Starting slide 15, have highlighted a couple of marketing recommendations, if Nespresso had to be launched in India.

1. Bunch of digital maniacs, creating
digital stories!
Ad-Maniacs

2. INDIA
The Perfect Indulgence

3. About Nespresso
• A leading luxury coffee brand
• An operating unit by Nestle group
• Switzerland based
• 13K + cups of Nespresso consumed every
minute
• Sells machines and espresso pods
worldwide

4. Indian Coffee Culture
Espresso Machines
• The coffee consumption in India
is growing in a rapid pace, with
south India contributing to 60%
of the total consumption.
• Increase in the number of coffee
consumption in north India as
well.
• There is a steady growth of 50%
each year in the coffee
consumption every year.
Espresso Capsules/Pods

5. WHY SHOULD NESPRESSO COME TO
INDIA
• Growth of western coffee
houses (explain why starbucks,
costa is a hit)
• Consumption of more than filter
coffee. Variations like Brazillian,
Columbian, Kilimanjaro by Bru.
• Variety in instant cappuccino,
latte and espresso by Nescafe
• Indulging in gourmet coffee
• Feeling of belonging to the club
with high expertise

6. Capsules Variations

7. Premium Packaging

8. The Sophisticated Gadget

9. Nespresso’s Mission Statement
• Nespresso’s mission statement: Coffee is at the heart of all we do. Yet
consumer pleasure is why we do it
• A passion for quality, innovation and privileged relationships with
consumers

10. Weaknesses:
1. High prices in grey market
2. Increase in inflation due to lack
of market presence in India
3. Machines support only
Nespresso pods
4. Less digital impact
Strength:
1. Strong brand value all over the
globe.
2. Market leader by 34% volume &
43.8% value
3. Store experience
4. Loyalty & Membership
(Nespresso Club)
5. Style statement
6. Face of the brand is George
Clooney.
Threats:
1. Chances of increase in the black
market
2. Competitors price-wars (Vero
brand might take the prices down)
3. Competitors might come up with
Nespresso compatible machines
5. All Indians may not relate to
George Clooney
Opportunities:
1. High demand within Indians
2. Scope of capsule market growing
by 76% in India
3. Negligible competitors in the
country
4. Indian flavour – Indriya (high
intensity) is already popular in
India, according to the survey done
last year.
SWOT
ANALYSIS

11. Loads of brownie points
• Product Benefit: Superior taste, unique pleasure, perfection and
convenience
• Product Attributes: That perfect shot of espresso brewed from the
very sophisticated machine
• Consumer Benefit: Superb shot of espresso at the comfort of your
home to uplift your mood
• Emotional Benefit: Treat yourself better and indulge in the experience

12. Creative Brief
• OBJECTIVE
- Brand awareness and easy access to products (talk about grey market
in India – high cost, low supply)
- To redefine coffee drinking experience in India (talk about how you
can set up a Starbucks or a Costa experience at the comfort of your
home. Premium/luxury feeling)
- Call yourself a coffee connoisseur
• Indulge yourself in espressos

13. Creative Brief
• TARGET AUDIENCE
- Cosmopolitans who seek exclusivity and “the good life”
- Who drinks at least 1 cuppa coffee per day
- Top tier 1 cities like Mumbai, Delhi, Bangalore, Chennai
Kolkata, Ahmedabad and Hyderabad
- Age Group 24 to 50

14. Budget
Print
16%
Social
11%
Search / GDN
12%
Brand Campaign
46%
Boutiques
15%
Print Social Search / GDN Brand Campaign Boutiques
Total Budget - INR 65 Cr (650 million euros)
Media Money Allocated Percentage
Print 10 Cr 15%
Social 07 Cr 11%
Search / GDN 08 Cr 12%
Brand
Campaign 30 Cr 46%
Boutiques 10 Cr 16%

15. MARKETING PROPOSAL
Tagline suggested: THE PERFECT INDULGENCE

16. 4Ps Strategy – The Perfect Indulgence
- Premium level
espresso brewed
from
a variety of capsules.
- Sophisticatedly
designed machines
for
B2C and B2B use.
- Urging consumers
for a perfect shot of
indulging coffee.
- Starting exclusive
boutiques across 6
major cities in India
- Powerful yet
strategic distribution
in B2B placement
with major focus on
customer feedback
- Gradually open
boutique Nespresso
Bars in several
other areas
- High end prices to
clearly state the
quality which would
only attract the
correct TG
- Still an affordable
luxury persona
- Could gradually
increase prices to
match the above
perceived value of
the product.
- Keep advertising
digitally to attract
the right set of
consumers.
- Increase awareness
of online ordering
which will further
increase average
purchase
- Use SRK’s social
platforms to extend
the reach and
awareness
Product Place Price Promotion

17. 3 month digital campaign – Feb, March, April
19’.
Idea – The Perfect Indulgence
• Three months of extensive campaign
to create awareness, image and
demand for the brand.
• The campaign will be mostly in social
and print media.

18. 3 month digital campaign – February 2019.
Idea – The Perfect Indulgence
• The campaign will start with an
advertisements introducing SRK as the
brand ambassador.
• Web commercial around Valentine’s
Day starting from 5th Feb to 20th Feb.
• Cross promoted on print, social and
digital platforms.

19. Shahrukh Khan – Nespresso’s brand
ambassador for Indian Market
- Shahrukh Khan (SRK) – world famous Bollywood actor and producer to
extend his relationship with Nespresso – India.
- SRK to be featured in in Nespresso’s new integrated marketing campaign in
Indian market which brings life to the campaign – The Perfect Indulgence,
across T.V, print and digital ads, partnership commercials, social media and
a microsite.
WHY SRK?
- Known as a true gentlemen, a self-fed personality with a huge international
fan following than any other Bollywood star
- Khan was the second-richest actor in the world for the last few years, with
a net worth of $600 million
- Considered one of the biggest film stars in the world and is referred to by
the media as "King Khan“
- Rawness and crowd appeal

20. George Clooney VS Shahrukh Khan

21. George Clooney VS Shahrukh Khan
• As George Clooney, SRK is a known coffee enthusiast and a trend
setter. Indians would surely relate him with Nespresso which would
have a greater impact on the brand
• As per the survey, SRK has shown great interest in the lives of coffee
farmers and the initiatives Nespresso has undertaken to support them
in producing high quality sustainable coffee and enhancing their
welfare
• SRK smartly fits the brand’s persona in many given ways and having
him on board would definitely be of great value to Nespresso – India

22. Valentine’s Day
commercial
Theme – THE PERFECT INDULGENCE
• “When I’m talking coffee, I’m only
talking coffee” – SRK
• Narrate the idea

23. The main aim of the campaign shall be
to create brand awareness.
Across all social media, the brand’s
objective will be highlighted.
3 month digital campaign – March 2019.

24. Social Media campaign.

25. 3 month digital campaign – April 2019.
• The main focus for this month’s campaign would be of the product
launch in May 2019.
• All the platforms will promote the launch of the product with the
campaign #ShotwithSRK.

26. • The campaign shall promote
the launch of the brand by
enticing the customers to
attend it and enjoy a shot
with SRK.
#SHOTWITHSRK

27. LAUNCH EVENT: INDULGENCE BOX
- Product launch press event at the Taj Land Ends (7-star in Mumbai)
- Invite all the celebs and announce the new endorsee of the brand
Nespresso in India
- Announce boutiques opening across cities
- Sample boutique presentation
- Handover a beautifully packed box of assorted flavours
• coffee pods (around 150) and call it BOX OF INDULGENCE
• BENEFITS
- Build awareness
- Use of social presence of the guests
- Try trending #NespressoIndia across social platforms

28. Possible view at the product launch

29. Influencer Marketing
• Association with top food bloggers in India with
a strong social clout
• Instagram! Cause pictures talk
• Weekly post by around 15 different
top notch bloggers around the county
• Regular give-aways with contests

30. Sample posts
thebigbhookad

31. B2B Aspect
• Tie up with multinationals
• Regular supply of capsules
• Large orders
• Discounted rates but higher profits

32. Extended reach
• Tie up with high end hotels and resorts
- Welcome drink
- Free samples and complimentary capsules
- Espresso machine and capsules in the room
• Airport
- VIP lounge
- Served on board

33. THANK YOU
PROJECT BY CHETAS BAGUL