TARGET GROUP

Urban
area

Age > 21

SEC A

Drink tea

CREAMY

Decision
makers

Consumer
Insights

TASTE

PREFER
-ENCES

RELEVANT INSIGHT

I need to take control of my life

I like to add powdered milk with milk when I make tea

I use condensed milk made of milk powder to make milk
Shakes, sweets, it makes them tastier
I love the taste of powdered milk alone
Everything else constant, consumer taste preference result:
4 out of 5 people choose tea prepared with milk powder
I hate malai so I chose powdered milk for my daily routine
I feel normal milk is healthier, organic and sugar-free
Powdered milk cant be used for anything else (like curd)

People today feel they are being driven by what is around them
other people and situations. It is time they took control of their
own lives.

In the fast lives that we have become accustomed to today, we miss out on the special moments of life: the smile on your moms face
when you ask her how she is, the satisfaction you get when you can fit into a pair of trousers which earlier didnt fit you.
Make Every Day Special Making Every Day Special is a campaign about noticing these smaller things in life and making the day everyday special.
The campaign aims to encourage people to try something new and make resolutions to move to a better life.

THE CAMPAIGN

TG: Walkers who love tea

Make EveryDay Special

TG: Housewives who

love to be special

Identify prominent
societies to set up kiosks
Encourage housewives to
take part in competitions
based on Nestl Products
Entries to be submitted
through smartphone(iOS,
android), Website, IVRS
Physical leaderboard at
kiosk & digital
leaderboard on app
Winner gets to host a
kitty party for the society
sponsored by Nestl

Duration: 1 Month
across 7 metros

My Special
Walk with
Nestl
EveryDay

Identify popular leisure parks around the 7 metros

Set up Nestl kiosks where Nestl Taste-Makers offer a tea
demo to morning joggers, evening leisure walkers/strollers
for 3 days
On 4th day, joggers are encouraged to make their own tea
Click photos of consumers, and tag them on Nestl FB
page create hash tags

Duration: 1 Month across 7 metros

My Special
Kitty with
Nestl
EveryDay

TG: Working Professionals

My Special Cuppa
with Nestl
EveryDay

Add an EveryDay to your cup

To induce trials in working professionals,
we will place a bowl of EveryDay sachets
near the tea making machine used by the
them on a regular basis.
There will be a notice that says Add a
sachet to a cup of tea to make it Special!

Duration: 1 Month

Business Plan
Morning Walks

Timeline

Number of kiosks in a month: ~5001

Cost of one Kiosk Setup: Rs. ~3000
Spend on tea in kiosk: 1650-1700/day
Total Cost of the campaign : 23,25,000-23,50,0002
Number of people reached: ~31,0003

Week 1

Week 4

Week 5

Week 6

Week 7

Invite people to put theirs

Winners of best moments
Launch Mobile App
Mobile App run
Kiosks
Kitty parties
SEZ

New
Delhi
Pune

Data on cities

Mumbai

SEZ
Number of offices covered : 20
Avg tea consumption : 3 cups per day
Avg office size : 500 people
People who will use milk powder : 10%
Total Cost of campaign: ~1,50,0005
Number of people reached : ~5,0006

Week 3

Launch of My Everyday Special Chai moments

Kitty party campaign

Cost of a kitty party: ~4000/ ~15 people
Number of parties in a month : 70
Total cost of the campaign: 2,80,000
Number of people reached : 1000-11004

Week 2

Bengaluru

*All calculations and assumptions are shown in the appendix

Cities
Chennai
Kolkata

Hydera
bad

Population of the
cities (2011)

7.88 crores

Target Population
(SEC A)

10-15%

Population over 14
years of age

65-70%

Worst Case

Most Likely Case

Best Case

Conversion rate at 1st level

5%

Conversion rate at 1st level

10%

Conversion rate at 1st level

15%

Conversion rate at 2nd level

2.5%

Conversion rate at 2nd level

5%

Conversion rate at 2nd level

7.5%

Revenue

95.65 lac

Revenue

214.41 lac

Revenue

356.31 lac

Margin (20%)

19.13 lac

Margin (20%)

42.88 lac

Margin (20%)

71.26 lac

Number of people reached

~37,000

Number of people they influence

5.57

Conversion rate among people reached directly

10%

Conversion rate among people influenced at 2nd level

5%

Repurchase Rate

49%

From reached, ratio of people in household to singles

85:158

Avg. number of cups of tea for people in household

Avg. number of cups of tea for singles

1.5

Revenue

2.144 crore9

*All calculations and assumptions are shown in the appendix

Total cost of the campaign is

around ` 28 lac

Margin is taken to be ~20%; EBITDA

margins for Nestl are around 20%
In the worst case, the cost can
not be recovered in a year
through the campaign

Digital Campaign
Initiation

March end : Nestl to upload 5

#MyEverydaySpecial Moments
Release video, FB coverpic
#MyEverydaySpecial
Encourage people to post their
own special moments with tea
and how something small can
make a day special.

Re-Engagement

App-Launch

Release of uploaded videos

based on special moments
uploaded by users
Winners of best entries given
goodies

Release of app - EveryDay

Special.
Putting app QR code on Nestl
Everyday product package

Updates on the On- ground

campaigns including kiosks and
kitty parties as well as little
write ups from winners about
how Nestl made their day
special

Encourage downloads by
sending goodies to registered
users
Publishing of results and
sharing of videos

Mobile Arm
The consumers today dont feel in control of their life. Our app Everyday Special helps them in
keeping their resolution through a group effort strategy.
The resolutions can be shared with friends and family through Facebook and people can be
challenged as well. This makes it more fun and easier to do new things and keep resolutions.

App Prototype
*For other app screens please refer to appendix

Appendix

Number of Kiosks in a month = Number of places per city where Kiosks are set up * Number of days per Kiosk
* Number of Cities = 10 * 7 * 7 = 490 = ~500
2 Total Cost of Kiosk Campaign = Cost of producing tea + Cost of Kiosk operation
Cost of producing tea = Number of Kiosks * Number of cups of tea per Kiosk in a day * Cost per cup= 500 *
500 * (100/30) = Rs. 8,33,333 = Rs 8,25,000 Rs. 8,50,000
Cost per day per Kiosk = Cost of producing tea/500 = Rs. 1650-1700
Cost per cup: 30 cups can be made from a pack of milk priced at Rs. 95 (~20% margin), so cost would be
around Rs. 76. It should be even less as cost of selling is also removed. Cost of tea for 30 cups should be
around Rs. 25-30
Cost of Kiosk Operation = Number of Kiosks * Cost per Kiosk = 500 * Rs. 3000 = Rs. 15,00,000
3 Number of people reached through Kiosk = Number of Kiosk * Number of cups per Kiosk / Number of cups a
person drinks during the week of operation = 500 * 500 / 8 = ~31,000
4 Number of people reached through kitty parties = Number of Kitty Parties per city * Number of cities *
Number of people per party = 7 * 10 * 15 = 1050

Total Cost of SEZ Campaign

= Number of cups of tea people drink per day in an office * Number of offices * Percentage of people who will
use Nestl Everyday in their tea * Number of days * Cost of Nestl Everyday required for one cup of tea
= (500 * 90% * 3) * 20 * 10% * 22 * (75/30)
Number of cups of tea people drink per day in an office = Number of people in an office * Percentage of
people who drink tea* Average number of cups of tea a person would drink per day in office
= 500 * 90% * 3
Cost of Nestl Everyday required for one cup of tea
= Cost of Nestl Everyday pack without margin / Number of cups of tea that can be prepared per pack

Number of people reached through SEZ = Number of people in an office * Number of offices * Percentage of
people who will notice Nestl Everyday packs and have it on TOM
= 500 * 20 * 50%
= 5,000

Number of people influenced by a person

= % of people reached at first level who live in families * Number of people influenced by them
+ % of people reached at first level who live alone * Number of people influenced by them
= 85% * 6 + 15% * 2
= 5.4 = ~5.5

Among people reached, ratio of people living in households (family) to singles is taken to be 85:15
This estimate is based on the assumption that most of the people working in SEZ would not be living in big
families. Some of the people reached through morning walks also would be singles.

Revenue
Total number of people reached
= Number of people reached directly through the campaigns + Number of people reached at second level
= 37,300 + 30,700
= 68,000
Number of people converted
= Conversion rate at first level * People reached at first level
+ Conversion rate at second level * People reached at second level
= 10% * 37,300 + 5% * 30,700
= ~4,750
Average number of cups of tea consumed per day by people living in a family = 9
Average number of cups of tea consumed per day by singles = 1.5
Number of days for which a pack will be used by a family = 30/9 = 3.33
Number of days for which a pack will be used by singles = 30/1.5 = 20

A pack of Nestl Everyday costs Rs. 95 per which can be used to produce 30 cups of tea
Repurchase rate = 49%
Revenue
= Revenue from people who purchase once + Revenue from people who purchase regularly
= Number of people who purchase once * Price of a pack + Number of people buying regularly * Number of packs bought in a
year * Price of a pack
= (1 Repurchase Rate) * Number of people converted * Price of a pack + Repurchase Rate * Number of people converted *
Number of packs bought in a year * Price of a pack
= (1 49%) * 4750 * 95 + 49% * 4750 * (85%/3.33 + 15%/20) * 365 * 95
= Rs. ~2,14,41,000
Number of packs bought in a year by people purchasing regularly
= (Percentage of people living in families/ Number of days for which a pack will be used by a family
+ Percentage of people living alone/ Number of days for which a pack will be used by singles)
* Number of days in a year
= (85%/3.33 + 15%/20) * 365

Mobile App