Brand Life cycle- Nescafe

Nescaf is a gull of instant deep brown made by Nestl. It comes in many contrasting output forms. The name is a portmanteau of the words Nestl and caf. Nestls flagship powdered deep brown product was introduced in Switzerland on April 1, 1938. a fault introduced by the Nestl company, so-and-so be traced back to the 1930s.FIRST STAGE LAUNCH OF THE BRAND.Nescafe launched under the umbrella pit of draw close. It offers its buyers premium roasted deep brown. The strategy that Nescafe took was to offer a distinguish able-bodied and advance smack of umber at an afford fit price. It was start-off launched in India in Delhi. Initi entirelyy it targeted the housewives and office goers. Therefore they first studied he just ab by effective places to come on it in. Then came the various mediums through which they result promote it. Nescafe right from the launch has come up with various TVCs. Television advertise is the most(prenominal) effective way to maintain the label aw a rness and gain a mass audience at one time. By creating advertisements it was able to reach its potential and target audience. Whether housewives or working professionals all welcome access to a television. It had been portrayed as a drink to drink down your day with and getting rid of tiredness, fatigue, sleepiness and providing a superior and variant taste.The provoker had a niche look and feel to it, yet priced reasonably. Nescafe to a fault targeted Offices and big enterprises where they exclusively put vending machines. This not only change magnitude the consumption of coffee but besides helped in the promotion of their bell ringer. And pot were so impressed by the taste that they would also purchase it for al-Qaida so in turn their sales increased. We have also seen such(prenominal) vending machines in Malls and cafeterias. This way more(prenominal) and more hatful were able to taste the brand and in turn it created brand awareness. It also propagate brand aware ness through print media, lot of briskspaper and magazine publisher advertisements. A very important aspect for the growth of the brand was its upgrade brand- Nestle. By the time Nescafe launched in India Nestle has a sinewy brand image amongst the audience andshared a relationship of trust and heritage.Therefore more and more people opted for the brand. As a product strategy they endlessly promoted the fact that they are giving its customers the beat selection of coffee and speed of light% pure that in turn became its USP. They also launched various types to cater to the different coffee l all overs- mild, rich, and espresso, instant and so on. This way they had captured the market. As for the pricing of the brand they kept it reasonable- not very low or very high. They knew that Indians are very economical and look for the best deals. Therefore providing superior taste at an affordable price will attract many. Nescafe also created junior-grade campaigns that would intrigue its customers- these campaigns were seen on television and even through print media.These campaigns worked towards creating a stronger brand image. As though to make Nescafe synonymous to coffee. One of their most popular campaigns being the Nescafe Red Mug. Even today we all can associate Nescafe with its signature red mug. What more they even gave out these mugs as freebies with coffee bottles.Similarly they provided shakers for making cold coffee and etc. For the new flavours of coffee, sample sachets were distributed. In the beginning any company needs to lapse a substantial amount of money and time in strengthen their brand image amongst the masses and creating maximum brand awareness whether its through pricing or promotion. Nescafe has employ all possible mediums in doing so and today it has emerged as the Market leader.SECOND STAGE- MATURITYFor a brand adulthood is that leg when the people are fully aware of the existence of the brand. With this comes in its competitor brands. For Nescafe thankfully there hasnt been much competition in the Indian market except for Bru. Bru is under HUL and entered the market shortly after(prenominal) Nescafe. It also claimed to offer high quality coffee. Brus USP was that was Indias largest coffee brand. Bru targeted almost all sectors of audience, even the younger generation. Its ads and promotion was more customer centric. It talked more about bonds and emotions indeed captured a lot of attention. At such a stage Nescafe had to remind its customers of its presence. Nescafe as a brand has already created awareness therefore what they did was tried to connect with its audience.There was no need opromote the product anymore as people were already aware of it and similard it. So what they did was got create campaigns where people could cite with the brand. Nescafe indulged into below the line promotion like celebrity endorsements and sponsorships. In their late(a) ads they have got popular actors endorsing the b rand and promoting the fact that they too drink a cup of Nescafe everyday whether in between work or over a conversation. One of their lastest campaigns being to know your neighbours.This campaign doesnt really talk about the goodness of Nescafe or coffee. It concentrates more on bonding, relationships and how coffee can be a conversation starter. They had actors like Deepika Padukone endorse it therefore this also fulfilled their aim at targeting the younger generation as well. They have also entered into social marketing with such campaigns- through facebook, cheep and of course its own website. Nescafe as also opened cafeterias and coffee lounges therefore giving its customers a complete coffee experience. They have also cleverly targeted the places in which these cafes will be opened. Places which are in occlude proximity to colleges, offices and malls will attract maximum number of customers. Strategies like these were used just to keep the brand alive and sustainable in the minds of its customers.THIRD STAGE- DECLINING STAGENescafe has hush up not reached a declining. It is still the market leader and has a strong presence in the minds of its customers. If at all it ever reaches a declining stage it must recover by the following methods- When a brand reaches a declining stage it means that it has lost out to other(a) competitor brand on the basis of quality ,taste, variety, promotion etc. So first stage is to identify the cause and then work upon it. If its quality or taste they must improve upon it and relaunch it to let its customers know that the new product is better,tastier,richer and so on. It can launch a variety of new products- this will excite the customers and they will have something new to look for to.Tying up with other brands- Maybe Nescafe can tie up with other brands under Nestle and promote itself with it. Maybe by giving its customers attractive offers. bundle the two products and selling it. Buyers are always economical and lookin g for thebest deals. So maybe the company can give discounts and other sttractive offers like buy one get one, 20% more.etc. Make impudently TVCs and emphasise on brand heritage since its an old brand.