Nescafe Question- How did nescafe position itself in a tea drinking country?

India is a nation of tea drinkers

Coffee was not a commonly drunk beverage in India, which allowed cafés to drive the narrative,
positioning coffee as a trendy, versatile drink and the outlets themselves as aspirational places.
They offered comfortable seating, food and internet, evolving from a hangout for young people
to also catering to professionals. They positioned themselves as casual to coffee shops’
sophistication, encouraging multiple visits a day to the once-in-a-while visit to coffee shops

While tea is seen in India – as an energising drink consumed sweet, milky and strong
several times a day. Many also add herbs and spices to tea, adding to its reputation as a
flavourful wellness beverage.

“The coffee with life in it. Made in just 5 seconds”. That’s how Nescafe announced its entry
into India, in 1963. It positioned itself as an instant energy provider that will wake you up
both mentally and physically. And was strategically associated with success. Before the ad
campaign hit bill-boards across the country, Indian coffee lovers were stuck with the idea
that coffee is something that takes minute attention to prepare and cannot be instant.

coffee culture brought about by the spread of cafes. Urban Indians

began sipping cold coffees and cappuccinos, and were introduced to
flavoured, ready-to-drink varieties in supermarkets.
This was especially in a post-liberalized India, when the opening of the economy in
1991 created a wealth of jobs and aspirations among middle-class Indians leading to
a surge in popularity of the coffee chain.
Nestle had the early-mover advantage with Nescafe and over the years, it has become a
household name in India. However, the real market for instant coffee is rural India which is
still untapped. Thus, a huge scope is still left

Competition- Unilever’s BRU, which has also been selling in small sachets and packs to
woo customers. Bru, which has in fact been giving Nescafe a run for its money, is banking
on an old marketing mantra – straddling the pyramid. In simpler parlance, offering a product
at each price point. And Bru is fighting Nescafe everywhere. So when Nescafe roped in
Bollywood actor Deepika Padukone, Bru brought in its own brand ambassadors, Shahid
Kapoor and Priyanka Chopra.

Still tea penetration in India is 96% while that of coffee is 16%

Nescafe users can be classified as ‘people who seek to be recharged’, ‘people who want to let
others know that they have important stations in life’, ‘those who want to start their day with
something positive’, etc.
User Status: Nescafe’s markets can be segmented into nonusers, potential users, first-time users
and regular users of coffee.
Usage Rate: Markets are segmented in to heavy coffee-drinkers, medium to light consumers.
Nescafe tries to capture heavy to medium users of its product.
Purchase Occasions: Nescafe promotes its beverages as ideal for all occasions such as breakfast,
midday, evening, night (when you want to stay awake), important days such as Valentine’s Day,
etc.

Chawanprash

With winter just around the corner, ayurvedic health product 'Chyawanprash' makers are
loosening their purse strings to rope in Bollywood biggies to endorse their respective
brands, with a specific sight on youth consumers.

The advertisements, featuring Amitabh Bachchan and Vivek Oberoi, would be run on
electronic and print media

To consolidate its presence in a stagnating Chyawanprash market in the country

The new campaign would target infrequent and non-users by emphasising on the benefits
of the product

stretch out from being relevant for children to being relevant for everyone

Dabur Chyawanprash, around since its tin-pack inception in 1949, has moved forward in its
communication appeal of Zaroorat hai to Sabko zaroorat hai

The ad campaign has moved forward from the mother spending a day in her son's place
and creating the point that Dabur Chyawanprash is needed by active children daily, to a
father and son taking the mother's place in a day full of house management to realise how
strenuous it can be. The humorously delivered mock reprimands and punchlines by
Bachchan the sutradhar drive the message home

brand's stretch to address more contemporary issues such as general health, diabetes and
stress. Dabur Chyawanprash variants ChyawanShakti, for stress relief, and Dabur
ChyawanPrakash, are sugar-free variant, are expected to make the brand's stance that
everyone needs it, relevant.
The strategy also revolves around consumer insight that when it comes to taking care of
health on a day-to-day basis, people are more concerned about their loved ones than about
themselves

The basic positioning remains the same,

from "A tried and tested natural health tonic for the family" to Kare bhitri shakti ka vikas to
Andar se strong and

Bimariyan door, osh bharpur the current Zaroorat..

series, the brand's core message has been consistent. To add dynamism, the Androoni
Shakti proposition was carried forward in the form of veer ras

with a new pack introduced by Amitabh Bachchan, along with films on everyday heroes
such as an athlete and a journalist. The idea was based on the fact that there's a hero in all
of us and by having Dabur Chyawanprash, this hero manifests in everyday situations Dabur
Chyawanprash:- (1) 3 times more immunity (2) Available in 3 flavor (Orange, Mango & Mix
fruit) (3) Also available Sugar free Chyawanprash (Target market diabetes / health
conscious)