Communication Strategy Nestle Alpino

Team Alpino Aditya Mukherjee

Payal Gugle Dimpy Gupta

MBA – AD (2012-2014)

Launch “ To love is to share” campaign

TG portrayed

Young Married Couples

Positioning

Affordable premium

chocolates for sharing

Execution Style

Light hearted yet real

Key Consideration for next campaign

1. Next Campaign to be an extension of the first campaign , to further establish the differentiated positioning

2. Stories based on the new insight should be real and relatable with the TG 3. Perception of affordable premium chocolate to be maintained.

Thompson’s Total Branding Model

Where are we?

The last campaign positioned our brand as an

affordable premium chocolate but it dint help us

gain market share.

Why are we here?

The positioning limits our growth in the segment

Where do we want to go?

The objective is to reposition the brand and

expand the market.

How will we get there ?

Communication Strategy (slide no 4 and 5)

Are we getting there?

-Awareness Scores

-Attitude/ Behaviour Change

- Share of Heart

- Market Share

Situational Analysis

Root Cause Analysis Why the next campaign?

Strategy

Communication and Marketing Objective

How we going to achieve it? Communication Strategy

Present Chocolates Market

Chocolates

PremiumChocolates

Proposed Chocolate Market

MassChocolates

PremiumChocolates

AffordablePremiumChocolates

STEP 1

Carve out a new sub segment called affordable premium chocolates.

STEP 2

Communication Strategy

Ferrero Rocher Nestle Alpino ( Old) Nestle Alpino ( New)

Toblerone

Gifting Sharing (Between Couples) Medium to express

PROPOSED

Position it differently from Market Leader of the premium segment ,Ferrero Rocher

STEP 3

Expand Affordable Premium Chocolate Market by getting more users

Big Idea

Big Idea The brand to be positioned as a

medium to express. Nestle Alpino to

serve as a medium to help the TG express

their feelings towards their loved ones “

non-verbally”.

TG Everyone who

wishes to communicate

his/her feelings/emotions

non verbally to other person but is

hesitant to do.

Insight Some people find it

awkward and hard to convey feelings to their

loved ones( friends, family, better half etc.),

feelings of love, apology, appreciation, gratitude

etc. verbally.

Research : We conducted a small research among 15 members of the TG ( first campaign) and asked them the following questions which helped us arrive at our big idea. 1. Apart from the functional benefit , what do chocolates mean to you? 2. When was the last time you expressed your feelings to your loved ones verbally?

Its been 27 years of our marriage

and I don’t remember when was the last time I said I love you to

her.(wife)

I use it for sweet gestures to show people that they

are important

Chocolate is suitable in any situation so

when I am in a mess with my GF its saves

me.

Never, I am very bad at expressing my feeling especially

towards my family. Its like I take them

for granted.

They say there is no Thank you and sorry in

friendship. So it feels weird now

to say all this

New Proposed Tagline :

“ You say it best with a Nestle

Alpino”

Communication

Alterations

The love messages, a part of the packaging

to be made more general. I.e..

Messages which are rooted to the TG ( psychographics),

insight and big idea.

A son meets with an accident and is admitted in a

hospital. The father rather than being angry takes care of his son. Looks after him,

feeds him, does his bed. The son overwhelmed with his

Dads gesture wants to express his feelings but cant. He gives his father a Nestle

Alpino and the father smiles back and continues doing his

work.

A 50 year old man plans to do something different on his 25th

anniversary for his wife. He prepares a I love u speech for his wife. He practises it in his office,

washroom and in front of his dog. But on the day, at a restaurant he

goes blank, tries but decides to drop the plan. Next moment the

old woman hesitant herself, takes out a Nestle Alpino from her bag

and gives it to him with an infectious smile. “You say it best

with a nestle Alpino.”

TRADITIONAL

TVC

Print

Radio

Cinema ( In theatres and in film product placement)

00H

Example of Instances

Tone of advertising should reflect the

affordable premiumness of

Nestle Alpino also connect with the TG with real emotional

stories

DIGITAL

Microsite

Interactive Social Media campaigns

Special 5 secs ads for YouTube

Mediums

Several stories can be ideated based

on the insight, TG

and big idea.

Estimated budget and returns

• Budget ( Monetary): Rs. 15 crore (approx)

• Measure of returns:

– Awareness scores

– Attitude Behaviour shift

– Share of Heart

– Market Share

How will this campaign help the product/brand and the parent

company? ( Change )

• This campaign will help Nestle in entering a new segment of i.e. "affordable

premium” thereby maintaining its core identity of being affordable.

• At the same time it is helping Nestle Alpino to expand its market in the segment by

increasing number of users.

• Also, it will help brand in creating good recall amongst its target audience as Nestle in

the chocolate category is quite inactive in its communication of late.

Thank You