Advertisement of Nestle Everyday

Muhammad Siddique
Faizan Butt
Ahmed Ali
Abrar Ziarat
Sarah Javaid
Maryum
Khadija Manzoor

Executive summary
Our Group has worked on advertisement of Nestle Every day. We
worked to form an effective executable advertising plan for our
brand. We used DAGMAR approach while setting the objectives
and communicate our message to target audience through
various tactics mentioned.
We also set different objective of advertising for everyday, which
include attractive ads, creating awareness our innovative product
design, through this attractive ad we can enhance our sales and
attract different types of people whether they live in home or
away.
We apply different strategies to hold existing as well as other
consumers of our brand through additional new flavors and
attractive packaging. We use different tactics to grab the
consumer attention and attraction through advertising campaign
in different places and organize different events through on the
wall and off the wall media to make campaign successful.
We can enhance our product in different northern areas and
Baluchistan, we can collaborate with Lipton and supreme tea, and
also use celebrity endorsement in our advertisement.
(Ahmed Ali)

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The advertising Plan:

The advertising plan consists of the following main elements:

How the product can meet consumer needs

How the product will be positioned in the ads
Copy themes
Specific objectives of each ad
Number and sizes of ads

DAGMAR Approach to setting objectives:

A marketing approach used to measure the results of an
advertising campaign. DAGMAR is an
acronym: Defining Advertising Goals
for Measured Advertising Results. The approach involves setting
specific, measurable objectives for a campaign to determine if
specific objectives were met. Specifically, DAGMAR seeks to
communicate a specific message through four steps:
Awareness - making the consumer aware that the product
or company exists.
Comprehension - letting the consumer know what the
product is used for
Conviction - convincing the consumer to purchase the
product
Action - getting the consumer to actually make the
purchase
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(Maryum)

Objectives of advertising for Nestle Everyday:

Main objective is to enhance the brand image of Nestle
Everyday through powerful positioning using creative ads
and creating awareness of the tic tac (tablet) package of
everyday as well as a new flavored tea whitener. Mainly, it
would enhance its image as being a more convenient
product for instant usage and portability.
Effective and informative advertising campaigns leading to
impulse sales to encourage greater frequency and quantity
of usage. (comprehension)
Convert other brand users to Everyday users and also
communicate to the non-users of tea whiteners
(conviction)
Make steady customers out of occasional ones (conviction)

Strategies:
Our strategy will be to hold the existing users of nestle everyday
as well as convert the non users or the users of other brands to
our product by Announcing a special reason for buying
now.
1. Firstly, it would be an addition of new flavors which are
ginger and cardamom, which would boost up the interest of
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consumers to try it. As people will have a new image of the

product other than traditional tea whitener, it would add a
great deal of experiencing new flavors.
2. Secondly, introducing a new packaging of Nestle everyday in
our ads. Other than the packets and sachets being
previously used, the new addition will consist of a more
portable and instant package the tic tac pack. This would
be the tablet form of everyday hence facilitating instant
usage and can be easily carried everywhere.
3. Positioning strategy will reflect the image of Nestle every
day as a home based product with creative ads designed in
home environment as a perfect cup of MAA K HAATH KI
CHAI.
4. Moreover, the tic tac package will be advertised in hostels
and office settings where students and people who work will
be portrayed missing their mothers cup of tea and finding
everyday as a perfect alternative.
5. Advertising will include sales promotions i.e. For 1kg pack we
will offer 20 Lipton tea bags, similarly for 400g pack we will
offer 10 Lipton tea bags for free.
(Sarah Javed)

Tactics:
Advertising campaign:
A new advertising campaign will be launched for the
users and non-users of everyday to make people aware of
the updated every day products. For this purpose the new
flavored will be used during the campaigns as a tester in
sampling programs so that people can try it. Campaign can

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be conducted in colleges and universities, and public places

like parks or even in events.
Geographical Coverage:
As earlier groups suggested that Nestle Everyday should
be marketed in the rural as well market or we can say that
more populated cities and villages should also be targeted
for advertisement like KPK and Baluchistan should also be
that part of our campaign mainly major cities of each of
them to make more people aware about our brand and
provide our product and enhance our brand awareness and
image by trials and other media advertisement and our
brand should not be lemmatized to the urban zone.

Co-branding:
In the ads, Nestle Everyday can be co-branded with
Lipton tea by having a contract with Lipton and it will be part
of our coming campaign. For 1kg pack we will offer 20 Lipton
tea bags, similarly for 400g pack we will offer 10 Lipton tea
bags for free.

Celebrity endorsements:
We will use celebrity endorsements in our ad to make them
more attractive. Mainly, local celebrities will be a part of it.
Ad Settings and theme:

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Our ads will be basically family oriented, as this new

everyday tea whitener will set its positioning in customers
minds as MAA K HAATH KI CHAI.
These ads will be created in homes showing an image of a
home based product. Some of the ads will be made in hostels
and offices for the males who miss their homes and live or work
away from their homes.
(Khadija Manzoor)

Tactics to develop and execute our campaign

through different advertising sources (On & Off the
Wall Media):
Sources of advertising Nestle Everyday:
Channels (media):
We will use different mediums either used in the past to
create awareness in the market place. Billboards, TV ads,
radio ads will be our major consideration.
Television Commercials:
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Television ads will be major part of our campaign, as we are going

to launch a new ad (Mentioned at the end with new idea family
oriented) of our brand to increase consumption and we have to
work more on its ads in winters as a seasonal factor. We will do
heavy advertising in the period from November to March. And will
focus and advertise our brand in the morning shows by

sponsoring morning programs.

Sponsoring Morning Shows with Sanam Jung:

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RADIO ADVERTISEMENT:
In radio advertisement we will follow the same theme as that in
television advertisement but with brand name in the start to
capture and make a flow in our message and brand we are
advertising and we will try to deliver our brand on the radio
especially at early mornings. Radio is also main media to make
aware maximum number of people and radio will help us to reach
more people that of rural areas they are in more accustomed to
listen radio on daily basis.
BILLBOARDS:
To enhance awareness and target those segments which we didn't
targeted in the past we will be there and suggest the sales and
promotions and others working on IMC to go with trials to capture
markets and make positioning of our brand with POD's that of our
Nestle image and its consistent quality providing since three
decades in our country and will be an edge in our advertising and
ease to aware all with trials as nestle everyday has done it once
than by comparing nestle to other all (Nestle Everday v/s Other
milk powder) through a small cabin in different strategic location
of each city we would like to take the same idea in billboards it
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will not only help in making awareness but with trials our brand
sale will also flourish. Other than strategic locations of each city
main highways will be also source for us reach maximum number
of people.

Nestle Everyday as in collaboration with Airlines, Railways

and Hotels:
Nestle Everyday with its new flavors and taste will be in
consideration of maximum consumers and to reach them we will
use maximum possible ways. People traveling through airlines
railways will have a glance of everyday pamphlets to reach upper
middle all and for people staying in hotels restaurants during their
journey.
E-Advertising:

E-Advertising is also a tool organizations are using to enhance

their approach toward customers and we will also add our ad in
social media like that in Facebook, Twitter and similar. It will help
us to use Web 2.0 and get valuable feedback of our customers
and there complains and one of our team is working on it. We will
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use our strategies and objectives in E-advertising (our campaign

through social media as well) through tactics mentioned.
(Muhammad Siddique).

Off the Wall media:

We can use painted vehicles to advertise our product. Buses,
trucks and cars are completely decorated with Everyday printed
wrappers wrapped around the vehicles.
We can also use blimps for advertising especially in parks and
beach to grab the attention of the people.
(Ahmad Ali)

Our Commercial story line:

A commercial starts with a husband is sitting on a chair and
reading newspaper and suddenly he saw his wife coming out of
room and shes looking so pretty that husband stands up and
came near to her wife to admire her that how is she looking. But
suddenly husband smells something good and he got pulled by
that smell which was coming from kitchen. When he reached
there he saw his mother making Everyday tea. He sits with his
mother and enjoys the tea. While his wife still waiting for him to
come and admire her.
Maa Key hath ki chai
(Faizan Butt)
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Opportunities:
Nestle Everyday can be co-branded with Lipton tea by
having a contract with Lipton.
Increasing demand for healthier milk as a whole in which
Nestle Everyday will probably have an edge with its
company image since along.
To get market share in rural areas as well through our
campaign.

Challenges:
Some new communication activities (advertisements, radio
ads, print media) are required for Nestle Everyday as more
tea is consumed in winters.
Acceptance from new consumers.
Its a challenge to gain a market share in rural areas anyhow
how they are in more habit to have liquid milk.
(Abrar Ziarat)

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