Under the brand NESVITA NESTLÉ has three sub-brands which are – PRO-HEART MILK, Dahi and Fruit Yoghurt. Mission of this brand is ‘Every Day, Healthy Day!’.
Launched very recently in mid-2008, NESTLÉ NESVITA PRO-HEART is India’s first packaged milk with Omega 3 fatty acid. This sub-brand offered in metros and targets urban health conscious people especially those who want to avoid problem associated with cholesterol. The brand is positioned as ‘your easy everyday partner to take care of your family’s heart health’. The brand’s ads focuses on both the product attributes Omega 3 which helps manage cholesterol and low fat content.
NESTLE NESVITA Dahi & Fruit Yoghurt – both are enriched with Probiotics (good bacteria which are able to survive digestive juices better; they reach intestine and help improve digestion) and similar to many other Nestlé brands targets urban health conscious consumers. The brand is positioned as ‘deliciously thick ‘n’ tasty low fat with the benefits of Probiotics for healthy digestion’.
Some innovative marketing ideas being used by the brand are: celebrity promotions using bollywood actresses Karisma Kapoor & Malaika Arora; promotion thorough a dedicated community in social networking website Facebook; posting cholesterol awareness video in YouTube and Jogger’s Park Activities i.e. coming to neighborhood parks in morning time to spread awareness and generate interest among the potential consumers about the brand. The tagline of the brand is ‘FEEL BETTER EVERYDAY’.