The Strategic Turn of Nestle Group

196 1 year, when Nestle Coffee entered the Japanese market, it initially adopted a product-oriented advertising strategy. The slogan "I am Nestle Coffee" first appeared in TV advertisements. It was simple and clear, once appeared repeatedly on TV, and quickly won popularity. Then, in 1962, according to the habit of how many coffee beans Japanese consumers need to make a cup of coffee, the "43" advertising campaign was launched, which can be said to be a typical USP (unique sales proposition) strategy. The advertisement sings "Nestle Coffee, a spoonful of 43 coffee beans, mellow Nestle Coffee, Nestle Coffee for Everyone". Because of its beautiful melody, it has become a children's song in the streets and lanes.

The name Nestle Coffee, viewed from different languages in the world, gives people a clear impression and is combined with the image of eliminating tension and pressure (in Chinese, Nestle gives people a warm feeling and has a strong correlation with "home"). In Japan in the 1970s, the advertisements of men who understood the differences expressed the concept that the high-style image of Nestle Gold Coffee was created by gentle men who understood the differences. Advertising creates an atmosphere, and Nestle Coffee makes Japanese men who are busy with their work instantly enjoy a sense of abundance, which has left a deep impression on many Japanese people so far.

The advertising strategy of Nestle Coffee in China can be divided into two stages. In the early 1980s, it was first introduced to the market and persuaded China people to taste the western tea ceremony with a simple slogan "Excellent taste". At that time, for many young people, it was better to say that they were quietly experiencing the gradually popular western culture than to taste Nestle coffee. This delicious sport lasted for many years. Although the creativity of advertising films has been renovated many times during this period, the advertising language has not changed. It has become a successful example that almost every advertiser talked about in the 1980s.

Nestle Coffee has launched a series of new TV advertisements with the theme of "getting off to a good start". The advertisement takes the care and support of the elders for the younger generation as the emotional bond, and the young people who have just embarked on the job as the protagonist. Nestle coffee helps them reduce their work pressure and enhance their confidence in accepting challenges.

This is Nestle's response after realizing the subtle changes in the lifestyle of the younger generation in China in the 1990s.

Nowadays, young people are eager to do their own things while retaining traditional ethics; They are aware of the differences with their parents, but they respect them; They are eager for independence, but they will not alienate their parents; Although there is a generation gap between the two generations, there is more communication and understanding; They have a strong enterprising spirit, but they also have to face the pressure of work and constant challenges. This is the lifestyle of young people now! This has also become the basis for the spread of Nestle Coffee's new advertisement.