Case Study Nesvita Mktg

The Rebirth

Industries Round 1Highlights

Cereal Milk DrinkHot CerealsMilk

Point A

well-known brand

Brand Issues

confusion

Competitors Focus

Bone Protection

Oatmeal

Cereal Milk Drink

Point ABrand Issues

Availability Focus Marketing Campaigns Brand Image Brand Communication0

2

4

6

8

10

12

Nesvita

Anlene

Ensure

Shape UP

Strategic CanvassMilk Category

Availability Taste Marketing Campaigns Brand Image Brand Communication0

2

4

6

8

10

12

Nesvita

Quaker

Strategic CanvassHot Cereal Category

Availability Taste Marketing Campaigns Brand Image Brand Communication0

2

4

6

8

10

12

Nesvita

Q-Vital

Energen

Strategic CanvassCMD Category

Only 13 % are aware of ALL the core products of Nesvita.

Point ABrand Issues

Consumers perceive some attributes of Nesvita as appealing more to FEMALES.

Taste

Packa

ging / D

esig

n

Advoca

cy / W

elln

ess

Adverti

sem

ents

0%

30%

60%

90%

No ClaimBothMaleFemale

Point ABrand Issues

Brand is “soul-searching”

Brand Visioning Exercise

Point ABrand Issues

To communicate a distinct and clear brand image for Nesvita, making it the authority on young adult wellness as it

accompanies its consumers every morning, starting the day feeling great and looking great.

Point BOur Destination

To help the Filipino young adults by providing the healthy and nourishing breakfast meal that they need each day to be a step closer to their life’s dream.

Our Mission

To make Nesvita the top of mind choice of the Filipino young adults when they think about HEALTH, WELLNESS and FITNESS.

Our Vision

Our Manifesto

Everyday morning habit that will touch lives by giving everyone a chance and choice of having a healthy body that will allow them,

the consumers, to experience a full and rich life.

Primary Competitors

Brand FrameworkMarket Space

Milk Hot Cereals Cereal Milk Drink

Anlene Quaker Oats Q-vital

Anchor Energen

Shape Up

Secondary CompetitorsMilk Cold Cereals Yogurt Drinks

Birch Tree Kellogs Cornflakes Alaska Yoghurt Drink

Sustagen

Other Fortified RTD Milk Drinks

General Target Market

Brand FrameworkTarget Audience

YOUNG ADULTS

SEC Upper C to Upper AMEN AND WOMEN18-30 years old

Marian, 21 years old, SEC B

Works as a management trainee Single, but

always looking Someone who’s out to conquer the world

Aims for a holistic lifestyleKicking off a good start in

the morning is important, as each day is a chance to step closer to her goals

Brand FrameworkTarget Audience

Brand FrameworkThe Insight

“I need something that accompanies me at the start of my day, making me feel healthy by eating the right food that gives my nourishment, and helping me feel and look great as I go out and go for the world.”

“Every day is a hectic day for me, so I want to start each day by having a healthy breakfast to keep myself going throughout the challenging day ahead.

Because when you start the morning right, everything will follow.”

Brand FrameworkThe Insight

Brand FrameworkProduct Benefits

Emotional

Feel great from inside out

Feeling of being healthy

Functional

Convenience

Right nutrition

Companionship

Brand FrameworkThe Discriminator

Only Nesvita can be your personal companion in kicking off your mornings right, by giving you

the right nourishment to make you feel good and look good, so you have both the vitality

and confidence to go after what you want in life.

Brand FrameworkValues & Personality

CompanionAspirational

Healthy

Brand FrameworkReasons to Believe

Communications

Brand FrameworkCompelling Tagline

One Unifying Tagline

Start your day with me.Nesvita

Tagline to be used by ALL products of Nesvita

Focus Nesvita’s brand image amidst the multiple categories

Personifies Nesvita


Confident and Spontaneous

Encouraging yet Sincere

Tone of Voice

Soothing and Warm






To be cued by the different versions of

Wanna be [product benefit]*?

*depends on the product


Start your day with me.

Product Taglines

Wanna be sexy?

Nesvita Pro-Weight Management


Product Taglines


Wanna be fit?

Nesvita Cereal Milk Drink


Product Taglines


Wanna be chorva?

Nesvita Chorva

Case Study Nesvita Mktg

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