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Communication Strategy Nestle Alpino
Team Alpino Aditya Mukherjee
Payal Gugle Dimpy Gupta
MBA – AD (2012-2014)
Launch “ To love is to share” campaign
TG portrayed
Young Married Couples
Positioning
Affordable premium
chocolates for sharing
Execution Style
Light hearted yet real
Key Consideration for next campaign
1. Next Campaign to be an extension of the first campaign , to further establish the differentiated positioning
2. Stories based on the new insight should be real and relatable with the TG 3. Perception of affordable premium chocolate to be maintained.
Thompson’s Total Branding Model
Where are we?
The last campaign positioned our brand as an
affordable premium chocolate but it dint help us
gain market share.
Why are we here?
The positioning limits our growth in the segment
Where do we want to go?
The objective is to reposition the brand and
expand the market.
How will we get there ?
Communication Strategy (slide no 4 and 5)
Are we getting there?
-Awareness Scores
-Attitude/ Behaviour Change
- Share of Heart
- Market Share
Situational Analysis
Root Cause Analysis Why the next campaign?
Strategy
Communication and Marketing Objective
How we going to achieve it? Communication Strategy
Present Chocolates Market
Chocolates
PremiumChocolates
Proposed Chocolate Market
MassChocolates
PremiumChocolates
AffordablePremiumChocolates
STEP 1
Carve out a new sub segment called affordable premium chocolates.
STEP 2
Communication Strategy
Ferrero Rocher Nestle Alpino ( Old) Nestle Alpino ( New)
Toblerone
Gifting Sharing (Between Couples) Medium to express
PROPOSED
Position it differently from Market Leader of the premium segment ,Ferrero Rocher
STEP 3
Expand Affordable Premium Chocolate Market by getting more users
Big Idea
Big Idea The brand to be positioned as a
medium to express. Nestle Alpino to
serve as a medium to help the TG express
their feelings towards their loved ones “
non-verbally”.
TG Everyone who
wishes to communicate
his/her feelings/emotions
non verbally to other person but is
hesitant to do.
Insight Some people find it
awkward and hard to convey feelings to their
loved ones( friends, family, better half etc.),
feelings of love, apology, appreciation, gratitude
etc. verbally.
Research : We conducted a small research among 15 members of the TG ( first campaign) and asked them the following questions which helped us arrive at our big idea. 1. Apart from the functional benefit , what do chocolates mean to you? 2. When was the last time you expressed your feelings to your loved ones verbally?
Its been 27 years of our marriage
and I don’t remember when was the last time I said I love you to
her.(wife)
I use it for sweet gestures to show people that they
are important
Chocolate is suitable in any situation so
when I am in a mess with my GF its saves
me.
Never, I am very bad at expressing my feeling especially
towards my family. Its like I take them
for granted.
They say there is no Thank you and sorry in
friendship. So it feels weird now
to say all this
New Proposed Tagline :
“ You say it best with a Nestle
Alpino”
Communication
Alterations
The love messages, a part of the packaging
to be made more general. I.e..
Messages which are rooted to the TG ( psychographics),
insight and big idea.
A son meets with an accident and is admitted in a
hospital. The father rather than being angry takes care of his son. Looks after him,
feeds him, does his bed. The son overwhelmed with his
Dads gesture wants to express his feelings but cant. He gives his father a Nestle
Alpino and the father smiles back and continues doing his
work.
A 50 year old man plans to do something different on his 25th
anniversary for his wife. He prepares a I love u speech for his wife. He practises it in his office,
washroom and in front of his dog. But on the day, at a restaurant he
goes blank, tries but decides to drop the plan. Next moment the
old woman hesitant herself, takes out a Nestle Alpino from her bag
and gives it to him with an infectious smile. “You say it best
with a nestle Alpino.”
TRADITIONAL
TVC
Radio
Cinema ( In theatres and in film product placement)
00H
Example of Instances
Tone of advertising should reflect the
affordable premiumness of
Nestle Alpino also connect with the TG with real emotional
stories
DIGITAL
Microsite
Interactive Social Media campaigns
Special 5 secs ads for YouTube
Mediums
Several stories can be ideated based
on the insight, TG
and big idea.
Estimated budget and returns
• Budget ( Monetary): Rs. 15 crore (approx)
• Measure of returns:
– Awareness scores
– Attitude Behaviour shift
– Share of Heart
– Market Share
How will this campaign help the product/brand and the parent
company? ( Change )
• This campaign will help Nestle in entering a new segment of i.e. "affordable
premium” thereby maintaining its core identity of being affordable.
• At the same time it is helping Nestle Alpino to expand its market in the segment by
increasing number of users.
• Also, it will help brand in creating good recall amongst its target audience as Nestle in
the chocolate category is quite inactive in its communication of late.
Thank You
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