Global marketing
Product offerings
Nescafe 3 in 1 instant coffee
Nescafe, 2018
Nescafe, 2018
Nescafe, 2018
Conveyance to Target Market
Nescafe Print Ads, 2012
Allison, 2018
Nescafe, 2018
Nescafe, 2018
Target Audience:
Youth (students) 16-25 years old
Upper class Income 26-38 years old
Professionals (working people) 28-38 years old
Families middle age- elderly 46-70 years old
Bhat, 2015
Conveyance to Target Market
Primary target market are coffee drinkers for who are looking for quick solution to quality coffee
People that want to enjoy their coffee without any hassle/ready in a jiffy, all in the comfort of their own home
Nescafe offers coffee that can be enjoyed anywhere at your convenience
Continental outdoor, 2018
It all starts with a Nescafé, 2018.
Neighborhood
Outdoor activities
Celebration
Radic, 2018
Adventure
Nescafe, 2018
Brand Analysis
Sadness appeal
Humour appeal
Music appeal
IndiaToday, 2016
Hicks, 2012
Nescafe India, 2012
Emotional advertising appeal places stress on meeting consumers’ psychological, social, or symbolic requirements, where many purchase motives come from (Lin, 2011).
SADNESS appeal is used to evoke a sense of compassion or empathy. (Chan, 2015).
Humor appeal make consumers laugh, connecting directly to them on an emotional level. (Crescendo, 2015).
Music appeal are ad creative that employ the use of music in the form of a song or a jingle (Crescendo, 2015).
Aimed to build a role for coffee among young people in India as consumption of coffee in there is still low (Tewari, 2016).
Targets people living in the older housing development estates in the city’s heartlands
Targets morning people, aimed to awake them by having a cup of coffee (Nescafe India, 2012).
Full video see Appendix A
Full video see Appendix B
Full video see Appendix C
Brand Analysis
Rational advertising appeal is an explanation which are given directly about the product benefits and create rational purchases (Borborjafari, Khorshid & Rastegar, 2016).
News appeal
Feature appeal
Factual appeal
News appeal are those types of news or announcement of product advertisement. (Bbamantra, 2018).
Nescafe Malaysia, 2018
Capmunir, 2011
Seanteh, 2018
Feature appeal tend to present to customer with product attributes or features that will lead to favourable attitudes (Sharma, Gupta & Screedhar, 2015).
Factual appeal relies on a straightforward presentation of information about the product or service such as specific attributes or benefits (Khanna, 2016).
Nescafe Malaysia, 2018
Nescafe India, 2017
Nescafe Korea, 2018
Nescafe Vietnam, 2017
Nescafe Myanmmar, 2017
Nescafe UK, 2017
Globalisation
Globalisation is the more or less simultaneous marketing and sale of identical goods and services around the world (Kokkemuller, 2010).
Nescafe used:
Same brand logo globally - Nescafe
Similar advertising messages- It all starts with a Nescafe
Localization
Localization is the adaptation of a product or service to meet the needs of a particular language, culture.
One of the main premises of localization is to meet the requirements or standards established in the target locale (Anastasiou & Schaler, 2010).
Ville, 2017
Bhattarai, 2017
Ben, 2017
Localistaion
In the case of doing business in Malaysia, the Malaysian Communication and Multimedia Content Code stringently regulates the advertising industry.
Nescafe were required to present Fara Fauzana (Celebrity endorsement in Malaysia) in headscarf in Malaysia to adapt to Malaysia’s culture (Shaizatulaqma, Ishak & Khairul, 2015).
Shah, 2010
Glocalisation
PackAsia,2016
PackAsia,2016
PackAsia,2016
Ville,2017
Glocalization defines as “the way in which ideas and structures that circulate globally are adapted and changed by local realities” (Tiplady, 2013)
Different countries used different celebrity endorsements because the people have a certain perception of the celebrity in their own country.
List of Celebrity Endorsements of Nescafe
Penny Tai (Malaysia)
Bae Suzy (Korea)
Sajal Ali (India)
Lee Yifeng (China)
Glocalisation
There are similar websites of Nescafe in different countries.
Only certain countries websites such as Japan is different because Japanese prefers simple to the point descriptions, they require a high degree of assurance. They are not easily swayed by a catchy headline or a pretty image (Temporal, 2015).