Sales Communications Brief of Nescafé Classic Instant Coffee.

1. Background
The campaign will revolve around establishing Nescafé as consumer’s first choice in the instant
coffee segment and maintaining loyalty in the existing consumers of Nescafe.

2. Consumer Insight:
Problem Driven: I am a very busy person and I am looking for a quick and tasty caffeine drink to
improve my performance at work and provide an instant energy boost.

To make it better: I am happy with the taste and quick-to-make recipe / Will it give me the required
boost of energy?

3. Business Insight:
Sales, Brand recall, Brand Value, Brand loyalty, Size of SKU, SKU’s price, Profit

4. What is our objective?

I want Nescafé Classic to stay the number 1 coffee brand in India/ Most trusted brand in India and
to increase its reach within non-coffee potential consumer market.

Business objectives:
Increase in Brand Recall along with top of the mind awareness.
Increase Brand engagement and trust enhancement among target audience.

5. Who is our target audience?

18-45 in metros, tier 1 and tier 2 cities.
Office goers
College students
People who do not wish to indulge in the time consuming process of making coffee and rely on
easy options such as an instant mix.
Me, I or 1 person: Mrs. Kulkarni living in Mumbai city is a working mother of 2 needs a quick
beverage in the morning to wake her up instantly and get her started for the day.

6. What is the offering we’re presenting to the customer?

A convenient caffeine drink. No need to brew.
A tasty and easy-to-use instant coffee powder which can be used directly in many coffee recipes.
A quick beverage for office goers and college students.

7. What is the key message of the campaign?

(The main point to be remembered by customers)
To communicate brand Nescafe as the best start to one’s morning. Stronger and smoother
instant coffee.
“100% Pure instant coffee”
“It all starts with a Nescafé”
Secondary: Nescafe as an instant connection builder
The Red Nescafe mug as a symbol of the brand with the concept of “Sharing Happiness”

8. What do we expect our customers to think/do?

(Desired response – emotional and/or behavioural)
To see Nescafé as a trusted companion with snacks on a rainy day.
Quick caffeine drink whenever they feel dull in the day from a trusted coffee brand.
How they bonded with their old college friend over a cup of coffee.

dojo marketing communications LLP, Mobile: +91 9820025529

9. How will we know that our goal is achieved?
(The KPIs relevant to the task)
Association of morning cup of caffeine to Nescafé and think of drinking Nescafe before start of
strenuous mental work.
Increase in Brand value and brand Loyalty
Increase in sales
To continue being the first choice in the category of Instant Coffee

10. How do we want to communicate our message?

(All the marketing channels we want to focus on)
Mainline and Digital
Mainline:
TVC featuring Deepika Padukone drinking Nescafé first thing I the morning before beginning her
day
Radio
Press
OOH- Outdoor/hoarding, Bus shelter, Bus branding, auto branding, taxis/cabs, railway stations
Digital:
Social Media- Instagram, Facebook
Website
Influencer Marketing

11. What are the must-haves in the campaign?

Packaging, Brand Logo, Nescafé signature Red Mug, Nescafé Jingle.

12. What is our competition? (If any)

Bru Gold- metros/urban
Nestle Sunrise-urban/metros
Tea Drinkers-Tier 1 and Tier 2 cities

13. Anything else we should keep in mind? (Any other inputs whatsoever)
NA

dojo marketing communications LLP, Mobile: +91 9820025529