TVC

VALUE PROPOSITION
WHO
Young | Vibrant
Red | Lively
Passionate |
Ambitious

WHAT

WHY

Good Blend of
Caffeine | Taste |
Instant Coffee

Heritage Brand

BRAND
ESSENCE

REINVIGORATION

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

Nescaf Classic

BRAND
PORTFOLIO

Beverage

Nescaf Gold Blend

Nescaf Sunrise
Nescaf Sunrise Insta Filter
Iced tea category: Nestea

BRAND

PORTFOLIO

AND MANY
MORE

The brand architecture that Nescafe has

is Branded house

BRAND
ARCHITECTUR
E

In this architecture a brand emphasize

on master brand i.e. Nescafe to position
its sub-brands
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

BRAND
ARCHITECTURE

NESCAF

Nescafe Coffee - Classic (Refill), 50 g Pouch

MRP-130
Nescafe Classic Jar, 25g
MRP-70
Nescafe Classic Coffee, Glass Jar, 100g
MRP-250
Nescafe Chocomocha 5 Sachets, 75g
MRP-100
Nescafe Gold Premium Blend Instant Coffee, 100g
MRP-397
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

CURRENT
BRANDING
CAMPAIGN

Nescafe rolled out its new identity

campaign (It all starts with a
Nescaf), and brand visual identity
REDvolution, globally in the year
2014
The focus of REDvolution was to give
the brand a modern twist especially in
the online arena

BRAND
POSITIONING

GROWTH
STRATEGY

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

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 raNescafe

JINGLES

It all starts with Nescafe

CAFS

THANK YOU
Keep Brewing

A PRESENTATION BY
Anurag | Ashwani | Rishika | Rohit