This ppt is the analysis of the Integrated Marketing Communication launched by Nescafe with tagline "It All Starts with Nescafe". It's objective was brand rejuvenation and customer centric ads always struck a chord in people's heart.

1. Integrated Marketing Campaign
Analysis
Presented by
Bitasta Bhadra
PGCM4/1407
Universal Business School
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2. Table of Content
• Situation analysis
• Objectives of IMC
• Structure of IMC
• Execution
• Outcome
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3. Situational Analysis
Nescafe, a leader and pioneering brand for 75 years decided to reclaim its
know-how of the coffee experience with a new brand baseline ”It all starts
with a Nescafe” which highlights the opportunities that can be triggered by or
around a cup of Nescafe.
Through this repositioning, the brand
wishes to consolidate its competitive
advantage on the market, as well as
to enhance its iconic potential across
all touch points.
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4. Campaign Objective
• Link Nescafe and friendship-Nescafe wanted to bring back the idea
that coffee is for sharing, and use it to increase brand awareness and
favorability among consumers.
• Brand Rejuvenation
• Rebranding
• Fighting competition from Starbucks, etc.
• Changing consumer perception about coffee being bad for health
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5. Structure of the Campaign
1st Stage: 2 minutes video potraying the story
of a struggling stand-up comedian Rishi, who
also stammers.The ad ends with Rishi crediting
his success to Nescafe – “Thank god for coffee.
It kept me go go
going and kept
you a a awake.”
2nd Stage: Asked people who connect to
the story of Rishi to share it onTwitter with
the Hashtag #ItAllStarts and Nescafe will
select the top 50 entries with a suspense 5
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6. Execution and Outcome
• Sept 5, 2014: A video #ItAllStart was upload onYouTube.
• Sept 6, 2014: 5th position in the all time ads posted by Nescafe India on its
YouTube page.
• Sept 8, 2014: 290,000 views onYouTube, 4281 Facebook fans shared the video,
148,000 followers onTwitter.
• November 2014: Sales $10.5Bn
• BrandValue increased from $6.67mn
to $17.8bn
• Users: 25% growth to 16.88 million by the
end of 2014.
Source: Unmetric.com
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