The document outlines a marketing proposal for Nescafé by Neo Marketing, aimed at revitalizing the brand's presence through experiential marketing activities over 12 months in Nairobi. The plan includes street activations, pop-up cafes, and strategic sampling initiatives to foster consumer engagement and reposition Nescafé as the preferred coffee choice among young, creative coffee lovers. Key challenges include competition from other coffee brands and the need to highlight Nescafé's unique qualities and benefits.

1. A Presentationeomarketing
Rise&Grind
Nescafe’ Experiential Activation

2. Neo Marketing retains the rights to all material contained in this presentation and in any presenta-
tion made in competition with, or in isolation from any other agency, in the event of our presenta-
tion being unsuccessful.
No part of any proposal submitted may be used by any third party or the client without prior written
approval from Neo Marketing or any one of the Neo Marketing owned companies
Intellectual Property
Nestle Kenya are looking to revamp the sampling activities and see how they can use
this platform to generate sales
Neo Marketing has been tasked to come up with an end to end Experiential Market-
ing and Communication Services including Sampling, Promotions and Events Man-
agement
Scope of activation is Nairobi for a period of 12months
Brief
eomarketingeomarketing

3. Nescafe offers a wide variety of coffees that fit the key consumer
need states
Nescafe coffees can be depended on for satisfying consumer
expectations of taste and quality
Create awareness for the various Nescafe SKU’sin the
market
REPOSITION Nescafe as the convenient Brand of choice to
stimulate alertness, whenever needed, throughout the day.
To ensure Nescafe is top of mind
Introduction
Objectives
eomarketing

4. Age 21 and over
Has disposable income
Is a coffee lover
Creative individuals who
always remember to do a
Coffee refill whenever they out
Shopping
An early riser or late worker
(manage their own time)
thus needs a good dose of
coffee to boost their day
Target Audience
eomarketing

5. Nescafe is a premium brand retailing at a
premium price and as such turns some
customers off from purchase
It faces stiff competition in the market from
other coffee manufacturers as well as
brewers e.g. artcafe and Nairobi Java
House
Challenges
eomarketing

6. Key Insights
I read about the health benefits of coffee and stuff but all I know is A rose
by any other name would not smell as sweet as coffee in the morning
My life begins with a cup of Coffee
My friends and their friend more often than usual Lounge and have a
constructive convo while coffee cupping.
Stuff like blog,update their online profiles, crack a ware or upload a video
or something on they lil’ funky gadgets.
These smart guys also remind you to make a cup of coffee as you wait for
the new Operating Sytem to finish innitialising.......Downloading 20%....15
minutes remaining.
eomarketing

7. WHO THE
HELL
MOVED
MY COFFEE?
In
WOLVERINE
enough of the whatever coffee, let me break bread
with you guys on my Nescafe’,
If its that time of the month and cant count enough to
share between Soap and Coffee, I can intuitively tell
how many Scoops are left and wont forget to refill the
tin with a satchet or two.
Good breakfast is cool and all but sometimes all I
need is a bubbling creamy cup of Nescafe with one
sugar and am ready to roll.
They offer these long satchets in hotels and offices
that always find themselves in my hand bag when
repacking. My bad! Somehow nobody minds... you’ll
find new ones there later.
eomarketing

8. Cafe
Our Intervention
Pop up cafe lounge
eomarketing

9. We aim to reignite Cool and
chill in Kenya and stimulate
the appreciation of Coffee
and Obviously Nescafe’
The Coffee drinking market
has been there... it only has
to be reminded nothings
better than Nescafe’ as we
intiate new recruits.
Spilt Beans
eomarketing

10. eomarketing

11. eomarketing

12. Cafe Nescafe’ is a distinctive emotional atmosphere that is sensed intuitively
amongst a pair or group of people
Nescafe always has a conversation around it whether face to face, while reading
or on social media
Neo Marketing will position this feeling to Nescafe customers as creating a ‘Cool
vibrant vibe’
Leverage on the ‘good vibe’ to create a roving experience that will in turn form a
coffee drinking culture
Strategy
eomarketing

13. Touch Points
Street Activations
Events
Campus Activations
Malls
eomarketing

14. Inorder to excite customers, we will have strategically positioned street activations
aimed at consumer sampling
We will position our highly visual Nescafe sampling cart on selected round-
abouts
The sampling cart will be roving and as such will be positioned on a different
high traffic round about on different days
Street Activations
eomarketing

15. Inorder to excite customers, we will
have strategically positioned street
activations aimed at consumer
sampling
We will position our highly visual
Nescafe sampling cart on selected
round-abouts
The sampling cart will be roving
and as such will be positioned on
a different high traffic round about
on different days
eomarketing

16. Our edgy looking champions will entice customers to step in and experience
Nescafe’
The air will smell of that tantalizing coffee aroma and elaborate branding will
set the mood as well as enhance visibility
The wifi password request page which is the campaigns landing page will bear
Nescafe’s Products and their price ranges
Free Wifi will allow customers to work or vibe with their friends
We will have a secret Nescafe password that will only be issued out to paying
customers
Idle seating will not be allowed
Mechanics
eomarketing

17. Cafe
eomarketing

18. We will have a highly visual experiential zone that will be replicated in all our
touch points
A 100 seater spider tent will be pimped out with carpet, lounge seats, coffee
sacks and free wifi so as to give customers the perfect ambiance to feed off of
their Nescafe Vibe
Our edgy looking champions will usher customers into the lounge area how-
ever the catch will be that customers must have a mug of Nescafe brewed
coffee in order to use the space
Concept (Events, Campus, Malls)
eomarketing

19. eomarketing

20. Client Service Account Manager
Operations Team Project Manager
Team Leader Campus Activations
Team
Team Leader Mall Activations
Team
Team Leader Street Activations
Team
Project Management Structure
eomarketing

21. Report
Content
Sales Volume
Stock Level
Market highlights
Feedback
Daily
Weekly
Monthly
Quarterly
Frequency
Daily - Sent via Mail and on the client portal
Weekly, Monthly and End of project –
Presentation to Wiko
Report
Presentation
The insights will be used to generate
recommendations and action points
for specific period
Reports
eomarketing

22. A Presentationeomarketing
Nescafe’ Experiential Activation
Presented by:
Judy Wanja
071 094 7217
jwanja@neomarketing.co.ke