Nestle brand: young people not only drink coffee but also experience

Li Shiqi cut off the black cardboard at the bottom of Nestle's coffee box and made it cat ears, BINGO! finished! A black-eyed cartoon cat appears in the red cup of Nestle Coffee.

This is a work for Nestle's "Red Cup Design Contest" held in major Beijing campuses. Li Shiqi is the representative of the Central University for Nationalities. “Nestlé Coffee is usually an essential part of the night life of college students.” This semi-conscious state of inspiration inspired Li Shiqi, and her favorite is a cat. They combined the two with a cup.

David Sultan, manager of Coffee and Beverage Business Unit of Nestle (China) Co., Ltd., believes that this kind of competition will enable students to fully express their individuality and creativity, thus infiltrating the daily life of college students and gaining their wide acceptance.

“Although I was playing in a playful manner, this competition directly deepened my understanding of Nestlé's products. I hope Nestlé’s coffee will bring a lively and warm feeling to college students.” Shrugging After 80, Li Shiqi told reporters.

Transformation begins with communication

David believes that if you want to please 80, you must be good at capturing every move after 80. He often goes to the students' canteens with the market staff to observe the students' behaviors and clothing. "Observation is very important. We are willing to understand every young consumer. This will help us make correct judgments on the market," said David.

David believes that young people-oriented marketing activities focus on interaction and participation, so that Nestlé has established a close relationship between students, and this connection is not limited to encourage them to taste a cup of Nestle coffee, more is Let Nestle coffee emotionally become an integral part of university life.

After realizing the subtle changes in the life style of the young Chinese generation, Nestlé Coffee immediately claimed that in the future, the 16-24 year-old youth class (mainly after the 80s) will be the main target of the $30 million marketing plan. Therefore, an advertisement named "The Fruit of Fruit" is currently being broadcast on major TV stations, radio stations and networks in Europe. It is hoped that it will take advantage of the "city coffee" style driven by Starbucks. The transformation of advertising is putting Nestle's Target consumer groups are gradually extrapolating to younger people.

When “City Coffee” invaded the mainland, for Starbucks and Starbucks, there was no difference in the taste of Starbucks and Nestlé, but the price was very different. Therefore, in her words: “Unless Someone else treats him or he will never go to Starbucks."

"Participating in Nestle's Red Cup will also make you feel like you're going to be a metropolis, right?" Li Shiqi asked back. "In our eyes, 'Mei' means fashion, but it's not expensive," said Li Shiqi.

In this battle against the young consumer groups, Nestlé has invested continuously for up to five years to establish long-term consumer preferences. As David said, Nestlé not only wants to establish a brand, but more importantly, it establishes a symbol. The sign is that when young consumers mention coffee, the first reaction is Nestlé.

"Emotions" are great

In China, Nestlé recognizes that today's young people are eager to do their own thing while keeping traditional ethical concepts; they are aware of the differences with their parents, but they respect their parents; they crave independence, but Not alienating parents; although there are generation gaps between generations, there is more exchange and understanding; they have a strong sense of dedication, but they also have to face the pressure of work and constant challenges.

According to the market's most direct feedback, Nestle will make the most rapid adjustment. David stubbornly believes that business is good or bad is closely related to the good relations with consumers. Nestlé is committed to winning the loyalty of young consumers to brands, not only providing high-quality coffee, but also conveying a common emotion - making them think that drinking Nestle coffee is a very cool thing.

All of this has become the basis of communication between Nestle Coffee's "new start" commercials and consumers. The advertisement regards the care and support of the elders as an emotional bond, and uses young people who have just walked into the work position as the protagonist to express Nestle Coffee to help them alleviate Work pressure and confidence in accepting challenges.

"So the 'experiential' communication is very important." David said. Communication is not only reflected in the distribution channels such as magazines, television, and radio. It is merely a cultural transmission, but also involves emotional communication. Such as sponsoring the debate contest held by Peking University, carrying out the Nestle Coffee Red Cup Photo Contest, the title radio program, websites, and concerts. At the same time, a TV commercial featuring Nestle coffee as a theme and reflecting the life of a university campus library was also photographed.

Now, Nestle has the desire to enter the main campus - to build a "Nestle Coffee House" on campus. Nestlé Coffee selectively implements the campus "highlights" program across the country's colleges and universities, investing in stores, cafes, bars, supermarkets, and other places where students gather to help them pack up price lists, bar tables, light boxes, store signage, and other facilities. The atmosphere of creating a modern coffee house.

However, David still reminds his colleagues from time to time that trying to win consumer loyalty is a cumulative process and that efforts to communicate in the market must always be synchronized with the sense of consumption of young Chinese groups.