the product strategies used
2) sources of data – not identified nor acknowledged.
3) Font –formatting ???
4)you are expected to identify the respective strategies and point them
out in the elaborate data offered.
5)I.E Whether/which product strategies (having shosen from -- :product
positioning /expanding the product line/modifying product lines
/product mix contraction/trading up and trading down)
6)I.E whether/which branding strategies (having shosen from -- :the
line brand strategy/umbrella brand strategy/source /family brand
7) good data collection-but it needs to be properly presented to make a
8) Info looks all muddled up ,sequencing of thoughts and clarity of
expression is missing.