By: Koshiha Lal

The first ad 1956- http://www.youtube.com/watch?v=rnLunUFl7xA

NESCAFE CLASSIC
Channels used:TVC, Print Media Other advertising channels: Product placement in movies, soaps etc. Sampling TVC TVC 1: One of the very first commercials of Nescafe classic in India. The TVC hits on every front very clearly regarding the target segment.

http://www.youtube.com/watch?v=XgUJP6xGHOs HINDI- http://www.youtube.com/watch?v=guRYrfvikxs

Message: Throughout the advertisement it can be seen that the characters in the ad are sipping coffee at the start of a day or work, which caters to the most common usage space of coffee in India, at the morning. The advertisement starts with a recording studio starting the recording with a sip of coffee, a book store being opened with a coffee, an employee rushing through the traffic, a photographer clicking pictures, a painter etc. In the background a tone keeps on playing constantly, I just need, need to get started and I will be on my way, symbolizing the start of the day. Nescafe has a very peculiar tune Pa PaRaPa Pa Ra Ra, many brands use such strategies to market their brand. For example Kingfishers Oo la la la oo le lo or Brittania. The idea is to make the tone so catchy that people hum it unconsciously, or in the very recent, use it as ringtones, marketing the brand to others without knowing. Also the brand recall becomes high as the person is able to recognize the brand just by the tune used in the ad.

Target Segment: The advertisement clearly features the following characters.

1. A composer 2. A book store owner 3. A corporate rushing for a meeting 4. A girl waking up to a coffee 5. A photographer 6. A Painter Thus it clearly defines its target segment as the urban youth. Why urban youth?

a. The rural class is still in a habit of tea drinking, there are a very few coffee drinkers in the northern part of India. There is a huge market in the rural south India, but most of them prefer filtered coffee or local made coffees.
b. The idea was to capture the market in the urban India and inculcating coffee drinking as a habit in the daily lives of a mobile urban youth.

Positioning: Morning drink for the spirited soul, the ad very clearly depicts the usage and the time of usage for the product. And very successfully was able to do so. One very noticeable thing about the ad is that most of the jingle in the background is in English, thus ruling out the rural sector consumers totally.
Slogan: 100% Pure, an age-old tactic of claiming that their product is pure or safe. This is done normally to remove any shadow of doubt from the minds of the consumer when they go to purchase coffee from a local kirana store.

http://www.youtube.com/watch?v=kmMsyvPiyf4 TVC 2: A slight change in the positioning from the previous advertisement. Nescafe released three slightly different advertisements following the same theme. We have analyzed only one of them.

Message: After the successful campaign of inculcating the use of Nescafe as a daily schedule. They tried to appeal to a different side of the consumer, rather than more of a rational appeal which was visible in the previous advertisement it was more of an emotional connect.

.To break free from the clutter of the daily camaraderie and enjoy in the moment. The advertisement shows a couple enjoying the moment in the rain, a group of friends chatting while enjoying coffee. Thus successful in communicating the correct use of the product, To break free..and enjoy the moment, like a person does when he drinks coffee by taking a break during his office hours. Even the background score says, Come alive to great moments, emphasizing our previous viewpoint that this advert was positioned to appeal to the emotional consumer. Target Segment: The target segment remains the same, Urban youth. The characters portrayed in the advertisement. A couple, and a group of friends both of them falling under the youth segment. Positioning: beverage for any moment, this advertisement can also be seen as a persuasion to increase the usage of the product. Since the market usage as a morning beverage might have become stagnant, they tried to position it in the moments of a day.

Slogan: Coffee at its best, they do not let go of the 100% pure coffee slogan as the slogan is shown in the TVC in the middle of the advertisement.
Other information: Prime Focus has post produced this Nescaf ad for India, which shows a young couple waking up in the morning, the man waking his lady love with the aroma of fresh coffee. Miten Udeshi, who worked on the telecine of the commercial, graded the ad to keep its 'coffee' tone throughout the film. The same look is kept across all Nescaf commercials, keeping the ad's brand recall value high.

TVC-3: This advertisement is a continuation of the TVC-2 described in this report, as it follows the same background score throughout. Message: If the market is stagnant there are three ways in which you can increase your sales.

1. Increase usage of the product amongst the current users 2. Convert non users to users 3. Convert the competitors consumers to your own consumer
Nescafe achieved the first step with TVC -2; the second step was achieved by this advert.

Who were the non users?

1. People belonging to lower half of the pyramid who cannot afford a Nescafe pack of 250 gm. 2. People who are not willing to purchase a 250 gm bottle to try out Nescafe as a product. This objective of this advertisement was to generate awareness about a 1 rupee sachet of Nescafe being available. Target segment: As mentioned previously, the target segment will be mainly Sec B consumers or the lower half of the pyramid. Also, people who occasionally drink coffee, and are reluctant to purchase the bigger pack. Slogan: Behtereen Coffee, Behtereen Daam, which means excellent coffee at excellent price. Also notice that this slogan is in hindi compared to the previous adverts, thus again emphasizing on our viewpoints on the target segment for the product. Other information: The sachet also helped Nescafe in sales promotion by distributing samples of the product or by giving it free with other products.

TVC-4: After six advertisements they finally signed a celebrity to endorse their brand. Deepika Padukone was signed to endorse the brand. The advertisement was released in three parts each stage in continuation to keep up the curiosity quotient of the consumer.

Message: Nescafe started the know your neighbours campaign and signed Deepika Padunkone for the advertisement. Unlike other advertisements which use big stars to just recommend the usage of product plainly.

This advertisement involved the celebrity very cleverly within the advertisement. The ad was featured as a series of three ads each in continuation with a to be continued displayed at the end of the first two advertisements.
This was to generate curiosity amongst the consumers. The message was very plain and simple. The ad shows a young teenager who is pondering over whether to approach a celebrity who has come to live as his next door neighbor. The first ad shows Deepika pondering over the same fact whether she should ask his next door neighbor for a game of badminton or not. The product is shown as being an ice-breaker or a conversation-starter, for the two characters. The final ad shows the two characters talking when the second celebrity enters, Karan Johar. Initially, the common teenager Purab feels low on confidence as the two celebrities engage in conversation. He feels outcast amongst the two big names. Then enters our product, Nescafe. The character takes a sip while in the background a voice recites the slogan Switch on the best in you. And the character regains his confidence. This advertisement is on a different track in comparison to the previous advertisements. We believe that this was just a celebrity endorsement with the celebrities cleverly weaved into a story. The advertisement has a humorous touch to it.

Positioning: The advertisement positioned the product as the drink that gives strength for any challenge. The coffee that instills confidence in you. Slogan: Switch on the best in you, daring one to take on challenges and discover ones new self

Funny commercial: http://www.youtube.com/watch?v=q1rlpIbRdzo http://www.youtube.com/watch?v=2C3Lc6Tu4Wo - 2007

Latest Ad: http://www.youtube.com/watch?v=ZAadVcox0n4 http://www.youtube.com/watch?v=c9G5TuCbBvU&feature=fvwp

PRINT MEDIA: PRINT AD: Good Morning. Analysis:

Identification: The brand logo is clearly visible in the small pack of Nescafe. Description: Use of a splendid backdrop to show a chill & relaxing day with a person sitting with his coffee mug and the Nescafe pack to show that he uses Nescafe product. Association: o The print ads are used to show an urban lifestyle, where a person is relaxing and chilling out with a cup of coffee. o The person in the print ad seems to belong to the target audience age group to resonate with the targeting strategy.

Aesthetics: o The splendid black-&-white background signifies a calming & soothing feeling. o The bright red color of coffee cup/mug connotes excitement & stimulation. Objective: Inducing trial. Positioning: The advertisement positioned the product as the drink for every morning, inducing people to trust in a brand which many people trust. Slogan: So many ways to say Good Morning one common factor, saying that there are so many people who believe to start their day with a coffee, that too Nescafe.

PRINT AD: Rain advertisements.

Analysis: Identification: The brand logo is clearly visible in the bottom left and the mug being passed on. Description: The ad was released to make Nescafe a choice of drink during rainy season. The print ad shows a girl drenched in the rain and enjoying it and a coffee cup being passed between two people.

Association: o The print ad shows a girl drenched in the rain and enjoying it, and this signifies the joy of drenching in rain and trying to associate that feeling with Nescafe. o The person in the print ad seems to belong to the target audience age group to resonate with the targeting strategy. o The passing of the cup states that there are more than one person, i.e. Nescafe is associated with friendship & hanging out with friends. Warmth of sharing with friends is enhanced with a cup of Nescafe.

Aesthetics: o The bright red color connotes excitement & stimulation. o The umbrella above Nescafe in the left corner shows the vibe of the excitement & joy. o The use of two different pictures symbolizes the fun of rain and the warmth of sharing. Objective: Increasing consumption occasion. Positioning: The advertisement positioned the product as the drink for rainy days, encouraging people to increase the occasion of consumption of Nescafe. Slogan: Warm up to the Rains with Nescafe, saying that the warmth of the rain is enhanced with the Nescafe.

PRINT AD: Deepika & Purab Advertisements. Analysis: The series of print ads show a chic-modern appeal, to give a feel of the urban lifestyle. Identification: The brand logo is clearly visible at the top corner along with the logo in the coffee mug.

Description: In most of the ads, the coffee cup/mug is shown tilted to give a look of consumption. The aesthetics of the ad shows a relaxing day with a cup of coffee to induce the time of consumption, any time that you feel like relaxing. Some of the ads in this series show an urban lifestyle of the housing, clean room with technically placed items. The choice of costumes used in the ads is modern and connects with the consumer segment.

Association: o The print ads are used to show a lifestyle that resonates with the urban areas. o The use of Deepika & Purab is to fill the shoes of urban youngsters, who can connect with the celebrities in terms of age. o The depiction of the print ads symbolizes a situation of hanging out and relaxing.

Aesthetics: o The cool blue or light pink background signifies a calming & soothing feeling. o The bright red color of coffee cup/mug connotes excitement & stimulation. o Symbolisms are used in the background to depict the urban way of living. Like in the case of the first picture, the background has some picture scribed in white color which signifies the modern lifestyle of running and living in an urban area. The chalkish-picture is used to depict a youth & vibrant imagery.
Objective: Increasing brand recall. Positioning: The advertisement positioned the product as the drink that gives strength for any challenge, the coffee that gives confidence to face any challenges. Slogan: Switch on the best in you, daring one to take on challenges and discover ones new self

Out-of-home: The Nescafe marketing team has also roped in the BEST (BrihanMumbai Electric Supply & Transport), Mumbai for their advertising campaign. The bus service is famous in Mumbai and carries around 45 lacs passengers daily. Although there is no data on the customer of the services, there is a widespread believe that about 50% of the travelers fall into the target audience category of Nescafe, i.e. young working between the age of 18-39 years. The amount of time spent in the bus shed waiting for bus is significant and averages to around 17 minutes, which is much less than the real waiting time [9]. The bus shed are a place of bonding and hanging out with friends and that provides the connect with the brand identity of Nescafe.

Aesthetics: The OOH print ads are used to appeal to the rational of consumers. Get more of the same pack. Objective: The only rational objective that comes out of this campaign is the increase in consumption. They are trying to push the consumption by selling bigger packs. At the same time, the brand visibility to keep reminding the consumer about the product since it is a low-involvement product. Slogan: One Nescafe, Many Coffees, saying that you would get more number of drinks in this pack of Nescafe.