Nescafé was the leading brand in Turkey, but competitors were closing the gap. Using Emotional Profiling to differentiate and maintain a premium positioning.
The Question – How do we stay ahead of the competition
Nescafé 3 in 1 was established in the Turkish market and maintained 60/40 wins, but competitors were closing the preference gap and taking increasing share. Nestlé approached The Marketing Clinic to:
- Gain a better understanding of the evolving consumer needs for 3 in 1 coffees.
- Define the roles of Strong and Mild versions within the Nescafé 3 in 1 range.
- Improve the formula (taste) of Nescafé Original, Strong and Mild 3 in 1 and of the 2 in 1 to better match consumer requirements.
- Consider the opportunities for offering greater nutritional benefits through 3 in 1 or 2 in 1 Coffees.
The Marketing Clinic Approach – Finding the Emotional as well as the taste difference
We ran 9 qualitative groups in Istanbul profiling the Nescafé range and their key competitors.
We identified the consumers’ emotional requirements from 3 in 1 coffee and how these needs differed between consumers of Strong, Mild and Original formulas. We then showed how these emotional needs could be delivered better by readdressing the balance of the formulas to deliver the correct intensity of coffeeness, creaminess and sweetness. We made additional recommendations concerning sugar levels, granules, crema, and the potential for offering nutritional benefits in these coffees.
The Outcome – Strengthening a market leading position
Following these recommendations Nescafé 3 in 1 in Turkey strengthened its advantage over its local competitors and continued to dominate in this market.
The Marketing Clinic has continued to work with the Nescafé team, and with wider Nestlé teams, understanding consumers’ emotional needs and improving products and communications in markets around the world.
