What is the next thing to be when you are number one? That would be Nescafe!!

by Chee Leng
(Singapore)

I shared briefly in an earlier post, that Nescafe is going big with marketing this year with their Coffee at its brightest.

It is supposed to be the biggest campaign ever launched and for this article, we would look at the marketing effort in India.

They are probably going to do something big, nothing is announced yet, though they have just gotten a very famous actress to be their brand ambassador, but they are looking for branding in all areas, traditional and digital.

Personally, I look forward to their digital effort, ATL effort is nothing new to brands like Nescafe but doing digital marketing which includes things like Search Engine Marketing, Social Media Marketing is something new for this company and really wonder what they would be doing to be the leader in this area.

This however highlights two point -Instant coffee is still big and worth the bucks to market, and the next point is Nescafe probably see their position being threaten? This should not come as a surprise given that Starbucks is going strong and very aggressive with their Via coffee.

Now, in India Nescafe is already the market leader, their managing director say they wanted to be something more, it could be foraying into new segment, probably cannibalizing the tea segment, that would be really interesting, I am bookmarking this news, would definitely keep all of you updated on the development.