 Ladies and gentlemen, now moving forward, this is going to be our first speaker session and the session is going to be conducted by Sunay and Mitra, he is vice president and business head beverages Nestle India and he is going to be addressing the gathering on art of brewing a brand. Mr Mitra started his career with Perfetti in 1997 and spent a decade in various exciting sales and marketing roles that included building the brand Alpenliebe, Centerfresh and Happy Dent. He joined Nestle in 2006 in the coffee business and has done several key marketing roles including marketing manager for Nescafe in India and global brand manager for Nescafe at the Nescafe headquarters in Switzerland. And ladies and gentlemen I hope that you all are also using our hashtag top 50 brands in the meanwhile and yes as you can see on to the right or the left side we are also showcasing all the tweets live tweets that are happening right here do not forget to tweet using hashtag top 50 brands and yes I think we are almost done so ladies and gentlemen I would request Mr Mitra to please come in join us on stage and please give him welcome him with a huge round of applause. Thank you so good afternoon everyone it's indeed a privilege to be here and to be addressing you all on what I'm going to talk off in the next 20 minutes is the art of brewing a brand the operating word here is art so that is left to interpretations and that's the beauty of art so what is correct in certain situations maybe not so correct in others and then sometimes it can be completely wrong so what I'm going to talk off in the next 20 minutes is some of my interpretations some of our interpretations at Nestle and I leave it to you to interpret it the way you believe it's correct for yourself so thank you for that kind introduction 11 years back when I walked into Nestle I was not so clear of the of how how this company is I'm not so sure how many of you know I didn't when I joined that it's the largest FMCG company in the world 2017 audited results show a turnover of close to 90 billion US dollars so that's the scale at which Nestle operates globally and amongst that one of the how do I start the presentation okay how do I move move there yes okay so thank you for that one of the jewels of Nestle one of the key brands of Nestle has worldwide is Nescafe with a brand valuation of 12.6 billion US so it's a massive brand it is sold in over 180 countries 180 countries across the world sells Nescafe and in India if I'll come down to India it is 26 million cups are sold have consumed every day so that is the size of our interactions with consumers in in this market so what I'm going to talk about is a little generic but it will borrow heavily from what we have done in Nescafe how over the years we have built Nescafe and in the space where it is today now the ingredients for building a brewing a great brand first identify identify who you're talking to that is I think the most critical step for doing any of the others then of course once you've identified them you have to be them you have to live as if you are them and that's how once you're relevant to them once you're aspiring to them once you're inspiring to them you create brand love and where you do it the activation there also you need to be where your target audience is so this is in short the summary of what I'm going to talk talk of how we have done pre-built this brand Nescafe over the years now identifying is the most critical one and identifying the way we have identified our consumers are life enthusiasts now in that Nestle we use type typologies because what matters not so much is of course it does but a bigger bigger point is not so much the age or the income only it goes beyond that it goes into your attitude and I'll give us a small example maybe an extreme one to explain what we are talking about and at the risk of well not at the risk of without like type casting anyone suppose we talk of two in the individual similar in age one those of you who have been in FMCG sales would know that in the sales channel in India one of the richest channel members are the whole wholesalers and suppose we look at a wholesaler out of the Delhi Sardar Bazar and suppose we look at a similar kind age group of a person who's operating who's working in an IT company in Delhi only but working for a multinational IT company they may earn the same kind of money but the kind of consumption which they will have the kind of marketing which will appeal to them can be completely different the kind of products you will you will reach out to and the kind of messaging you will do are completely different so it is not only about age it is not only about gender or where do they come from it is about their attitude it's about what how we can divide them into type typology so life enthusiasts are the ones we are looking at for Nescafe who are independent and unapologetically young of course now when you do in that type typology when you see their age group when you see their income they of course there's a huge skew on youngsters of the age of 22 24 years so all that comes as as a part of it but the way we identify our target is life and enthusiasts and what we have to do is we have to see what coffee can do what is your product what is that a Nescafe Nescafe can do and we pitch the strong stimulation of Nescafe into the center of these life and into the earth so in short this is where is the most critical part where you can be as narrow as possible as sharp as possible because rest of it flows from from from there once you have identified the next part is you don't just target them you have to be them you have to talk their language you have to be sharp enough to to sometimes be a little scared that am I talking am I being too sharp the more you identify your target audience the more easy it will be for for us to talk in their language and once we start talking in their language once we figure out what are their passions what are their pain points only then can we start creating brand-brand love so marry that to the what the product can bring so coffee has stimulation coffee has the the ability to recharge so the need for stimulation and recharge has to be the center of the the insight of what this target audience wants so once we do that we can urge them to take on everyday challenges of life by providing the stimulation which Nescafe can can can can bring now these are stills from the communication which has happened over the last four or five years I'm not going to play all of them many of you would have seen them but all of them are talking out to youngsters all of them are talking out in a language which talks to these these life and enthusiasm and are unapologetically young now the part which I will talk of is is the one of one campaign where it's in the same zone but here was born the idea of how youngsters daily cup of resolve can be Nescafe so I hope it plays now this was the campaign which was one of which was playing in a couple of years back and well once you talk that language once you talk what is real relevant you slowly see your brand scores going up and you slowly see you are making a difference in becoming a loved brand but our job doesn't end there our challenge in coffee is to change big behavior it's an it's tea drinking market India is the largest tea white tea drinking market in the world so it's a massive tea drinking market and tea as you know is a much more milder pleasant drink than coffee which is sharper which is bitter while you can add sugar to reduce the bitterness but the heart of coffee is that it is a bitter drink the beverage so we are we have this amazing challenge of changing behavior influencing behavior and in marketing in brand brand building I think it is one of one of the biggest challenges or most exciting challenges to have if you can do that so we have a brand which has scores fairly high on brand love but we have a market also where you have consumption which is much less than what it could be so this company's job as the market leaders also is to create the market expand coffee consumption and be relevant to youngsters who start not only loving you but consuming you so there was the challenge of creating changing behavior by creating brand relevance and building coffee expertise how to do it is fairly fundamental marketing and that's the beauty of in some ways of marketing that across categories these fundamental tenants remain the same you may do it differently but if you pull back these are the things you have to do category after category so one is building in a market which doesn't drink coffee as much as they drink other beverages you have to tell people who should drink coffee how should they make that that coffee and when should they have it now of course not in this way you have to tell them in a way that it's exciting it's inspiring it's relevant to them and along with it you have to also answer this critical question of okay I know all of that who should drink why should they drink oh who should drink how should they make it when should they drink it but the most critical question is why why is it what does your brand do which caters to or which answers the need of my life so these are the two broad tenants or broad pillars on which we based our strategy so the first one was to get into insight and that is where that's the other part where you have to be very careful that the inside has to be as sharp as possible but as relevant as possible so we looked at our our target audience and we we wanted to reach out to them when they are at the cusp of change in their life so from going from school to college the first time you go to college to university or when you are going from education when you finish your education and going into your first job so that is where behavior change grass in a significant way so coffee can play a role role there because that's also change and the youngsters of today they look forward to this intensity they look forward to this working insane hours in a day is not a bother for them they look forward to being busy their attitude is bring it on I'm changing gears so that's where relevance of coffee comes in because today I'm changing gears and gentle won't do anymore that's why I don't care if it's with a stronger drink but if it's something which which can affect or which can which can solve one of my my needs I am ready for it so the first communication which I will show it to you which was launched last year it was the end of last year was talking people taking people through the the first three parts which is who should consume when to consume and how to go on go on so post that we had to also answer why it says it here it says the father saying telling his very proud father telling his son who just got through a university of choice which is which is what Indian youngsters study for he says that your life is going to change but what is that that change we also need to spell it out in a way that's inspiring it's relevant and people look forward to it so there was born the second film which inspires the youth to change the behavior once you've got the language right you need to reach out to them where where they are now this is where I'll spend the least amount of time where digital it's the age of digital so that is where you need to be where youngsters are whom you are targeting and also on ground it's very critical part of marketing where if you're changing habits you need to be present on on ground as well not only on on air and you need to also extend the idea it's not only one communication which changes the behavior if it did life would have been so much easier for marketeers but you need to extend that idea and make it relevant so this is in Bombay where a couple of weeks back this was the kind of rain which every year hits now what happens in Bombay those who are from Bombay or have been to Bombay quite often you know that every year there are a couple of days which is washed out but the spirit of Bombay lives on and they just don't care they go to office they go to work they go to school college as if there's no problem they can walk hours but every year they do it unfailingly so here's where Niscafe can play a role in the same way that it's only rain that's the Bombay spirit take back your day so this is what is the campaign which is going out in Bombay right now where we have these outdoors and print which it says that when it rains you pour the rain will do it things if you do yours that's the spirit of Bombay and we had this innovation also up if the lights can be pulled down the lights can be videos please so this is a holding in Bombay actual shots where you it this is what what it is going out in trying to build this this message of changing your pace not giving up not giving in but moving on use where Niscafe plays a role finally in brandling brands you need to continually measure there's a lot which you do on strategy there's a lot which you put down as what should be the way but so many times you get surprised that you know consumers get something else so it's very important in building brands that we keep on measuring what are the success by parameters so we are in close period Nestle India is a public limited company so we cannot talk of our results have not been declared each one results so internal results I can't speak of but external results I will pick up two parts one is the brand so this is how top of mind has has moved on and I can see some of the colleagues from IMRB who are there who are doing this the distract and you can see the movement post our launch of these two campaigns post on top of mind and on most often often consume brand the other one is market share so this is not absolute market share again it's it's not needed what are we looking at is Delta that each month have you gained market share or has competition gain market share so if you see the after we launched the campaign month on month we have gained market share so if I explain 3.8 last one is in that month of June 18 Nescafegain 380 basis point of market share so these are not absolute I repeat these are gains on that month so this is how we measure whatever we do often we have to tweak we have to change track we have to ensure that what we are saying makes is relevant and is like by the consumers so that's all I had for the current campaign what I would leave you with is also a sneak preview of another campaign which is global which talks in a very different space on Nescafeg but for Nescafegold where which is positioned on moments that matter so it's an international campaign but it's a global campaign which builds another very critical brand in our portfolio which is Nescafegold.