Brand Life cycle- Nescafe
NESCAFE- Brand lifecycle
Shreya Ghosh
Fashion Marketing and Retailing
Nescafé is a brand of instant coffee made by Nestlé. It comes in many different product forms. The name is a portmanteau of the words "Nestlé" and "café". Nestlé's flagship powdered coffee product was introduced in Switzerland on April 1, 1938. a brand introduced by the Nestlé company, can be traced back to the 1930s.
FIRST STAGE – LAUNCH OF THE BRAND.
Nescafe launched under the umbrella brand of Nestle. It offers its buyers premium roasted coffee. The strategy that Nescafe took was to offer a different and better taste of coffee at an affordable price.
It was first launched in India in Delhi. Initially it targeted the housewives and office goers.
Therefore they first studied he most effective places to promote it in.
Then came the various mediums through which they will promote it.
Nescafe right from the launch has come up with various TVCs. Television advertising is the most effective way to maintain the brand awareness and reaching a mass audience at one time. By creating advertisements it was able to reach its potential and target audience. Whether housewives or working professionals - all have access to a television. It had been portrayed as a drink to start your day with and getting rid of tiredness, fatigue, sleepiness and providing a superior and different taste.
The brand had a niche look and feel to it, yet priced reasonably.
Nescafe also targeted Offices and big enterprises; where they exclusively put vending machines. This not only increased the consumption of coffee but also helped in the promotion of their brand. And people were so impressed by the taste that they would also purchase it for home so in turn their sales increased.
We have also seen such vending machines in Malls and cafeterias. This way more and more people were able to taste the brand and in turn it created brand awareness.
It also spread brand awareness through print media, lot of
Shreya Ghosh
Fashion Marketing and Retailing
Nescafé is a brand of instant coffee made by Nestlé. It comes in many different product forms. The name is a portmanteau of the words "Nestlé" and "café". Nestlé's flagship powdered coffee product was introduced in Switzerland on April 1, 1938. a brand introduced by the Nestlé company, can be traced back to the 1930s.
FIRST STAGE – LAUNCH OF THE BRAND.
Nescafe launched under the umbrella brand of Nestle. It offers its buyers premium roasted coffee. The strategy that Nescafe took was to offer a different and better taste of coffee at an affordable price.
It was first launched in India in Delhi. Initially it targeted the housewives and office goers.
Therefore they first studied he most effective places to promote it in.
Then came the various mediums through which they will promote it.
Nescafe right from the launch has come up with various TVCs. Television advertising is the most effective way to maintain the brand awareness and reaching a mass audience at one time. By creating advertisements it was able to reach its potential and target audience. Whether housewives or working professionals - all have access to a television. It had been portrayed as a drink to start your day with and getting rid of tiredness, fatigue, sleepiness and providing a superior and different taste.
The brand had a niche look and feel to it, yet priced reasonably.
Nescafe also targeted Offices and big enterprises; where they exclusively put vending machines. This not only increased the consumption of coffee but also helped in the promotion of their brand. And people were so impressed by the taste that they would also purchase it for home so in turn their sales increased.
We have also seen such vending machines in Malls and cafeterias. This way more and more people were able to taste the brand and in turn it created brand awareness.
It also spread brand awareness through print media, lot of