Marketing survey: Nescafe

Extraits

[...] & Working females aged 25 – 35 yr. o. DSC08760DSC08757 Working males aged 18 – 24 yr. [...]

[...] Energy drink (Indirect competitors) try to uplift image to be younger. Caffeine is increasingly seen as unhealthy SWOT analysis Segmenting Area Bangkok UPC Gender Male Female Age 15-19 years 20-24 years 25-29 years 30-39 years 40-49 years 50 + years H/H Income Lower Middle Upper Occupation PMEBS White Collars Student Blue Collar Housewife/Retired/ Unemployed Base : Aged 15-55 years from ABCD income class Ref : Q53/T053D01, Q44/T044D01, Q45/T045D01, Q51/T051D01, Q50/T050D01 Source: Omnibus study Q Profile of P4W Users RTD Coffee % (N=157) PMBES = Professional Management Business Executives Demographic Functional Driver Emotional Driver Psychographic Targeting BRAND EQUITY INDEX We calculate brand equity by deriving it from consumers response to: % who claim that it is their favorite brand % who say that they will recommend the brand to somebody else % who state they are more willing to pay price premium relative to other brands ACNielsen Brand Equity Index produces scores in range of 0 - 10; the higher the better Brands with equity of 3 or higher are considered as strong brands Source : ACNielsen Winning Brands normative dataWeighted base of 96 brands (Coffee, Instant coffee) – Year 1/1998 – 10/2007; Countries – Asia Pacific Strong brands Only about 14% of brands command a brand equity score of more than are in the range 1.0 - of brands have an equity score of less than 1.0 Brand Equity Index 831464518348317283394981 “Who are Targeting” Research Design Methodology: Face-to-face, in-home interviews using random sampling Respondent Definition: Males and females aged 15-55 years from ABCD household income groups (15,000+ baht/month for Bangkok and 8,000+ baht/month for Upcountry) Are past 4 weeks users of any coffees confined to RTD, Instant (Pure soluble & Mixes e.g. [...]

[...] Our Team Members Planner Prasanpong Strategic Planner Amornrat Media Planner Creative Cécile Chenet: Creative Director Sarah Lenglart: Creative Director Client Service Tim Kirschsieper: Account Director Nina Voigt: Account Supervisor Emilie Dabou: Account Executive Sophie Boulanger: Account Executive Today's Agenda Ready to Drink Market analysis Competitors SWOT Segmenting, Targeting, Positioning Understand our target & the category Creative direction IMC plan Evaluation & measurement of campaign NESCAFE READY-TO-DRINK Market Analysis Top 20 Fastest Growing Categories 2007 Value % Growth No.10 + + RTD market size & growth % Market Share 2007 Category Overview RTD – big market with good trend & potential of growth Birdy is brand leader and Nescafe which is our focus is 2nd player Birdy Share Nescafe Share Birdy Share Nescafe Share Birdy Share Nescafe Share Birdy Share Nescafe Share Birdy Share Nescafe Share RTD Market Contribution (value) by Channel Weight & brand performance in each Channel Competitor Analysis Direct Competitors thailandenergydrink12 thailandenergydrinks10thailandenergydrink3thailandenergydrink11thailandenergydrink2birdy all Black Cat 12 THB 13 THB 15 THB img_aha_chocolate 20 THB Photo_D7Robusta 25 THB 18 THB Bircco AHA UFC GLAZE Photo_0024DSC08615Photo_GreenUFCCoffeeGlace' Coffio_EspressoCoffio_MochaCoffio_Latte Indirect Competitors BIRDY NESCAFE Product Variance Robusta Rich&Smooth Espresso Latte Market Share Coffee Milk Content 180 ML Price 12 Baht 78 Key Competitor Birdy Brand Brand Reputation Communication from TV/CF mainly affects consumer recognition towards the brand, followed by variety of product variants as well as strong/ intense taste and being RTD Coffee Brand authority of Birdy is quite clear as being “pioneer” (the first brand of canned coffee) as well as “popularity” (high availability in many shop type) In addition, as a result of brand communication, Birdy was spontaneously reflected the feeling of fun and friendship Brand Image/ imagery Birdy brand image is clearly stated for both functional and emotional benefit Function  Efficacy :strong, stimulating, refresh when being stressful, for labor work Emotion  Friendship: harmony amongst friends, friends in the gang Also, Birdy brand was personified as easy-going, sincere, friendly, new generation In sum, Birdy brand attains high influence from consistent communication message as well as sustainable marketing activities Birdy brand ideally yields to people who seek for companionship in order to encourage them to reach their intention and goal Whenever people encounter any difficulties or obstacles, they will not feel despair or desperate because they always find friend(s) who could understand and always support them to pursue their will. Ideal Consumer SWOT Strength Strong brand , no.2 position with market leadership in total coffee NESCAFE is perceived more modern than Birdy. [...]

[...] Noon - 3 pm - 7 pm pm. – 1 am - 9 pm. [...]

[...] DSC08764DSC08759 Qualitative Research Findings All consumers live routinely during weekdays: Thus, the consumers require: ‘Convenient and preparation-free' beverage ‘Alertness boosting and stimulating, but not too strong efficacy + Refreshing for regular routine Leave home early morning in a rush Working Get home in evening/ night For daytime employees Become sleepy when get up early Become sleepy after lunch Boring with Repetitive task About their life Freshly brewed / brand name Street vendor Category Sub-category Reasons for drinking RTD canned coffee Cold coffee Occasion of drink Almost - everyday (Mostly morning, a few drink in a/f noon) Depending on the availability They drink: On the way to work At work Only once in a while (More expensive) Main reasons - Alertness & stimulating + Refreshing - Consumption convenience (No preparation required) Other reasons - Standard taste - Purchase convenience - Inexpensive price - As a breakfast meal - Perception of ease of bowel movement Stimulating + refreshing Can adjust taste on individual preference Inexpensive Stimulating + Refreshing Very few tried it, as it is much expensive For sit-in type, regarded as a ‘meeting point' occasion Trigger to consume What Trigger them FUNCTIONAL EMOTIONAL Instant “wake-me-up” Convenience Anytime Anywhere Easy to bring along (Packaging) Taste good Drink cold Good Image Fit with life style/image What do they want Category Benefit Analysis Creative Direction FUNCTIONAL EMOTIONAL Instant “wake-me-up” Convenience Anytime Anywhere Easy to bring along (Packaging) Taste good Drink cold Good Image Fit with life style/image Will you Dare How do we tell them “Nescafe” is for them?? Highly competitive market Flighting Strategy & Seasonal Strategies Above & below the line advertisement STRATEGY Start with a teaser 15 seconds Intrigue, catch the attention Increase the frequency of visits in our website TV Commercial TV Ad seconds Build up brand image, communicate the real image Mass communication. Get a good awareness Thai people are visual people The key things is : “ Repeat” TV Commercial Thai actor: Mario Maurer An admired boy, handsome, healthy, clever and successful. [...]