Nescafe

Nestlé – The Branding saga ‘Good Food, Good Life’

Nestlé • Nestlé was founded in 1867 • First product was “Farine Lactée Nestlé” • Trademark • Value • Innovating & Reinventing

Some Facts • Second largest traded commodity in the world • Much faster—almost four times—than tea • Brazil and Colombia are the world's major producers, accounting for about 35% and 16%

Major Offerings • Confectionaries • Beverages • Packed food

Offerings • Nestlé is one of the world's oldest and largest multinational businesses. • Nestlé covers nearly every field of nutrition foods: infant formula, milk products, chocolate and confectionery, instant coffee, ice-cream, culinary products, frozen ready-made meals, mineral water etc. • They are also a major producer of pet food.

RESOURCES • They have Army of around 247,000 employees. • 500 factories are extending the whole world to deliver the customers needs.

Main brands Coffee Water Other beverages Shelf stable Shelf stable Chilled Infant nutrition

Nescafé, Taster’s Choice, Ricoffy, Bonka, Nespresso, Zoégas, Loumidis Nestlé Pure Life, Nestlé Aquarel, Ice Mountain, Nestlé Vera, Deer Park, Nestea, Milo, Carnation, Libby’s, Caro Nestlé, Nido, Milkmaid, Klim, Nestlé Omega Plus, Bear Brand, Coffee-Mate Nestlé, Nido, Milkmaid, Klim, Nestlé Omega Plus, Bear Brand, Coffee-Mate Nestlé, Ski, Yoco, Svelty, Molico Nestlé, Nan, Lactogen, Nestogen,

Main brands HealthCare nutrition Nutren, Peptamen, Modulen Ice cream

Antica, Maxibon, Mega, Mövenpick,

Frozen foods

Stouffer’s, Hot Pockets, Maggi

Chocolate, confectionery and biscuits Foodservices and professional products Pet care

Cailler, Milkybar, Kit Kat, Smarties, Baci, Butterfinger, Polo Chef, Minor’s, Santa Rica

Fancy Feast, Alpo, Mon Petit, Dog Chow, Cat Chow, Pro Plan,

The rise of a Brand

1961 Classic

2000 s

2000

Gold

Espresso

Premium s

Decaff s

2000

1997

2001

2000

Frappe

3 in 1

Cappuccino

Indian Entry • Beginning with its first investment in Moga in 1961 • Currently there are seven plants • Subsidiary is called NIL

Current Beverages • NESCAFÉ CLASSIC • NESCAFÉ SUNRISE • NESCAFÉ CAPPUCCINO • NESTLÉ MILO • NESTLÉ 3 in 1

Competitors • BRU by HUL • COORG and kaapi by TATA • Other local players

Values • The values of security, maternity and affection, nature and nourishment, family and tradition.

Pricing • Choc Cafe 19 INR • Nescafe Sunrise pouch 33.50 INR • Nescafe's price 49 INR (15% reduced)

Case of 3 in 1 • • • • •

Mac coffee by Future group Same product with different positioning The segments targeted Battle on each front ``It's hot. It's fun. It's happening.''

MILO Ingredients

: Cocoa

Attributes

: Chocolate Taste

Benefits

: Nourishing, Mentally alert, Energy

Values

: Hardworking, aiming for excellence

Cultural Meaning if any

: Upwardly mobile middle class culture

Brand Personality Phrase Brand User

: Winner : Healthy and hardworking child

Brand Building • CSR • Sustainability report 2002 • Community • Research and Development • Recipe for preparation

Brand Audit • High Brand equity • Good advertising campaign • Positioning striking the right chord • Competing across the board • Formidable to compete.

Threats •

Cannibalizing.

•

Strong competition.

•

Price war.

Suggetions • Not to indulge in price war. • Avoid doing costly mistakes. • Take care of Product cannibalization.

THANK YOU