This document summarizes information about Nescafé Clasico instant coffee. It discusses that Nescafé Clasico is owned by Nestlé, was founded in Switzerland, and has the largest market share globally at 52%. It provides details on the product, including that it delivers a rich, bold flavor from 100% pure dark roast coffee. Nestlé is also summarized as being a Swiss food and beverage company established in 1905 that is best known for Nescafé instant coffee and has faced some controversies over its business practices.

2.  Product – Nescafé (classic)
 Owner – Nestle
 Founder – Henry Nestle
 Country – Switzerland
 Head Quarter – Gurgaon(India)
 Market – World wide
 Market Share – 52%

3.  India’s most consumed
coffee maker
 100% Pure & 100%
soluble instant coffee
 RED Coffee Mug –
Iconic & Strong
Perception In Consumer
Mind
 Brand of Nestle hence
Nescafé

4. NESCAFÉ CLASICO Dark Roast Instant Coffee Jar NESCAFÉ Clasico delivers rich, bold
flavor in every cup, which has made it the most loved and popular coffee brand in Latin
America for generations. 100% pure coffee, carefully roasted to capture the blend’s full
flavor and aroma.
Ingredients
100% Pure Coffee.
Product features
NESCAFE CLASICO delivers a rich, bold flavor. This has made it the most
loved and popular coffee brand in Latin America for generations. It all starts
with a NESCAFE.
•100% pure coffee
•Dark roast
•Rich, bold flavor in every cup
•Makes up to 50 cups
•NESCAFE is committed to improving the quality of our coffee and the lives
of our farmers: www.nescafeusa.com/sustainability
Special Features
50 cups. 100% pure dark roast. Rich bold flavor in every cup. Good food,
good life. Nestle. Good to Remember: Nescafe is committed to improving
the lives of our farmers. www.nescafeusa.com/sustainability. Good to
Connect: www.nescafeusa.com/clasico. 1-800-709-4782 M - F. 8am - 8pm.
Glass recycles.
Net Quantity of Content
About 1 X 1 Ct

5. Nestle Nestle is a Swiss food and beverage company that was established in
1905. The company's headquarters is located in Vevey, Switzerland,
with several offices around the world. The concept of instant coffee was
formulated fifteen years prior. In the 1930s, Nestle's brand of instant
coffee, Nescafe, was first introduced in Brazil as a way to preserve local
coffee surplus. The brand was later introduced in Switzerland and was
soon exported around the world. Today, the label exists as Nescafe
Clasico.
Along with coffee, Nestle is also known for its chocolates, confections,
infant formulas, and personal grooming products. Most notably,
however, is their string of controversies concerning their products such
as reports of children working in cocoa farms and health issues relating
to their baby formula. Because of their history with controversies,
Nestle is considered to be one of the world's most controversial
corporations.
Beverages
1. Coffee
1.1. Nescafe
a) Nescafe Clasico

6.  Story line
 The Motivational aspect of this story is
appealing
 One doesn’t have to depend on regular job in
order to become successful (Newspaper
replaced by Social Media)
 Creative Freedom to draw what he loves is
always rewarding (Increasing - Likes,
Comments, Shares)

7.  Market Research for Segmentation of
Nescafe Ad which by understanding should
be as below –
Creative People – Artists, Singers, Writers,
Designers, who all are related to creative field
Working Bachelors – In the age group of 23-32yrs
Students – In the age group of 18-24 yrs
Creative
people
Working
bachelor
Students
Job seekers
Aspiring
Entrepreneur
Aspiring
Freelancer

8.  There are mix of right elements like ingredients in
right amount to make a perfect cuppa coffee.
 Celebrity - Vikrant Massey (Known for Lootera and
Dil Dhadakne Do)
 Beginning Is Emotionally Triggered – Layoff Scene
 Background Score is catchy (High-Low Tunes)
 The Voice is briefly outlining thoughts of Vikrant’s
day to day life.
 Today’s most engaging element Social Media
(Facebook, Twitter, Instagram)

9. Social Occurrence - There are four elements which are
creating acceptance of ad as they are related to our social life.
 A girl in window which the guy likes but unable to strike a
conversation
 Two girls taking a selfie during the metro commute
 Writing/Drawing on the unattended or old car having dust
settled over it
 Drawing on Tissue Paper
The Cartoon is representing thoughts of cartoonist as the
story line is made. Its not only his the imagination but his
emotions about himself. “Cartoon toh hum dono hee the..”

10.  It All Starts - Give A Fresh Start To Your Day

11. Ever wonder why a simple process of makin’ coffee is
shown in 2 min commercial?
It is just to creates stimulus in you for making your own coffee by
yourself instead of going for Starbucks, CCD. (Psychology of how
consumer can experience the delight of making coffee.)

13.  The campaign should have been extended
to associate with #StartupIndia movement.
 To make advertisement impactful use the
mix of elements as described. Storyline -
Triggering Emotions – Social Occurrence –
Process of Making or Consuming –
High/Low Jingles – Generic Words –
Benefits That Have Practical Value (Savings,
Less Time Consuming)

14.  The advertisement captures most of human emotions
sadness, confusion, happiness and the storyline blends
with the core positioning “It All Starts”
 After the consecutive failures of “Know Your Neighbors” in
2012 with Deepika Padukone, Purab Kholi, Vir Das & “Its
Cool, Its Coffee” in 2013 again with Deepika Padukone
dancing & showing her hot moves that did not excite any
of consumers to buy coffee for hot shakes.
 Luckily Nestle revamped its branding strategy in 2014 with
#ItAllStarts getting two big hit advertisements showing its
creative side instead of high celeb spend. The Cartoonist
The Stammering Standup Comedian.
 NEW CAMPAING “BADAL LIFE KI RAFTAAR”