Company: Nestle
Brand analysis: # 530
Most recent Alpine Nestle's company offers in the Rs 5562 crore Indian market of chocolate. The top end of this market is witnessing interesting action with silk Cadbury, Ferrero Rocher, Toblerone leading the fight. According to reports, 30% of the market is now consisting of premium chocolates.
Nestlé had always been a laggard in the Indian market of chocolate. After Kitkat and Munch, the company had no serious spear. Rarely fought the leader Cadburys and also tried to answer any of the releases of the market leader.This year, Nestle shook the market with the launch of its range of quality branded Alpine Nestle. Alpine has a striking resemblance to Ferrero Rocher. Packing and the shape of the product puts Alpino launched directly against Ferrero Rocher. That comparison gives the brand an image premium without any effort.Nestlé Alpine is positioning itself as a chocolate that must be shared. There is a touch of romance to this brand and this stands in launching campaigns.In addition to the attributes of the product like chocolate bon-bon with creamy interior, making it different to Alpino are love messages posted within the wrapping of Alpino. There are more than 150 messages within the containers. This makes the brand a great affordable gift of love. Nestle has been investing heavily to increase the distribution and POP promotions for Alpine and is also demonstrating it. The brand is priced at Rs 25 a package and the price is spot-on. Ferrero Rocher although it is of similar price range has a perception of being an expensive product and this have prevented many purchase it frequently. But Alpine was able to create an image of an affordable luxury.Alpine it has all the potential to become a success in the Indian market and can overshadow the Ferrero Rocher in the India brand. The fact that Indian consumers are now increasingly more choice for more traditional premium mithai chocolates also favors product such as Alpino. 
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