GROUP MEMBERSM. Faheem SiddiquiDanish KhanKanwar Kashif AliGhulam AliM. Ibrahim Shaikh

HI-STORY OF COFFEE

HI-STORY OF COFFEE

• There are different stories about coffee• Goat Herder in Yemen Discovered• Slaves used to eat roasted in Ethopia• Arabs did not allow its seed to carry• First coffee house established in Makkah• Dutch Planted it in India/ Sri Lanka• French Navy Officer Brought it to Paris• USA is the Biggest Market for Coffee

ORIGIN and HISTORY of

NESCAFÉ

HISTORY OF NESCAFE

• NESCAFÉ = Nestlé + Café ‘Nes’ means Miracle ‘café’–coffee; miracle with coffee

• In 1930-Brazilian Government approached the multinational Nestle to use surplus crop

• Max Morgenthale -In 1938 developed Soluble coffee

• Nescafe brand introduced in Pakistan in 90s• NIL launched Nescafe Gold and Nescafe Gold

Decaffeinated (Aug 2000)• Creamy 3in1 launched in September 2006

• The company reintroduced the Nescafe brand in 2003

• Product now known as Nescafe Taster’s choice (in the US)

Old Nescafé Commercial with Margaret Draper.flv

LOGO of

NESCAFÉ

Corporate Design

• Logo designed by Roman Klis Design• Corporate logo is used for promotion on

shops, bill board, banners, etc.• Brand logo is used on packaging.• Automatic coffee dispensers, Espresso,

Nespresso, Dolce-Gusto

Brand Design

Nescafe’s Products

Nescafe Gold Range Nescafe Classic Nescafe Espresso Nescafe Premium

Nescafe Decaff Nescafe Cappuccino Nescafe Frappe Nescafe 3 in 1 Nescafe Dolce Gusto

SWOT ANALYSISOf

NESCAFÉ

BRAND EQUITYOf

NESCAFÉ

Value of Brand Equity• The intangible added value

that a brand provides to a company beyond its physical net assets

• Nescafe has a high image of Television Commercials

• Nescafe wants to maintain its image of cool and trendy

STAGES Steps of gaining brand loyalty1. Nestlé + café = NESCAFE

• Easy to pronounce• Brand consistency• High reputation of the Nestle

2. Creation of Brand awareness• Media mix – TVC, radio, magazine, cinema,

packaging, event sponsorship, sales promotion3. Creation of Trust

• Consistent image• Consistent quality of product

Television Commercials• Nescafe has gradually focused on its big idea • began to advertise Nescafe’s good aroma as its

message.

• introduced its Ready-to-Drink canned coffee

• stressed on Nescafe 3-in-1 with the easy-to-make messages.

•

• .

Nescafe 3 in 1 Creamy TVC 2013.flv

Year Theme

2005“Wake up the spirit with Nescafe Red Cup”

2006“Your day doesn’t really start until you have your Nescafe Red Cup”

2007“ Your cup your way, Your day your way”

2008“Better coffee with better morning” OLD INDIAN ADs _Nescafe_.flv

Entrepreneurship in Nescafe

• First Instant coffee introduced in 1938• Supplied to US Army• Promotion of Aroma of Nescafe• Established Café-Nescafe• Introduced Coffee Making Machines• Strong Media campaign• Targeted different age groups• ‘Think Globally, Act Locally’ Strategy

THANK YOUSir Sohail Qureshi & the class