Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

45

Nescafé Sunrise

Nescafé Sunrise is an instant coffee from Nestlé. From the 1980s onwards, there has been a significant diffusion of instant coffee, especially in the southern parts of India (Sanghvi, 2016). Nescafé Sunrise is a coffee–chicory mix from Nestlé, and it is a competitor to Bru, entering the market after Bru was introduced (see the chapter on Bru for more details). The Sunrise brand always concentrated on mornings as an occasion to target; and over a period of time, Nescafé Sunrise has been targeting young urban couples (Business Standard, 2011). The idea of connecting the morning coffee-drinking occasion with young urban couples is perhaps to ensure that the brand becomes a part of the daily ritual of these young couples.

In recent ...