nescafe
Associative network
We aim to target different clusters through our marketing campaign. Traditionally, companies segment their customers on the basis of their common needs and wants. However, here we focus on various attributes of our marketing campaign which would be used to evoke certain desired responses. We call these attributes, “clusters”. These clusters differ in usage situations, brand evaluation and in perception of the brand (Brandt et al, 2011). Following is the diagram showing four clusters and their desired brand associations:
Cluster 1 (Summers) considers Nescafe cold coffee as a cold beverage that is specially drunk in summers. It gives a feeling of freshness, relaxation and quenching thirst which then makes us feel cool.
Cluster 2 (After hectic work) considers Nescafe cold coffee as a rejuvenating beverage that can be taken after long day’s work. It lightens the mood, provides caffeine which in turn boosts up energy level.
Cluster 3 (Nutrition) emphasizes the health aspect of the brand. It is aimed to create a link with weight loss, quality and freshness.
Cluster 4 (Cool and Exciting) highlights the link with youthfulness and excitement. It also evokes a feeling of being ‘cool’ and trendy which helps gain social importance in one’s circle of friends.
Classical conditioning
In order to reinforce the desired behaviour we will use classical conditioning in our TV and print ads. The conditioned stimulus (Nescafé cold coffee) and the unconditioned stimulus (thirst) will be paired repeatedly in these ads to produce the conditioned response of freshness/coolness. These repeated exposures will enhance the strength of associations which in turn would enhance recall.
After Repeated Pairings
Brand personality
Based on the entire marketing theme of Nescafe cold coffee, our brand would be perceived as:
Youthful: it is basically targeted towards youth so portrays a fun
We aim to target different clusters through our marketing campaign. Traditionally, companies segment their customers on the basis of their common needs and wants. However, here we focus on various attributes of our marketing campaign which would be used to evoke certain desired responses. We call these attributes, “clusters”. These clusters differ in usage situations, brand evaluation and in perception of the brand (Brandt et al, 2011). Following is the diagram showing four clusters and their desired brand associations:
Cluster 1 (Summers) considers Nescafe cold coffee as a cold beverage that is specially drunk in summers. It gives a feeling of freshness, relaxation and quenching thirst which then makes us feel cool.
Cluster 2 (After hectic work) considers Nescafe cold coffee as a rejuvenating beverage that can be taken after long day’s work. It lightens the mood, provides caffeine which in turn boosts up energy level.
Cluster 3 (Nutrition) emphasizes the health aspect of the brand. It is aimed to create a link with weight loss, quality and freshness.
Cluster 4 (Cool and Exciting) highlights the link with youthfulness and excitement. It also evokes a feeling of being ‘cool’ and trendy which helps gain social importance in one’s circle of friends.
Classical conditioning
In order to reinforce the desired behaviour we will use classical conditioning in our TV and print ads. The conditioned stimulus (Nescafé cold coffee) and the unconditioned stimulus (thirst) will be paired repeatedly in these ads to produce the conditioned response of freshness/coolness. These repeated exposures will enhance the strength of associations which in turn would enhance recall.
After Repeated Pairings
Brand personality
Based on the entire marketing theme of Nescafe cold coffee, our brand would be perceived as:
Youthful: it is basically targeted towards youth so portrays a fun