This document discusses models of persuasion including Cialdini's model and Aristotle's model. It then discusses how Nestle's Maggi brand was banned in India in 2015 due to high MSG levels, negatively impacting Nestle's brand image and market share over 2015-2016. However, through a successful advertising campaign, by early 2019 Nescafé was able to regain a 50.9% market share in India's coffee market.

1. Nescafé
Let’s get started
By: Aniket Sharma(20DM033)

2. Models of Persuasion
Cialdini’s Model01
Aristotle’s Model02

3. Cialdini’s Model of Persuasion
Authority
Liking
Social Proof
Consistency
Reciprocity
Scarcity
People value
what is scarce
Opinion of an expert
matters
Friend in need
Power in Unity
Too stubborn to
give-up
It is a give and take
game

4. Ethos Pathos Logos
Appealing to
Ethics, Morals
and Character
Appealing to
Emotions
Appealing to
Logic
Aristotle’s
Model of
Persuasion

5. Ban on Maggi(May 2015)
Another product by Nestle got banned due to presence of
high levels of Monosodium Glutamate.
Brand Image is Tarnished
Most of the Nestle products loose their
credibility which was reflected by the sudden
decline in market share for the FY 2015 and
FY2016.

6. Market Share of 51.1% with brands such as
Nescafe Classic and Nescafe Sunrise till the last
quarter of 2014
51.1%
48.3%
44.6%
42.3%March 2016
September 2015
March 2015
September 2014

7. Impact of a
Successful
Advertisement
Campaign
Nescafe regained a market share of 50.9% in
the early half of 2019

8. Thank You