NESTLÉ EVERYDAY is a key Nestlé brand in the milk product category. There are three sub-brands under this brand – NESTLÉ EVERYDAY Dairy Whitener, NESTLÉ EVERYDAY Slim and NESTLÉ EVERYDAY Ghee.
Launched in 1986 ‘NESTLÉ EVERYDAY Dairy Whitener’ is credited to be the creator of Dairy Whitener segment in India. This is a mass market product and positioned as a replacement for milk to be used in tea. The company website says: it is a creamy Dairy Whitener which is specially made to add a rich, smooth taste to your tea – every time, every day. And the same theme is propagated in its ads – which say ‘Chai Mazedaar Har Baar’. So, the focus is on functional benefit of consistently great tasting tea.
NESTLÉ EVERYDAY Slim is the healthy counterpart of NESTLÉ EVERYDAY. It is 99% sugar free, has 70% less fat and 30% less calories than milk. It provides the same features of NESTLÉ EVERYDAY with the added benefit of health. The target segment for the brand is the urban health conscious consumer and consequently was launched in six metros only. In sync with the target segment and benefits the ad of the brand shows a health conscious couple using the product for preparing tea and ends with the tagline ‘Tasty aur healthy chai ho jaye’.
The third product the brand name – NESTLÉ EVERYDAY Ghee is a mass market product and promoted on functional attributes only – ‘100% Shudh [pure] Ghee which is untouched by hand and hygienically packed’.