What is the taste that gets you started?

NESCAFÉ is the world-wide popular coffee brand from Nestlé. The official website of the brand is: www.nescafe.com.

In India, there are four sub-brands under NESCAFÉ:

  1. NESCAFÉ CLASSIC
  2. NESCAFÉ SUNRISE Premium
  3. NESCAFÉ SUNRISE Special
  4. NESCAFÉ CAPPUCCINO

NESCAFÉ CLASSIC is targeted to urban youth and positioned as ‘100% Pure Instant Coffee’. The ads shows youths enjoying the NESCAFÉ CLASSIC experience and ends with the tagline ‘Coffee at its best’.

NESCAFÉ SUNRISE Premium is the granulated instant coffee. The target segment for the sub-brand is premium urban consumer. So, the ad shows an urban couple enjoying NESCAFÉ SUNRISE Premium and in the background soft music is played – ‘Jeevan mein aapke naya Sunrise’.

NESCAFÉ SUNRISE Special is again a granulated instant coffee brand but targeted at mid-segment and hence has an affordable price tag associated with it.

NESCAFÉ CAPPUCCINO is targeted to premium urban consumers and positioned as ‘a true café style experience at home’. Enjoy one of the most popular TVCs of the brand…

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About Dr. Angshu

Dr. Angshu is the founder and owner of TNMG: The Next Marketing Guru. He is a PhD and MBA in Marketing from XLRI Jamshedpur. Currently he is leading large scale marketing, research & analytics projects as part of Strategy & Insights team at Star India, India’s no. 1 Media & Entertainment company. In his last job, he was heading Consumer Insights function for Spice Group. Earlier he has worked for Wipro Technologies and managed IT projects for marketing division of a Fortune 100 company. Dr. Angshu is a Visiting Professor at XLRI and IMT Ghaziabad. He has published multiple research papers on marketing, social media and luxury consumption. Recently he has published a book titled “Influence 2.0: How Social Media WOM Influences You" published by reputed international publishing house Lambert Publishing. Other than work and academics, he is a social media addict, big foodie and amateur pianist. You can contact him by: Gmail | Facebook | LinkedIn

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