Discarding the popular Nescafé jingle was a bad idea, the taste continues to get you started...
Nothing
wakes you up as Nescafé does – rightfully said and (as you’d agree) wholeheartedly accepted! Nescafé, one of Nestlé ’s internationally acclaimed beverage brands, catering to almost all segments of the market, has created an out of ordinary place in the minds of consumers globally and across the Indian sub-continent. Having sung its way to millions, Nescafé has established itself as a brand which is impossible to forget! Yes, its once popular jingle may have become scarce of late, but its Indiacentric strategy remains intact. And to further stem its position in the face of growing competition, during early 2006, the coffee-maker introduced a new variant of its instant coffee mix – the Nescafé 3-in-1, which was lapped up by consumers as ‘the perfect cup of coffee – no matter what’. After its twopronged strategy of opening Café Nescafé in early 2000s and after its last year’s strategy of targeting institutional buyers (cleverly leveraging the growth in office space), this was the next best thing from the company. Its brand strength has remained intact due to its continued endearment to the youth. However, the brand has lost some of its sheen, as the company has voluntarily curtailed its visibility in the mass market and its fresh commercials no longer retain the once ubiquitous jingle. Aggressive campaigns by HLL’s ‘Bru’ has also caused the slump to some degree.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
For More IIPM Info, Visit Below....
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Nothing
wakes you up as Nescafé does – rightfully said and (as you’d agree) wholeheartedly accepted! Nescafé, one of Nestlé ’s internationally acclaimed beverage brands, catering to almost all segments of the market, has created an out of ordinary place in the minds of consumers globally and across the Indian sub-continent. Having sung its way to millions, Nescafé has established itself as a brand which is impossible to forget! Yes, its once popular jingle may have become scarce of late, but its Indiacentric strategy remains intact. And to further stem its position in the face of growing competition, during early 2006, the coffee-maker introduced a new variant of its instant coffee mix – the Nescafé 3-in-1, which was lapped up by consumers as ‘the perfect cup of coffee – no matter what’. After its twopronged strategy of opening Café Nescafé in early 2000s and after its last year’s strategy of targeting institutional buyers (cleverly leveraging the growth in office space), this was the next best thing from the company. Its brand strength has remained intact due to its continued endearment to the youth. However, the brand has lost some of its sheen, as the company has voluntarily curtailed its visibility in the mass market and its fresh commercials no longer retain the once ubiquitous jingle. Aggressive campaigns by HLL’s ‘Bru’ has also caused the slump to some degree.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
For More IIPM Info, Visit Below....
IIPM - Admission Procedure
Google goes ‘trendy’
Water water, nowhere
Feel like god, do You?
IIPM, GURGAON
‘Chai’ or ‘thanda’ what’s the global funda…
Harry Potter and the India story
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