What would you like to start your day with?? Coffee..!! Because “It always starts with a NESCAFE”. Nescafe whose parent company is Nestle, its history dates back to 1930’s in Brazil when Nestle was asked to find solution to surplus coffee production. After years of innovation and research, Nestle in 1938 invented its instant coffee named “Nescafe” which is now sold in more than 180 countries and the company claims that around 5500 cups of Nescafe is consumed every second. The company tailors its Nescafe flavors for every country to suit their taste (NESCAFÉ, 2016).
Has Nescafe been successful with their promotional strategies to reach out to the consumers? The answer is, the company has used number of strategies to make the brand appealing by using different TV commercials and advertisements to make Nescafe a household brand. Nescafe is listed as the world’s 31st most valuable brand by Forbes with a brand value of USD 17.3 Billion (Forbes.com, 2015). The brand has constantly revived in the consumers memory through continues advertising and promotional activities. When someone hears “Nescafe” they immediately relate to instant coffee. Nestlé’s integrated marketing campaigns have been effective for the company to constantly engage its consumers and build a high brand value.
Nestle has widely used the concepts of Integrated Marketing Communications though Advertisements, print media, websites, sales promotions and all sorts of ATL (Above the line) and BTL(Below the line) activities to reach its consumers. The company’s main motive now is to target and convert new consumers who have not yet tried Nescafe.
Nescafe in 2014 launched a new communication platform in 180 countries to revolutionize its brand and named it “REDvolution”. This strategy was used to modernize Nescafe in local markets and to give a tough competition to Starbucks and Costa Coffee. In Croatia Nescafe organized and distributed 1000 Red Mugs in their largest cities, especially near the places where couples lock their love in padlocks along the bridges. Nescafe locked two cups of Nescafe’s Red Mug with a bicycle lock on those bridges with a 4 digit code. The couples had to just connect Nescafe with Facebook through their application selecting their exact location and get the 4 digit code to unlock the cups. Once the cups are unlocked, they could go to the nearest stand and swap the bicycle lock for a hot cup of coffee and also letting the consumers who are single to share a mug with their friend. This campaign sent a powerful message to the consumers and helped them to target the existing and new consumers. It was an international campaign and created waves across the globe making it a huge hit in social media and bringing the charm of the brand (Setaysha, 2014).
Though the red mug campaign did well and made its point. It failed to capture the attention on other countries where Nescafe stands tough competition. In Tea drinking countries such as Japan, Nestle has not been very successful in converting the consumers to try Nescafe instant coffee. By only using global campaigns, Nescafe cannot address and target different situations effectively (Zabanga.us, 2016).
Forbes.com. (2015). Forbes Welcome. [online] Available at: http://www.forbes.com/companies/nescafe/ [Accessed May 2016].
NESCAFÉ. (2016). A FRESH START FOR EVERYONE EVERYDAY. [online] Available at: http://www.nescafe.com/our-world [Accessed May 2016].
Setaysha, O. (2014). Nescafé Locks A Thousand Red Mugs All Around Croatia. [online] Creative Guerrilla Marketing. Available at: http://www.creativeguerrillamarketing.com/guerrilla-marketing/nescafe-locks-thousand-red-mugs-around-croatia/ [Accessed May 2016].
Zabanga.us. (2016). Problems with Global Advertising – Marketing Communications. [online] Available at: http://www.zabanga.us/marketing-communications/problems-with-global-advertising.html [Accessed May 2016].
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