2

C
..
P
J
B
E
U
R
D
F
B
G
O

acian paints

CBBE Model

Salience

The breadth of brand awareness is weak as consumers generally do not consider

NESCAF when choosing beverages, or even coffee. Instead, the brand has a

more limited perceived consumption situation among Singaporean consumers,

who tend to consider NESCAF only in situations where they need an instant
caffeine fix. The depth of brand awareness is strong as the brand exhibits high

top-of-mind recall among consumers when choosing instant coffee, its main
product category. NESCAFs category membership also resonates strongly and
clearly among consumers, who specifically identify the brand as an instant coffee
brand.

Performance
NESCAF is dedicated to producing quality coffee that can be enjoyed anytime,
by anyone. Arabica and Robusta coffee beans sourced from all over the world are
used to produce coffee that is consistently rich and full flavored. The brand is also
committed to its mission of making good coffee available to everyone. NESCAF
products can be found almost anywhere in Singapore, at supermarkets,
convenience stores, school canteens, and vending machines. NESCAFs diversity
of coffee products also ensures that there is something for everyone. With its
coffee products priced at approximately $0.20 to $1.00 per serving, NESCAF
makes quality coffee affordable for everyone.

Imagery
NESCAF has a strong brand history, having been established in Singapore for
more than 70 years. The association NESCAF shares with its parent company
NESTL and its diversity of coffee products of different flavors also strengthens
its image as a truly international brand. The consistent use of the brand logo and
its signature red mug since its introduction creates a sense of timelessness.
NESCAF pitches itself as a brand for the Everyman who enjoys connecting with
people. The brand exudes a sincere, down-to-earth, and comforting coffee-nextdoor image, as a companion for all your moments.

Competitors Analysis
Brand shares in terms of retail volume

Based on retail volume (in tonnes) we have identified two main competitors Owl
and Super, who are both under Super Coffeemix Mfg Pte Ltd. All three brands are
in the instant coffee category.

Brand Shares in terms of Retail Value

*Boncafes products are higher priced than that of NESCAF , Super and Owl,
hence in terms of retail value, it is ranked higher.
**Even though Owl sells more of their products, their products are relatively
cheaper as compared to both NESCAF and Super, hence they are ranked 4th in
terms of retail value.
According to NESTL SAs spokesman Ravi Pillay, recent trends indicated that
consumers prefer full-flavored and rich coffee, which NESCAF has latched on by
describing the product as rich and full-flavored instead of smooth and rich (Daily
News, Yes it does taste different).
As such, in Singapore, NESCAF has successfully differentiated itself from Super,
who retained its present product description, therefore targeting the mature
segment that prefers the traditional and classic taste of coffee. Owl on the other
hand, has a different strategy by focusing on the delivery of Straits Asian coffee
and taking it upon themselves to protect the local coffee culture.

Competitors Products

Owls products

Supers products

Points of Parity and Differences

Outlook
In general, the coffee culture in Singapore is changing especially within the
younger Singaporeans, who prefer to have their coffee from fresh ground coffee,
pods or coffee chains. Also, given that the general perception of instant coffee is
that it is mainly consumed by the mature population of Singapore, the

overarching question is how then do we ensure that NESCAF is able to target

the younger Singaporeans, thereby increasing or maintaining the market share.
One way of doing this, would be to open up NESCAF cafs like those in
Gurgaon, India andRomania and thereby broadening the brand awareness to more
than just instant coffee, thus appealing to younger consumers who prefer to have
their coffee at coffee chains with friends.

As global trends in the world of coffee keep on evolving, we are always paying
close attention. As consumers continue to demand more and more complex coffee
beverages,NESCAF Milano provides a complete specialty beverages solution, the
response to changing expectations.

NESCAF caf Milano in Romania

Furthermore, there is a general shift towards health-consciousness, and
NESCAF has done well in that aspect by having some of their products certified
as the healthier option by theHealth Promotion Board of Singapore. It would be
interesting though, to see what this trend would mean for instant coffee brands in
Singapore, though Euromonitor International predicts that 2-in-1 instant coffee
might potentially replace 3-in-1 instant coffee as consumers start to prefer coffee
without sugar

1. SALIENCE
:
Nike has a high awareness by customers as asport shoe.

Nike means Goddess of Victory :association with shoes used for running
andcompetitive spots activities.

Associated also to bravery, strength andcourage