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Tag: Munch

  • Nestlé Munch, Star India celebrate ‘Crunch Ka Attitude’

    Nestlé Munch, Star India celebrate ‘Crunch Ka Attitude’

    MUMBAI: Nestlé MUNCH, one of the leading confectionery brands reaching over 80 million households every year, and Star India network, which reaches 700 million viewers a month, have launched #CrunchKaAttitude campaign. The campaign celebrates the confidence and spirit of many young Indians and their families during these testing times and aims to spread hope and positivity. It will be rolled out across Star India’s network of channels as well as select digital platforms in Hindi, Tamil, Telugu, Malayalam and Kannada.

    Nestlé India director – foods & confectionery Nikhil Chand said, “In the current environment, the young in the family have their own sets of doubts to overcome – like exams getting postponed, online classes, connections with friends becoming virtual and many such moments of doubts. But, in these moments of anxiety and fear of the unknown, the resourceful and resilient young Indians play their part with enthusiasm and positivity to make a difference to their families, friends and especially themselves. Nestlé MUNCH, with a range of delicious, light, affordable treats, has stood for crunching any anxiety with the power of this positive attitude. The video voices a sentiment of resolve of the youth of India to play their part with a positive attitude. Nestlé MUNCH proudly collaborates with Star India network to celebrate this inventiveness and positivity, this #CrunchKaAttitude of millions of youngsters across India.”

    “We are excited to collaborate with Nestlé MUNCH to roll out ‘Crunch Ka Attitude’ campaign across our network, to share the message of hope and positivity to millions of our viewers. It’s inspiring to see how the youth is boldly accepting the ‘new normal’ during these unprecedented times. Besides supporting their families with daily chores, they are also upskilling themselves to come out of the situation better and stronger,” said Star and Disney India head – ad sales Nitin Bawankule.

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  • Nestlé Munch launches IPL campaign

    Nestlé Munch launches IPL campaign

    MUMBAI: One of India’s largest coated wafer brands, Nestlé Munch, strives to participate in the passion consumers have for music, movies and cricket by integrating it to the core of its communication.

    In 2016, it was the Munch Macha campaign with Shruti Haasan as the brand ambassador along with the famous musical trio of Shankar, Ehsaan and Loy, followed by the mega thematic campaign with Baahubali 2 in 2017. This year, the brand is carrying out another category first by joining hands with three of the most popular T20 franchises–Mumbai Indians, Kolkata Knight Riders and Royal Challengers Bangalore–as the official crunch partner for IPL 2018.

    To ‘crunch’ the T20 season, Nestlé Munch is launching a special campaign–Munch MyT20. Recognising the desire for today’s teens to express themselves and standout, the brand is giving out ‘attitude bands’ free with its Rs 10 packs. The attitude bands, designed in-house, are fashion accessories for both cricket and non-cricket enthusiasts. Available in seven designs, each band personifies a unique attitude and attempts to create a cool new lingo for teens to express themselves.

    The Munch MyT20 TV commercial features Priya Prakash Varrier as the protagonist who gets “free ka attitude” with the MyT20 attitude bands.

    Continuing with the trend of category-first initiatives, Nestlé Munch will be introducing a special Orange Spinner flavour variant celebrating India’s love for cricket. Priced at Rs 10, the new Munch Orange Spinner will hit the shelves in the middle of April pan-India.

    Moreover, Munch is also launching a special Munch MyT20 MACHA box.

    In a nation where music, movies and cricket lie in the hearts of millions, Nestlé Munch’s MyT20 campaign will ensure it continues to be loved as an exciting brand across the country.

     

  • Nestle India’s marketing budget Rs 450 crore for FY-2014?

    Nestle India’s marketing budget Rs 450 crore for FY-2014?

    BENGALURU: One of the biggest spenders on advertisement and sales promotion in India is nutrition, health and wellness company Nestle India Limited (Nestle). The company which owns brands such as Nestle, Maggi, Everday, Barone, Munch, Kitkat, Milkybar, Polo, Alpino among others is expected to spend in excess of Rs 400 crore towards advertising and sales promotion (ASP) during the current calendar year that ends on 31 December 2014 (FY-2014).

     

    Notes: 100,00,000 = 100 Lakhs  = 10 million = 1 crore.

     

    Let us look at the company’s numbers over the last ten years starting FY-2004 until FY-2013.

     

    As per Figure 1 below, Nestle’s total revenue from operations (TIO) has had a compounded annual growth rate (CAGR) of 16.93 per cent from Rs 2227.57 crore in FY-2004 to Rs 9109.05 crore in FY-2013. Its ASP has grown by 14.04 per cent CAGR from Rs 121.26 crore (5.4 per cent of TIO) to Rs 395.48 crore (4.3 per cent of TIO) during the same period. Using 14.04 per cent ASP growth as a yardstick, the company is expected to spend around Rs 450 crore in FY-2014 towards ASP.

     

    Background: Over the last 10 years, the company’s ASP has always increased in absolute rupees with an average y-o-y growth of 14.4 per cent. However, ASP in 2004 was 10.9 per cent lower than the ASP in FY-2003, which was 9.7 per cent lower than the ASP in FY-2002, which in turn was lower by 3.0 per cent as compared to the ASP in FY-2001.

     

    If Nestle’s TIO rows at 16.93 per cent, it would be reach around Rs 10,640 crores for FY-2014. Assuming ASP as 4.3 per cent of TIO, Nestle should spend around Rs 460 crore towards marketing. Nestle’s TIO in FY-2014 grew at 9.2 per cent as compared to the Rs 8334.53 crore in FY-2012. Assuming a growth of 9.2 per cent and ASP as 4.3 per cent of TIO, the corresponding numbers of TIO and ASP for FY-2014 are about Rs 9940 crore and Rs 432 crore.

     

    While in absolute rupee terms the company’s ASP shows a linear increasing trend, in terms of percentage of TIO, the linear trend is downwards. Across 10 years, the company’s average ASP is 4.82 per cent, of TIO, with a maximum of 5.5 per cent of TIO in FY-2005 and a minimum of 4.3 per cent of TIO in FY-2011, FY-2012 and FY-2013. Hence, company’s ASP across the last 3 years of 4.3 per cent is much below the 10 year par.

     

    Disclaimer: Being a part of a multi-national group, the company is generally quite tight lipped about sharing financials unless it has to legally do so. Details about the company’s advertisement spends are not indicated even in the company’s annual reports – what you have is a combination of the advertisement and sales promotion spends declared as a single entry in the notes forming the part of the company’s annual financials. There is really no way that one could pin an exact number for these spends unless one has an inside track on the company’s marketing budgets. The projections in this report are pure conjecture based on the historical annual numbers revealed by the company in its annual reports. The author has no knowledge about Nestle’s strategy, past or present.

     

    The numbers deduced in this report may be quite similar or way off the mark from the numbers that the company will reveal in its annual report for FY-2014 early next year. The company’s financial year ends on December 31, hence Q1-2014 and Q2-2014 means quarter ended March 31, 2014 and June 30, 2014 respectively in this report.

     

    Some more: For Q2-2014, the company reported y-o-y growth of 9.4 per cent in TIO at Rs 2431.97 crore from Rs 2222.71 in Q2-2013, and 4.8 per cent more than the Rs 2321.51 crore in the immediate trailing quarter. Nestle’s HY-2014 TIO at Rs 4753.48 crore was 6.2 per cent more than the Rs 4478.06 crore reported for HY-2013. Even if one were to go by the lowest figure of 4.8 per cent growth, TIO for FY-2014 would be Rs 9534.09 crore. Maintaining ASP of 4.3 per cent of TIO, the company’s marketing spend for FY-2014 works out to about Rs 414 crore.

     

    Given the fact that the company has been witnessing consistently lowering rate of growth since FY-2011 past few years, a marketing push would help Nestle reverse the trend, besides other strategies like launch of new products or revamping of old or existing products.

     

    The company, in its Q2-2014 earnings release, says that it has recently launched Nestle Sweet Lassi, Nestle Buttermilk and Ayurvedic Herbs and Spices and Maggi Oat Noodles to its portfolio.

     

    Based on the above numbers and launches, marketing spend in range of Rs 450 crore with a variation of + 10 per cent seems a reasonable number for FY-2014.

  • Pogo Amazing Kids Awards get interactive this year

    Pogo Amazing Kids Awards get interactive this year

    MUMBAI: It’s time for the third edition of the Pogo Amazing Kids Awards (PAKA) and this time the fun and frolic around the awards is set to double. Unlike its previous two editions, this time round apart from airing the awards on Pogo in December, the channel will also weave programming around it.

    “We will be presenting PAKA in a serialised format this year comprising 19 episodes over a period of seven weeks, which will showcase the kids who are shortlisted in the award categories,” says Turner International India vice president advertising sales and networks (India and South Asia) Monica Tata.

    What’s more, for the first time, the show will also weave interactivity around it wherein viewers can SMS and vote in for their favourite kids in various categories. The call of voting for Paka will start from 15 September and will end of 31 October. The awards will be held in December.

    The series will begin airing on 4 November. The first eight episodes will be non-category specific, profiling episodes, with the viewer getting to see five amazing kids every episode. The ninth episode will be a re-cap and episodes 10 – 17 will have the top three kids’ pitched against each other vying for the top rung by impressing the jury, viewers and thereby getting their votes. Episode 18 will again be a re-cap and also the curtain raiser to the finals. Winners will be announced in the 19th episode.

    The winners will get a child benefit policy worth Rs 500,000 and will also get a change to be on Pogo through 2007. Derek O’Brien’s company will manage the entire selection and search process for PAKA 2006.

    The search for the 40 kids from eight categories (five kids per category) of arts, sports, music, singing, dance, genius, leadership and entertainment will begin on 1 August and end on 20 August. These 40 kids will further be shortlisted to 24 (three per category).

    Tata added, “Having the distinction of being the country’s only televised kids’ awards, as also a unique platform that acknowledges India’s wealth of budding talent and kids’ choices, Pogo Amazing Kids Awards 2006 aims to raise the benchmark for children’s awards in the country through audience polls and a panel of illustrious judges whose combined feedback would determine which amazing Indian kid bags each of the eight coveted titles. Right from the solicitation phase up to the grand finale, every phase of Pogo Amazing Kids Awards 2006 will truly reflect Pogo’s promise of being a channel that Indian kids can call their own.”

    PAKA is divided into two sections – Pogo Voice Awards and Pogo Kids Awards. The Pogo Kids Awards segment will recognize exceptional talent and brilliance and reward them for their extraordinary talents in multiple areas.

    The channel has tied up with Bata as their on-ground partners, wherein kids can avail of the entry forms from any of the 850 Bata outlets across the country. Forms can also be downloaded from www.Pogo.tv and information can also be found by sending an SMS to 8558.

    Apart from that there are two presenting sponsors (Horlicks and Parle G) and six associates sponsors (Kellogg’s, Big Babol, Kissan, Reynolds, Munch and Ganuchi Shoes).

    To promote PAKA 2006, Pogo will kick off an integrated media campaign comprising outdoor, print, internet and school contact programmes. Mailers will be sent out to 200,000 kids across India and school contact programmes will be held in approximately 3000 schools.