COMMUNICATION STRATEGY

FOR
DBS INDIA

HAUNTER
ADVERTISING

Group 9
Ragini . (E002)
Divyansh Raj (E042)
Prathamesh Shetty (E052)
Harsh Tewari (E057)
Pushkar Vadkhalkar (E061

HAUNTER

SITUATION ANALYSIS
INDUSTRY OVERVIEW
India- Sixth largest coffee producer
85% of Indias total domestic consumption is by 3
southern states

1700 Cr.
market
size

Brand
promises over
the years

Behetarein
daam,
behetarein
coffee

Brings out the

best in you

22 %
growth
rate

BRAND OVERVIEW
Available in 180 countries
5500 cups consumed every second globally.
Nescafe is the leader in India with 51.7% market share
Famous variants :
Nescafe Gold
Nescafe Sunrise
Nescafe Classic

GLIMPSE OF NESCAFE INDIA

STRATEGY

It all starts
with a Nescafe

Ho shuru har
pal aise, ho
shuru har din
aise

2 key benefits
of Nescafe

quality
instant
refreshment

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COMPETITVE REVIEW
Direct competitors

Coffee HULs Bru and Tata Coffee

Tea Tata tea, HULs Brooke Bond,

Society Tea, Wagh Bakri, Lipton,
Green tea variants by Tetley and
Lipton

MARKET SHARE OF COFFEE IN INDIA

Indirect competitors
Retail coffee outlets - Starbucks,
CCD, Barista, Tea Villa
Hot Soups
Ramen

Knorr,

Maggi,

Top

Hot Chocolate Cadbury Bournvita,

Horlicks, Complan, Boost

Smaller ventures like Narasus and

Indian Coffee House are slowly
gaining ground
Branded retail outlets like Starbucks
are banking on customizing in-store
experiences
New variants like green tea are
positioning as healthy revitalizing
beverages

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BUYER ANALYSIS
Smaller
consideration set
as only 3-4
options available
like Nescafe, Bru,
Tata Coffee and
local coffee
variants in loose
packets

Tier-2 and 3 cities

are low on
awareness due to
low marketing and
distribution
efforts

Lack of reference
groups or
advocators of
coffee as a
healthy drink or
an alternative to
tea

The Nescafe
buyers age group
15-55 years

Motivation to buy Instant

refreshment or
adding variety to
life

Millennials as well
as gen X have
started
consuming coffee
for refreshment

Trial has
increased
amongst affluent
class as also
through consumer
promotions like
free samples

Low and middle Affluent class

income groups and urban youth
Cost is a major
factor which leads to
sale of lesser known
brands and loose
packets by local
manufacturers

Strong brand
affiliation and
eagerness to try
new product
variants drives
decision making

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CREATIVE MARKETING
STRATEGY
Increase market share by 10 percent over a

Objective

period of 1 year.

Increasing brand
awareness by 10
percent.

Message Strategy
Emotional Appeal
Functional Benefits

Increase market
penetration in Bru
dominated cities.

Message Appeals
Stimulate Excitement
Alertness ,
youthfulness

Bottom-line
improvements by
targeting tea
consumers to drink
coffee

Message Execution
Nationwide
Campaign
Channel
Integrations

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NATIONWIDE CAMPAGIN
NESCAFE BASEMENT

To promote young
musical talent

pick 25 young
musicians from
Cities : Delhi,
Mumbai, Chennai,
Bangalore,
Kolkata,
Hyderabad

Top 25 Mentored
by ShankarEhsaan- Loy
keeping in mind
their association
with them

potential tieups with a

radio station
to promote
the budding
artists and
the show

Objectives Integrations

Channel Partner

Sharing of #Nescafemoments by
participants
Central message of campaign Why tea
when you can coffee

Channel V to go with the youth- oriented

image of the show.
Integration with Radio and print media

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TV ADVERTISTEMENT AND SALES PROMOTION

TV ADVERTISEMENTS
Example We will feature an average office goer drinking
tea daily and having a hectic office life where he feels
very dull and boring. But one day his wife gives him
coffee and then he is all active all day
a well-thought-out,
properly targeted
promotion prompts
customers to try
coffee like

Sales Promotion
Samples or trial offers
to provide a low-risk
way to try new
products or services

Events or experiences
to generate crowds,
enthusiasm, sales,
publicity

Get stories from users on social forums

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SOCIAL MEDIA- LEVERAGE

#NESCAFEMOMENTS
Facebook/Twitter -The stories collected
from our influencers will be used to invite
entries across social forums. 5 of the best
entries of the day would make it as
pictures with the content on it for the
next day
Instagram- In the age of
#instamoments we would invite entries
about #nescafemoments via hashtags
on Instagram. The best selected pictures
out of the hashtags will later find space in
that weeks Nescafe Basement. The show
would have a marquee of these pictures
during the first and the last 10 minutes.

Reward- for the best entries that

received from MyNescafe
Moments. The idea is to bring back
the nostalgia in the form of
something tangible for someone you
love. All the entries received will
later be compiled in the form of a
coffee table book under the tag My
Nescafe Memories that would be
sent across to the winners

BUDGET ALLOCATION &

MEASUREMENT TOOLS
Cogniti
ve
Affectiv
e

Ads shown prior to movie screenings. Post

movie, reviews can be taken to see the recall
Magazines and print Ads can be evaluated in
a similar fashion by having a short
questionnaire after a week of reading
Response tests at Malls, Events, Gatherings
etc
For a targeted population, having depth
interviews to gain particular insights on new
initiatives

HAUNTER

Interactive
Media
Evaluation
Page likes,
shares,
retweets

Mentions on
social
networking
sites

Total Budget : 10 Cr

Television : 35 %

PR evaluation:
Number of hashtags trended
Social media mentions
Favorable posts and coverage by alternate
media channels

Respondent Behavior Evaluation

Number of app downloads, Favorability of
opening an account post experiential
marketing campaigns

Increase in
Youtube
views

New customer acquisitions, increase in

average time spent on the app, average
ticket size monitored territory wise on
monthly basis

Digital : 25 %
Experiential : 20%
Print : 4%
Others : 6%