Nescafe Case Study

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Nescafé is a brand of instant coffee made by Nestlé. The name is a combination of the words "Nestlé" and "café".One of the world’s most loved and desired coffee brands- NESCAFÉ has made itself known to as many as six generations since 1938. Be it our parents or us everyone has indulged into the experience of having the red cup of hot coffee! Its longevity has been built on connecting with new customers and on earning and retaining their trust. Nescafe even ranked in the 36th position of the top 100 global brands list of 2015 way ahead of its parent company Nestle, which was ranked at 56th position.

“The coffee with life in it. Made in just 5 seconds”. That’s how  Nescafé publicized its entry into India, in 1963. Before the campaign hit bill-boards across the country, Indian coffee lovers were tied up with the idea that coffee is something that takes time to prepare and cannot be instant.  Nestlé changed that thinking forever as it did elsewhere in the world much earlier in 1938.

We choose Nescafé because:

• India being a major tea consuming country were coffee is consumed extensively in its southern parts only. It was successful in introducing the concept of the love affair of the spoon and the red mug, in a country which took time to warm up to the idea of instant coffee.
• It introduced and repositioned the concept of coffee in whole of India, that it can be prepared instantly as well. It targeted successfully the young adults and emerged as a market leader constantly in the segment.
• Along with doing this it was successful in imprinting the image of a red mug and dense aroma coming out from it in our mind, which makes us always associate all this with the brand Nescafé.
• With more than 50 per cent of the Indian coffee market is instant coffee that is dominated by Nescafé, a product which positioned itself as “100% pure coffee with rich aroma”.
• It has been able to fend of major competition with launching very tastefully done commercials over a period of time which aided in it grabbing more market share from its major competitor BRU in instant coffee market. 
• The company went a step ahead and installed many coffee machines in various public places for its consumer to have ease of access and also to grab a larger chunk of market share by tapping the untested market.
• The way Nestlé India is revamping Nescafé with new packaging and a fresh ad theme—'It all starts with a Nescafé '.
• The revamp is in line with the firm's global mandate to rejuvenate the brand and make it more contemporary. In the effort to reposition its brand image and in attempts to woo youngsters.
• Nescafé has been releasing ads which are youth-centric, with the target audience in the age group of 16-24 years, ambitious and aspiring youngsters, who have the inherent desire to succeed.
• In line with their new repositioning of the brand they came up with the ads  #StayStarted, an evolution in their existing brand idea – “Nescafé being a constant companion in your journey towards your goals” to capture the digitally fortified futuristic audience.
• Nescafé made a strategic shift, considering the changes it witnessed in the Indian mindset and its population, in their advertisement campaign they targeted the younger generation.

Also the change of face in their advertisement campaign from Deepika Padukone, India top Bollywood actress, to unknown faces made us curious to inquire whether or not it had helped in brand building. Which we intend to know through this brand audit project.