Nescafe

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Nescafe

  1. 2. ORIGIN and HISTORY of NESCAFÉ
  2. 3. History of Nescafé <ul><li>NESCAFÉ = nestlé + café </li></ul><ul><li>Max Morgenthaler, a coffee guru, took 7 years to research a way of producing a quality cup of coffee that could be made simply by adding water. </li></ul><ul><li>First introduced in Switzerland, on April 1st, 1938 </li></ul><ul><li>By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking to coffee-houses to hear the new rock ’n’ roll music. </li></ul><ul><li>In 2004 Nestles’ share grew immensely to be the world’s largest direct purchaser of coffee </li></ul><ul><li>Today, NESCAFE is offering its worldwide chains in 32 countries; for example, France, China, Canada, Greece, and Thailand. </li></ul>
  3. 4. 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
  4. 5. <ul><li>helps reinforce the message and the recognition of the brand </li></ul>white on a contrast background color which can be slightly altered to suit the packaging of any product N’s stroke covers all the rest of the letters to create unity letter style is strong and bold, thus represents the strength of its quality, but yet also implies sophistication of its taste through the use of Serif font. the little stroke above the letter E suddenly makes the word café be seen as one separated word The words “NESTLE” combines with the sense of fun and warmth of a “CAFÉ”
  5. 6. Website – www.nescaferedcup.com
  6. 7. <ul><li>Roasting change the colour of the beans. </li></ul><ul><li>First they turn yellow and then brown. </li></ul><ul><li>Temperature and time are fully controlled by computers. </li></ul><ul><li>A medium roast produces a well–rounded, rich flavour and aroma and a dark roast gives a strong, distinctive flavour. </li></ul>ROASTING
  7. 8. <ul><li>NESCAFE ROASTING </li></ul><ul><li>NESCAFÉ has long mastered the roasting procedure to perfection. </li></ul><ul><li>  NESCAFÉ roasters use computer-controlled roasters to ensure consistency in the quality of the roasted beans. </li></ul><ul><li>One of our darkest roasts is NESCAFÉ BLACK GOLD </li></ul>
  8. 9. Year Target 2005 25-28—Spirit seeker “ Wake up the spirit with Nescafe Red Cup” 2006 22-17—Life seeker “ Your day doesn’t really start until you have your Nescafe Red Cup” 2007 Ambition flirter “ Your cup your way, Your day your way” 2008 Young cosmopolitans with contemporary lifestyle “ Better coffee with better morning”
  9. 10. 2005 <ul><li>Nescafe targeted the group age of 25-28 years; they are considered as “ spirit seekers ”. </li></ul><ul><li>Nescafe’s brand ambition was aimed to make its customers/drinkers think of Nescafe as their most favorite and real morning stimulating cup of coffee </li></ul><ul><li>“ Nescafe Red Cup can wake me up and bring my spirit alive because of its fresh taste and aroma.” </li></ul>
  10. 12. 2006 <ul><li>In year 2006, its target group was younger than the previous year; they were “ life seeker”. </li></ul><ul><li>They need something to stimulate body and soul to start the perfect day early with a kick enthusiastically and optimistically. </li></ul><ul><li>aromatic coffee as its selling point </li></ul><ul><li>“ Your day doesn’t really start until you have your Nescafe Red Cup.” </li></ul>
  11. 14. 2007 <ul><li>T arget to “ a mbition flirters ” ; they are successful people. </li></ul><ul><li>To perceive Nescafe Red Cup as the perfect cup of coffee that understands exactly just what the ambition flirters need to face everyday </li></ul><ul><li>My Perfect Cup That Inspires Me To Be Me—“Your cup your way, your day your way.” </li></ul>
  12. 16. 2008 <ul><li>The target group is more specific, “ Young Cosmopolitans ” with contemporary lifestyle </li></ul><ul><li>aim s to make NESCAFE Red Cup the first cup of any drink in the morning in the consumers’ mind </li></ul><ul><li>It has improved the taste and aroma of the coffee (Quality-stressed) </li></ul><ul><li>“ Better cup, better morning.” </li></ul>
  13. 18. THANK YOU

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