2. Nescafe Type Instant coffee Current owner Nestlé Country of origin Switzerland Introduced 1938 Markets Worldwide Website Nescafe.com
3. Objective The main objective of the campaign is TO IMPROVE THE ONLINE PRESENCE OF THE NESCAFE. Especially to improve their presence on Social Networking sites to attract more consumer and to provide their consumer with latest updates and gossips.
5. Means of Communications TV Commercials Print ads Online advertising Social networking FOR THIS PRESENTATION WE HAVE GIVEN EMPHASIS ON SOCIAL NETWORKING SITES TO FULFILL OUR OBJECTIVE
6. Current status Nescafe has its online presence on all the social networking sites Like: Facebook.com, Orkut.com & etc. Situation: at present Nescafe has their own community exist on their social networking sites but they are not active enough to attract its target audience Target audience: if we talk about social networking, then our premium TG is – YOUNGSTERS and people who are active and people who are interactive.
7. Strategy Will design a community and put it on social networking sites Activity endorsement 1) Games 2) Gossiping hour 3) Corporate hours 4) Nescafe latest updates Flavors of the month coffee Madness Coffee Polls – Which is the hot topic of the week or month, market prediction
8. Action First of all will create a community on social networking sites which will be totally different from existing community. This community of Nescafe will be more interactive rather then one way interaction. Games The whole concept of introducing game on social networking site to make our target audience more involve in consuming coffee. Here will introduce game like Nescafe poker, Nescafe football, Nescafe snooker. Here will tell our target audience that play these games with your friend over coffee using the NESCAFE’S GAME APPLICATION.
9. Cont.. Gossiping Hours will create a particular application of Nescafe’s Gossiping hours and will put it on Social netwrking sites. Here will create a conference chat rooms where people will do gossips drinking Nescafe’s coffee with their known people Will marketed this applications in a such a way that consumer will use this only in such hours.
10. Cont.. Corporate hours This applications will be the same like gossiping hours but here the concept of having this application is little different. Here will invite business groups to interact amongst themselves drinking Nescafe and discussing the new business topics and post their view on the same so tat can also be use as a medium of information. As gossiping hours this application will be played only in such fixed hours.
11. Cont.. Nescafe’s Latest updates Here we will give our consumer a latest update of the world. These updates will have a different TAG’S. Like Politics, Business, Celebrity, Sports, movies etc. So consumer can get their news based on their respective area of interest
12. Cont.. flavor of the Month As Nescafe have huge range of product. So the whole concept of having this applications is to know which is the most widely used flavor in the month. And what else could be done to improve other product better. Coffee Madness Basically coffee madness is the open forum for all the user of coffee. The concept of this applications is to know how differently and madly consumer make different flavors of coffee and how innovatively consumer will play with the flavors. Here winner will be given a reward.
13. Coffee polls This is the very simple applications live others where will put up such topics related to business, entertainments, Sports , politics etc. where user will have a two options like and dislike. So consumer will rate the topics bases their opinion.
