NESCAFE

SUBMITTED BY CHINTAN BUDDHADEV( 071)MEHUL ADAJANIYA(213) SYMBIOSIS INSTITUTE OF MEDIA NAD COMMUNICATIONS

Campaign-Improving online presence of Nescafe

Nescafe

Type Instant coffee Current owner Nestlé Country of origin Switzerland Introduced 1938 Markets Worldwide Website Nescafe.com

Objective

The main objective of the campaign is TO IMPROVE THE ONLINE PRESENCE OF THE NESCAFE.

Especially to improve their presence on Social Networking sites to attract more consumer and to provide their consumer with latest updates and gossips.

SWOT

Weakness Low flexibility

Opportunity Coffee is boomingConsumer is more sophisticatedNeeds for premium coffee exitsChanging in peoples lifestyle

ThreatsSuitable products –green tea, teaHealth concern Smuggling product

SWOT

Means of Communications

TV Commercials Print ads Online advertising Social networking

FOR THIS PRESENTATION WE HAVE GIVEN EMPHASIS ON SOCIAL NETWORKING SITES TO FULFILL OUR OBJECTIVE

Current status

Nescafe has its online presence on all the social networking sites

Like: Facebook.com, Orkut.com & etc. Situation: at present Nescafe has their own

community exist on their social networking sites but they are not active enough to attract its target audience

Target audience: if we talk about social networking, then our premium TG is – YOUNGSTERS and people who are active and people who are interactive.

Strategy

Will design a community and put it on social networking sites

Activity endorsement1) Games2) Gossiping hour3) Corporate hours 4) Nescafe latest updates

Flavors of the month coffee Madness Coffee Polls – Which is the hot topic of the week or

month, market prediction

Action

First of all will create a community on social networking sites which will be totally different from existing community. This community of Nescafe will be more interactive rather then one way interaction.

Games The whole concept of introducing game on social networking site to make our target audience more involve in consuming coffee. Here will introduce game like Nescafe poker, Nescafe football, Nescafe snooker. Here will tell our target audience that play these games with your friend over coffee using the NESCAFE’S GAME APPLICATION.

Cont..

Gossiping Hourswill create a particular application of Nescafe’s Gossiping hours and will put it on Social netwrking sites.Here will create a conference chat rooms where people will do gossips drinking Nescafe’s coffee with their known people Will marketed this applications in a such a way that consumer will use this only in such hours.

Cont..

Corporate hoursThis applications will be the same like gossiping hours but here the concept of having this application is little different.Here will invite business groups to interact amongst themselves drinking Nescafe and discussing the new business topics and post their view on the same so tat can also be use as a medium of information.As gossiping hours this application will be played only in such fixed hours.

Cont..

Nescafe’s Latest updatesHere we will give our consumer a latest update of the world.These updates will have a different TAG’S. Like Politics, Business, Celebrity, Sports, movies etc.So consumer can get their news based on their respective area of interest

Cont..

flavor of the MonthAs Nescafe have huge range of product. So the whole concept of having this applications is to know which is the most widely used flavor in the month. And what else could be done to improve other product better.

Coffee MadnessBasically coffee madness is the open forum for all the user of coffee. The concept of this applications is to know how differently and madly consumer make different flavors of coffee and how innovatively consumer will play with the flavors. Here winner will be given a reward.

Coffee pollsThis is the very simple applications live others where will put up such topics related to business, entertainments, Sports , politics etc. where user will have a two options like and dislike. So consumer will rate the topics bases their opinion.

THANK YOU