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Nescafe Brand Audit

Nescafe is a leading instant coffee brand that targets young, vibrant consumers. It offers a blend of caffeine, taste, and convenience through products like Nescafe Classic, Gold Blend, and Sunrise. Nescafe uses a branded house architecture where various sub-brands leverage equity from the master Nescafe brand. It has a wide retail presence and portfolio of products at various price points. Nescafe's growth strategy focuses on capitalizing on India's low coffee penetration compared to tea.

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Manish Ratna
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707 views21 pages

Nescafe Brand Audit

Nescafe is a leading instant coffee brand that targets young, vibrant consumers. It offers a blend of caffeine, taste, and convenience through products like Nescafe Classic, Gold Blend, and Sunrise. Nescafe uses a branded house architecture where various sub-brands leverage equity from the master Nescafe brand. It has a wide retail presence and portfolio of products at various price points. Nescafe's growth strategy focuses on capitalizing on India's low coffee penetration compared to tea.

Uploaded by

Manish Ratna
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

TVC

VALUE PROPOSITION

WHO WHAT WHY

Young | Vibrant Good Blend of Heritage Brand


Red | Lively Caffeine | Taste |
Passionate | Instant Coffee
Ambitious
REINVIGORATION
BRAND
ESSENCE “ There are few things that are
essential to survive in hectic working
day and that list includes a steaming
cup of coffee. Work can be
borderline unbearable for some
people
Nescafé Classic
Nescafé Gold Blend
BRAND Nescafé Sunrise
PORTFOLIO Nescafé Sunrise Insta Filter
Beverage Iced tea category: Nestea
BRAND
PORTFOLIO

AND MANY
MORE…
The brand architecture that Nescafe has
is Branded house

In this architecture a brand emphasize


on master brand i.e. Nescafe to position
its sub-brands
BRAND
ARCHITECTURE
The characteristic of this brand structure
is that it allows equity to be shared and
leveraged among sub brands

Extending the equity of a brand – are


crucial to both fuel growth and outpace
competitors
Nescafe Coffee - Classic (Refill), 50 g Pouch
MRP-130
Nescafe Classic Jar, 25g
MRP-70
Nescafe Classic Coffee, Glass Jar, 100g
BRAND MRP-250

ARCHITECTUR
Nescafe Chocomocha 5 Sachets, 75g
MRP-100
E Nescafe Gold Premium Blend Instant Coffee, 100g
MRP-397
NESCAFÉ Nescafe Sunrise Insta Filter, 100g
MRP-225
Nescafe Sunrise Premium Sachet, 50 g
MRP-90
Nescafe 3 In 1 Original Soluble Coffee Beverage 30
Sachets Bag
MRP-440
Brand
Presence
PACKAGING
RETAIL
PRESENCE
LOGOS
Nescafe rolled out its new identity
campaign (“It all starts with a
CURRENT Nescafé”), and brand visual identity
“REDvolution”, globally in the year
BRANDING 2014

CAMPAIGN
The focus of REDvolution was to give
the brand a modern twist especially in
the online arena
BRAND
POSITIONING
• More than 50 per cent of the Indian coffee
market is instant coffee that is dominated by
Nescafe, a product which is sold as 100 per
cent coffee
GROWTH
STRATEGY • But because of low level of penetration of
coffee (as low as 16%) as compared to tea
penetration (almost 96%) Nescafe can expect
to grow
SYMBOLS
CHARACTERS
Slogans
Pa pa ra pa ra ra…Nescafe

JINGLES It all starts with Nescafe


CAFÉ’S
THANK YOU
Keep Brewing

A PRESENTATION BY
Anurag | Ashwani | Rishika | Rohit

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