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:


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… Continue reading

Doodh Badla, Mood Badla

Nestlé Milkmaid is a globally known and a billion dollar brand from Nestlé. This ‘Partly Skimmed Sweetened Condensed Milk’ is available in India ever since the company first started importing products in India long back in 1910s. The product is mainly to be used as an ingredient for desserts. The target segment for the brand is Indian home maker who prepares food and desserts at home. Now that the product is well established in the market over the years, Nestlé intends to build an even closer relationship with its customers. An important and innovative initiative to that end is… Continue reading


Sunsilk is a popular personal care brand from the house of Unilever. It was launched in India in 1964. It is the HUL shampoo brand for the ‘Aspiring’ or mid-segment specially women. The intended positioning of the brand over the years has changed from ‘Shampoo plus cosmetic’ to ‘Beauty Shampoo’ to ‘Hair Expert’. Find below a 1972 Sunsilk ad which focuses only on technical and functional attributes:


But over the years there has been constant effort to add emotional appeal to the brand. Currently following is what the HUL site… Continue reading


Aviance is the top-end skin care solution from HUL for the ‘Affluent’ or premium segment. It offers customized solutions to the individuals ‘customized to their specific skin types and requirements’. It was earlier meant for only women but currently extended to launch products for men as well. The reason for the brand extension is: “Aviance has created many beautiful women and beautiful women deserve good-looking men”. The Aviance range primarily consists of skin care products. The range also includes customized hair care products and colour cosmetics.


To make this… Continue reading

Why blame XLRI when Harvard also does it!

Most of you – especially those from India – know that XLRI, Jamshedpur is one the top B-Schools in India. But we are not interested about anything about B-School or ranking of them in this article. That is definitely a debatable and hence interesting topic and might be the subject matter of some future article on TNMG.

Coming back to the current article a few months back XLRI launched a campus store. This is how media describes the start of the initiative:
“Students and the alumni can show it off, admirers can make a statement. XLRI-branded apparel is now… Continue reading