NAME: NARENDRA KUMAR SHAKYA; ROLL NO.

2015PGP030;
INSTITUTE: IIM SAMBALPUR;

SOCIAL MEDIA (NESTLES NESCAFE)

INDIVIDUAL ASSIGNMENT
STUDENT NAME: NARENDRA KUMAR SHAKYA

QUESTION 1: INTRODUCTION
Brand name: NESTLE (NESCAF) (https://www.nestle.in/ )
NESTLE India is a subsidiary of NESTLE S.A. of Switzerland. Nestle India group
is consisted of eight factories and one large co-packers. Nestle India insists
on honesty, integrity and fairness in all aspects of its business and expects
the same in its relationship with every business partner (customer to
shareholder). Nestle known for providing their offering at par of global
standards. Due to its customer-centric approach it has earned the trust and
get respect of every section of society in India. Nestle mission of Good Food,
Good Life is to provide a wide range of Food and Beverages Categories to its
consumers in term of best tasting and most nutritious choices as compare to
which are available in a Market. Nestle has over 2000 brands and its
products consumption rate is over a billion units in a single day in whole
world.

NAME: NARENDRA KUMAR SHAKYA; ROLL NO. 2015PGP030;

INSTITUTE: IIM SAMBALPUR;

Product & Service offering /USP: Nestle India give its customer a wide range
of offering such as Milk product and Nutrition, Beverages, Prepared Dishes
and cooking aids, to Chocolates and confectionery.

Nestles Social Media Presence: Nestle have a good Social Media

Presence on various available major platforms.
SOCIAL NETWORKING:
FACEBOOK: https://www.facebook.com/Nestle.India
MICROBLOGGING SITE: https://twitter.com/nestleindia
CONTENT SHARING: https://www.youtube.com/user/NestleIndia
https://plus.google.com/116254404804374326254/videos
On Twitter give information of iconic brand packaging as well as give
information of CSR (Corporate Social Responsibility) Programmes to its
customer
@MaggiIndia
@KitKatIndia

@NESCAFEIndia

To Support #EducateTheGirlChild with @NanhiKali

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NAME: NARENDRA KUMAR SHAKYA; ROLL NO. 2015PGP030;

INSTITUTE: IIM SAMBALPUR;

2 BRAND PERSONA

@NESCAFEIndia

BRAND PERSONA: R Js Rishi story, where he addresses his listeners at

5:30 am from the FM studio, wearing a bright smile on his face and holding a
mug of Nescafe. Although he knows that no audience listen to him at 5:30
am. He has done his job with full of enthusiasm and give deals of freebies to
their regular listener and at last every effort to awake his YOUTH audience
goes in vain. RJ RISHI take his shows to forward in anticipation of listeners
call him with help of taking SIPS of Nescafe and speaking an interesting
script "Din kariye shuru, dil halka karke guru... man ki saari bhadaas yahaan
nikaliye, number ghumaiye... kyunki humein koi nahin sun raha..." (Let's start
the day with a light mind and call me to get things off your chest as no one is
listening to us). Just after speaking these lines call from his one listeners.
Nescafe has been releasing ads which are youth centric, with the target
customers age group 16-24 years, ambitious and aspiring youngsters, who
have the intrinsic desire to succeed in their respective desired domain. This
ad is a part of # Stay Started Campaign of Nescafe.
BRAND PERSONALITY TRAITS: Ambitious (Functional as well as
Aspirational young people), Youth, Social, Connecting Dots for getting
solution of problem, Todays youth are more motivated their role models,
Undying Passion, Perseverance and Patience for attaining goals.
VOICE OF BRAND PERSONA: Engaging with target customers, friendly,
socially relevant to target customers, it communicated through every
possible digital and traditional platform such as Facebook, YouTube, Twitter,
Television ads, and Radio FM.

3 SOCIAL MEDIA OBJECTIVES (NESCAFE)

The following are some of NESTLE(Nescafe) business & social media
objectives, as well as an explanation of how social media plays into their
achievement:
BUSINESS OBJECTIVES: Nestle objective are as sales volume increase, lost
budget cost allocation for marketing, Demand of products increase in
markets, Market Share increase and Profitability increase, customer loyalty
increase etc.

SOCIAL MEDIA OBJECTIVES AND EXPLAINATION: Live ads of Nescafe

recorded and edited into You Tube videos, explaining the message of life
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NAME: NARENDRA KUMAR SHAKYA; ROLL NO. 2015PGP030;

INSTITUTE: IIM SAMBALPUR;

without compromise and the connection to the convenience and great

quality of Nescafe products. For promotion, of Nescafe all live ads of Nescafe
uploaded to Nescafe YouTube channel called Nescafe- Life without
compromise. The You Tube channel Nescafe video would then be shared by
various social media platforms and consumers. These videos also be shared
through Nescafes Facebook page to leverage on the high volume of traffic it
already experiences. Reduced gap between brand and customer through its
brand as display on various digital media platform
A community Management Innovation (CMI) Concept was developed to
enhance engagement level that turn into loyalty. Main point of CMI concept
was inactive fan base convert into group of brand loyalists.
Strategy applied in 3 parts:
A) Facebook engagement more on Fans feed not on brand image, Nescafe
had to create compelling status messages that would gain good word of
mouth and end up with more visibility to fans.
B) To create peaks of excitement within the Facebook Pages, share activities
through various application to aid in more involvement.
C) Fan would get a point whenever they engaged with the application
On apply this strategy Virtual caf was come in existence. Share of video
content move from one fan to other fan and it ultimately turn into market
buzz in favor of brand. At the end of this digital ad campaign things come out
Due to engagement, 97 % of fans surveyed, are accept after engaging with
the brand on Facebook they take coffee. FB fan following was 1.6 million
which was more as compare to global Nescafe fan page.

4 TARGET MARKET AND MEDIA HABITS

1.Occupation: Student age (15-23)
Life style:

Busy

Density:

Urban

Personality:

Ambitious, outgoing

Occasion:

Seasonal (at exam times)

Benefits:

Convenience

User status:

Potential user, Regular user, First time user

User Rate:

Light User
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NAME: NARENDRA KUMAR SHAKYA; ROLL NO. 2015PGP030;

INSTITUTE: IIM SAMBALPUR;

Loyalty status: Medium

2. Occupation: Professional Age (23-31)
Life style:

Western

Density:

Urban

Personality:

Inspired, outgoing

Occasion:

In the mornings

Benefits:

Quality

User status:

Regular Medium user

User Rate:

Medium user

Loyalty status: None, Medium, strong

3. Occupation: Managers age (45-60)
Life style:

Hard worker

Density:

Urban

Personality:

Ambitious

Occasion:

Regular

Benefits:

Speeds

User status:

Regular users

User Rate:

Heavy users

Loyalty status: Attitude towards products: Indifferent

MEDIA HABITS
Digital ad campaign: WIN A BIG START FOR A FRIEND campaign launched
by Nescafe in 2015.The scheme of ad is giving a chance to consumers
nominated friend or any relative who want a great start to their day and
nominated person receive several surprises from the brand, caught on film.
The ad campaign try to positioning of Nescafe is your morning partner and it
is the best way to start a day by taking the sips of Nescafe. Live ad video
Unlucky Dave and Catherine, received over 11 million viewership on
YOUTUBE channel as per claim of brand. Shares of Daves Video was 1200 in
first 24 hours and Catherines twitter engagement rate was 112,192, as per
brand claim. Olivia Lumley, brand manager for Nescafe original in one
interview gave a statement Ultimately, if our audience are enjoying the
campaign to a degree that they like and share and engage on social
5

NAME: NARENDRA KUMAR SHAKYA; ROLL NO. 2015PGP030;

INSTITUTE: IIM SAMBALPUR;

platforms, this demonstrates the campaign has been successful for us. First
digitally-led campaign from a media perspective, it was important that
Nescafe get attention from social media platforms rather than another
media. We are continuing to create content that our consumers can engage
with social media campaign and share social media content of brand among
their friends.

5 COMPETITORS ANALYSIS
Main competitor of Nestles Nescafe is Super Coffeemix Mfg Pte Ltd. and its
main brands are Owl and Super. Both competitors are in instant coffee
category.
In terms of retail volume

In terms of retail value

NAME: NARENDRA KUMAR SHAKYA; ROLL NO. 2015PGP030;

INSTITUTE: IIM SAMBALPUR;

POINT OF PAIRITY (POP)

Features

Quality ingredients
Diversity in product
lines
Easy and Quick to
prepare
Affordable

Super Coffeemix Mfg

pte Ltd. (Super and
owl)

Nestle Singapore
(Nescafe)

POINT OF DIFFERENTIATION (POD)

Features

Geographical
Dominance
Focus and engagement

Super Coffeemix Mfg

pte Ltd. (Super and
owl)
Super: Chinese
Owl: Asian coffee
Super: Quiet, Individual
moments that inspire

Nestle Singapore
(Nescafe)
International status and
recognized with
western influence
User experience as tool
for involvement of
customer
Sense of bringing
together and Sense of
Well-Being

NAME: NARENDRA KUMAR SHAKYA; ROLL NO. 2015PGP030;

INSTITUTE: IIM SAMBALPUR;

PLATFORM USED BY SUPER COFFEE MIX

URL

Fans/Follow
ers

Platform

Website

www.supercoffeemix.net

Faceboo
k

https://www.facebook.com/pg/SuperCoffeemix156867197768416/about/?
ref=page_internal

Last week
Likes 3000

LinkedIn

https://www.linkedin.com/company/s
uper-coffeemix-ltd-?t

14

Key
Business
Objectives

Info of its
products
and its
organization

YouTube

25000

Community
building &
engagement,
customer
research,
advertising &
awareness,
lead
generation,
customer
service,
outreach

Advertisem
ent; Buzz;
Awareness;

About Super coffee mix is that it uses digital marketing but mainly target
ASEAN COUNTRIES and if it uses digital media for other countries to promote
its products then it social media content in their local language and
understand native country culture also.
Super Coffeemix more depend on Traditional marketing and shift to digital
marketing as like Nestle Campaign of Nescafe Brand Consistency is not there
in social media platforms. Nescaf campaign by the social media help in
more engagement with customer and Super Coffee mix presence on social
media is negligible as compare to Nescafe.

6 PLATFORMS
Nescafe used various Social Media Platforms for capture major market share
of instant coffee.
Platform

Reason for

Target
8

Key Features/Tools

NAME: NARENDRA KUMAR SHAKYA; ROLL NO. 2015PGP030;

INSTITUTE: IIM SAMBALPUR;

Face book

Google+

You Tube
Vimeo

Twitter

Choice
More and easily
Customer
engaged
Advertising
Awareness
WOM/Loyal
customer sort
out
Wide reach of
message
delivery rate.
Search engine
recognition,
Flexibility,

Audience
Age group
bands between
15-45 group,
STP of brand is
easy on
Facebook
Target
marketing
Age group: 2534-year-old
Male users are
more
Google traffic is
more on google
plus by use
social media

to use

Story-telling
(YouTube);
Audience profiling
& research; Visual
branding WOM;
Advertising &
awareness;
Communication &
outreach;
Advertising &
outreach; SEO
Brand
Ambassadors
followers is easy
target Influence &
thoughtleadership;
Community
building &
engagement;
Customer
feedback &
research; Sales &
lead generation
Customer serve;

Men or women;
15-25,25-35,3545 age groups;
educated user&
employed user;
urban-dwellers
Tech savvy
people

Self-promotion
through video
content;
Competitions; Video
embedding;
Promotion through
video/ reach/
display/ mobile ads

Men or women;
age groups of
15-25,25-35,3545; college going
students &
educated users;
geeks &
specialists;
mostly urban.

Campaigns &
competitions; Direct
Messages; Promoted
tweets; Tweets/Retweets/Replies/Menti
ons/

Facebook page;
Facebook Insights;
Timeline; campaigns;
Targeted ads; Apps

Google+ page;
Circles; Events;
Authorship

NAME: NARENDRA KUMAR SHAKYA; ROLL NO. 2015PGP030;

INSTITUTE: IIM SAMBALPUR;

On Screening of each social media platforms used by Nestle for Promotion of

Nescafe I found out that every social media has its own positive and
negatives but getting mass consumer attention and their high level of
engagement is depending on mix used of various social media platform
because every social platform negatives is nullified by its alternatives. During
Nestles Maggi crisis, Maggi return in market by using these social media
platforms and return on its growth rate path. Nescafe aid in management of
Maggi crisis to some extent.

7. CONTENT AND ENGAGEMENT PLAN

Nescafe claim that it is the first global brand which shift from traditional
website to Tumblr. To crediting the blog-heavy platforms co-creation and
user generated content as the key drivers for involvement of customers
Tumblr helped ease consumers into being inspired to buy. If a consumer
searches for Nescaf, its easy to find our products and have a good
experience by being in a safe and trusted environment, making it easier to
buy.
Nescafe always use every occasion of celebrations whether it is Fathers Day,
Mothers Day or any other day and ad themes are also change as per
occasions due to this brand association easy with customers.
Nescafe ad always associated with youngsters, passion, music in life
(paparapara sound) this sound is fit in memory of our time youngsters
because we are people who used to of online music and Nescafe ad
campaign team is expert in creating these types of live ads.
Co-creation, Story-telling, Emotive themes in ad, socially relevant
these features always present in ad of Nescafe.
With the help of Data analytics get useful insight of consumer behavior from
various sources of data which is generated during the social media usage.

8.CHALLENGES AND CONSIDERATION

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NAME: NARENDRA KUMAR SHAKYA; ROLL NO. 2015PGP030;

INSTITUTE: IIM SAMBALPUR;

A. Target relevant data from where we get useful information of consumer

behavior so, we have a team of good data scientist.
B. Trends on Social Media is frequently changed so Nescafe social media
tactics and strategy updated as per the requirement of market dynamics.
C. Health drinks and Instant coffee such as Nescafe is so close in term of
stimulant/energy enhancer So, Nescafe ad should always be differentiated by
ad promises and ad content because unnecessary edge to health drinks
makers if social media ad team miss this point.
D. As much as avoid from the trap of misnomers.
As a Mexican says Nescafe no as caf Nescafe is not Coffee
Before upload any ad of Nescafe on social media should be thoroughly
checked by Local ad team. So, customer segmentation, targeting and
positioning of customer is not easy on social media but if it is managed well
then it would be more cheaper way of marketing.
E. Take video optimization and YouTube channel architecture seriously.
F. Apply branding consistently, intelligently and methodically.
G. Adding more content is more important than adding more channels.
H. Strategies to avoid making costly mistakes online.

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