BRAND AUDIT

NESTLE
Presented by
GROUP 11
Amulya Raturi - 80303180150
Ridhima Kalra - 80303180088
Animesh Mishra - 80303180121
Avni mehta - 80303180116
OBJECTIVE & SCOPE
Brand Audit & Re-Branding Assessment
Our study is aimed to align the NESTLE as a brand more in line with the current
generation through our survey & brand audit.

It further aims to provide a detailed analysis and comparison of the Brand Inventory
with the Brand Exploratory through which it explains any mismatch between the two
or if the brand has been able to translate its core valuable recommendations which
can be implemented by the brand to realize its very potential.

The report is developed through a secondary research of NESTLE as well as through

a brand perception survey conducted with focus on the younger generation: 20-
30year age group to assess teh brand perception of this age group and
accordingly analyze NESTLE's re-branding strategy.
 NESTLÉ IS A SWISS MULTINATIONAL FOOD AND
VISION DRINK PROCESSING CONGLOMERATE
TO BE A LEADING, COMPETITIVE, NUTRITION, HEALTH CORPORATION HEADQUARTERED IN VEVEY, VAUD,
AND WELLNESS COMPANY DELIVERING IMPROVED SWITZERLAND.
SHAREHOLDER VALUE BY BEING A PREFERRED NESTLÉ WAS FORMED IN 1905 BY THE MERGER OF
CORPORATE CITIZEN, PREFERRED EMPLOYER, THE ANGLO-SWISS MILK COMPANY, ESTABLISHED
PREFERRED SUPPLIER SELLING PREFERRED IN 1866 BY BROTHERS GEORGE AND CHARLES
PRODUCTS. PAGE, AND FARINE LACTÉE HENRI NESTLÉ.
MISSION IT IS THE LARGEST FOOD COMPANY IN THE
WORLD, MEASURED BY REVENUES AND OTHER
OUR MISSION OF "GOOD FOOD, GOOD LIFE" IS TO
METRICS, SINCE 2014.
PROVIDE CONSUMERS WITH THE BEST TASTING,
NESTLÉ INDIA MANUFACTURES PRODUCTS OF
MOST NUTRITIOUS CHOICES IN A WIDE RANGE OF
TRULY INTERNATIONAL QUALITY UNDER
FOOD AND BEVERAGE CATEGORIES AND EATING
INTERNATIONALLY FAMOUS BRAND NAMES SUCH
OCCASIONS, FROM MORNING TO NIGHT.
AS NESCAFÉ, MAGGI, MILKYBAR, KIT KAT, BAR-
ONE, MILKMAID, NESTEA, ETC.
BRANDS LIKE NESPRESSO, KIT KAT, AND NESQUIK
ACCOUNT FOR MORE THAN $1 BILLION SALES
ANNUALLY AND ARE THE HIGHEST SELLING
PRODUCTS FROM THE HOUSE OF NESTLE.
Brand
Inventory
 Logo History of Nestle

1988 Present
1868 1875 1938 1966
The worm in the The logo we know
Meaning of his Henri obtained a The traditional The design was
mother bird's beak now has just been
name in German, 15year French nest design was simplified and in
was removed and simplified.The tree
i.e. little nest, and patent for his logo combined with the lieu to the 100th
the fledglings is supposed to
of his family in 1868.After he "Nestlé" name to anniversary
became two represent an oak
emblem. retired, it was form what is celebration of the
instead of three. It and the birds
registered in called the brand.
was meant to thrushes.
Vevey in 1875 by combined mark.
reflect a family of
the new owners of
two children.
his company.
 TAGLINE

The tagline enshrines and inclines with the

company's values. Idea behind the tagline
is to coincide the vision and mission
statement of the company.

"Good Food, Good Life", these words

represent the promise the company
commits to everyday, everywhere – to
enhance life, throughout life, with good food
and beverages.
 The brand architecture is a strategic corporate brand having the
status of the family brand because it covers different product
categories such as baby products, chocolates, chocolate bars, ice
cream, children products, and fresh dairy products.

Each product brand has a labeling of “Nest” thus confirming that

they are genuine products of Nestle. The name of the parent

Brand
brand or company appears on the package of each product so
that it can motivate or it assumes the commercial brand value for

Architechture
products. Nestle shows that all the goods carry Nestlé’s values of
health, taste, and family.

It has focused on Taste, Nutrition, Health and Wellness and well-

being of the customers and its tagline ‘Good Food, Good life’
resonates with that. It constantly develops its product range so as
to meet the changing needs and demands of the customers.
Marketing Strategy
Nestle uses different strategies in different markets. It uses
demographic, geographic &
behavioral segmentation strategies to cater to the
changing needs of the most competitive FMCG industry.

Brand Equity
1.Brand Awareness
2.Brand Association
3.Brand Loyalty
 NESTLE LATEST CAMPAIGNS

1.Nestlé India has launched its latest corporate campaign that will further strengthen. Nestlé’s
credentials as a Nutrition Expert and deepen trust with consumers and stakeholders.

Ask Nestlé is the new Nestlé India Corporate Service Brand in the form of a mobile-first website
(AskNestlé.in) that revolutionises how parents feed and cook for their children up to 12 years of
age.

AskNestlé is also India’s First AI Assistant-NINA (Nestlé India Nutrition Assistant) built in
association with Google.

2. Over the years, ‘Have a Break, Have a KITKAT’ engaged consumers with the idea of taking
unique travel breaks with Nestlé KITKAT’s ‘My Travel Break’ campaign. This is inspired by
interesting, lesser known Indian travel locations aimed to bring enchanting travel experiences to
life.

3.Cooking is an integral part of every mother’s life. It is her way of showing her love and devotion
towards her family. But who would have thought that it could also be a simple tool to impart
impactful life lessons to her young teens. Maggi ,through its new campaign for ‘Masala-ae-
Magic’ showcases exactly this.
The campaign features actress Juhi Chawla.
POINTS OF PARTIY AND POINTS OF DIFFERENCE
Despite being the market leader in a lot of markets across the world, POP+POD are still
essential for Nestle to maintain control.
Nestle held initial POD in the luxury ice cream market with Haagen Dasz.
• Cadbury and Mars soon entered the market, making this a point of parity for all the
competitors.
• However, this gave Nestle first mover advantage.
Nestle’s aggressive branding strategy leads to purchases of established brands, limiting
start up costs and risk of launching new products, which also minimises POP as they are
acquiring competition.
Nestle’s values are quality, purity, taste and freshness. These are points of difference
which make Nestle extend its PLC and continue to outperform and maintain its market
lead.
All the mineral water brands offer the basic value of quenching thirst. Nestle’s Pure Life,
Aquafina, Kinley and Bisleri all offer the same value. Therefore, these following brands
fulfil the same criteria and the basic needs of the consumers equally, creating a point of
parity amongst all.
Competitors
 SWOT ANALYSIS
STRENGTHS WEAKNESS OPPORTUNITES THREATS

Ownership of some Maggi noodles Clear and accurate Increased competition.

of the most controversy. labelling indicating of Government
recognizable brands Social criticism. any harmful products. regulations and
in the world. Criticism over high Growing number of policies.
Unmatched R&D water usage. small Silicon Valley Increase in cost of raw
capability. based food startups. material
Environmentally Growing ready-to- procurement like
sustainable practices drink (RTD) tea and coffee due to scarcity.
Highly diversified RTD coffee markets.
company.
 Brand Mantra
"BRAND MANTRAS TYPICALLY ARE DESIGNED TO CAPTURE THE
BRAND'S POINTS-OF-DIFFERENCE, THAT IS, WHAT IS UNIQUE ABOUT
THE BRAND. OTHER ASPECTS OF THE BRAND POSITIONING-
ESPECIALLY THE BRANDS POINT-OF-PARITY- MAY ALSO BE
IMPORTANT AND MAY NEED TO BE REINFORCED IN OTHER WAYS."
(KEVEN KELLER 2013)

"GOOD FOOD,GOOD LIFE IS A GREAT SUMMARY OF NESTLE'S MISSION

TO BALANCE GREAT TASTE AND NUTRITION, AND TO HELP
CONSUMERS MAKE HEALTHIER CHOICES."

SUMS UP CORPORATE AMBITION.

COMMITTED TO NUTRITION,HEALTH & WELLNESS.
 Consumer Based Brand Equity Model
Judgement Feelings
•Brand Quality: Effective communications & strong Performances •Low involvement, low risk products. Brand feelings mild: Nostalgia is a feeling created
•Brand Consideration: Appeal over other competitors: 8/12 . by most confectionary and cereal products. Consumers feel energized and
•Reasons: 5/12 - taste, 3/12-better advertising & 4/12-personal preference. enlightened.
•Brand Superiority: Battle with Cadbury Kraft and Mars in many low involvement •Nestlé’s focus on competitive prices, recognizable brands and innovative product
markets. launches spark a reaction from their consumers.
• Brand Credibility: High integrity brand, which regularly innovates and conducts
market research.

Performance Imagery
•Aim: To satisfy the performance needs of their consumers. In the confectionery, ‘Innovation, Health and Sustainability’: resonates with trade coffees, healthy cereals and
coffee cereals markets, they aim to perform in taste and quality. pure mineral water.
•Perform to these basic levels to ensure the customer satisfaction. With operations in ‘unhealthy’ markets such as chocolate bars and sugar based
cereals- aim for a strong image with regards to  CSR.

Resonance Salience
• Clear brand image and counteracting negative publicity will also allow the •When asked, 10/10 people associated Nescafe with Nestle. However, when asked who
company to be competitive in low involvement markets such as coffee, owns Rowntree's, 3/10 were able to identify Nestlé.
confectionery, drinks and cereals markets. •Nestlé operates with high salience, ensuring it’s branding is seen by the mass and
niche markets their array of products appeal to in a congruent manner.
Brand
Exploratory
 Consumer Perception
Considering Nestle’s aim to align
brand to target youth, we conducted a survey to capture the perception of the
people between the age of 10-45 years of age.
Sampling Design
Nature of Sample:-
Customers of nestle Maggi noodles are the sources of data collection for the study.
Sample Size:- The total numbers of samples are 50 were taken into account.
Sampling method:- The researcher has adopted random sampling method for data collection.

Methods of Data collection:-

Primary Source:-
Standardized questionnaire used as primary source for the purpose of study. The questionnaire has both open ended and close ended questions.
Secondary Source:-
The following are secondary sources for the study.
¶ Newspapers and Magazines
¶ Various Research Journals & Periodicals.
¶ Various web sites on Internet.
¶ E journals and reports available on Internet.

Data Analysis:- Statistical tool:-

The study is analyzed with help offollowing tools.
• Percentage = (Number of responses / Total number of respondents) * 100
• Factor analysis

Future Direction:-
This study is mainly used for researcher to gain knowledge related to Maggi noodles in order to understand on like
The CBBE model for nestle as a whole.
Comparative study on noodle market.
The understanding of CBBE of Nestle to develop Brand Positioning strategies, to introduce new variants for the schemes and to extend the brand
to othercategories.
Suggestions - Related to the
Survey
•To gain maximum leverage in terms of profit the company should pay emphasis on segments with
age group 25-35 and above. Advertising is the  key to success. Targeting there segments will not
only chance the company’s profit margin but also it will leverage the brand image of Maggi.

•The company should advertise its products by depicting attributes related to health like nutrition,
values, percentage of vitamins, proteins etc. this would help in customers perceiving the product as
healthy.

•Maggi concentrate more on TV advertisement so it orders to extend market; they need to

concentrate on other media also for promotion.

•Maggi noodle had capture urban market than rural market, so they should concentrate on rural to
extend their market.

•In order to increase the fun factor which affect more on this study, so nestle can give surprise gift for
every family pack of purchase by customer.
Re-Branding Strategy

•Nestle has re-branded their line of products in order to attract a younger target
group and middle aged group.
•The brand has various taglines to re-brand its product for eg: “ Maa ki hath ki Maggi”
when they relaunched Maggi after the controversy.
•It has associated various celebrities with various products under them like Deepika
for Nescafe , Javed Jaffray for ketchup.
•Reduced prices and improved product quality.
•Focus on digital medium/ marketing communication channel::The Nestlé Initiative for
Youth Employment is a good example because through it we strive to create value for
society as a whole. At the same time, its content is fully adapted to the target group
for which it is intended – the young unemployed.