Nescafe entrepreneur

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Showing history of coffee, nescafe SKUs, it's promo and entrepreneurship in nescafe

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Nescafe entrepreneur

  1. 1. GROUP MEMBERS M. Faheem Siddiqui Danish Khan Kanwar Kashif Ali Ghulam Ali M. Ibrahim Shaikh
  2. 2. HI-STORY OF COFFEE
  3. 3. 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
  4. 4. ORIGIN and HISTORY of NESCAFÉ
  5. 5. 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
  6. 6. • The company reintroduced the Nescafe brand in 2003 • Product now known as Nescafe Taster’s choice (in the US)
  7. 7. LOGO of NESCAFÉ
  8. 8. 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
  9. 9. 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
  10. 10. SWOT ANALYSIS Of NESCAFÉ
  11. 11. BRAND EQUITY Of NESCAFÉ
  12. 12. 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
  13. 13. STAGES Steps of gaining brand loyalty 1. 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 promotion 3. Creation of Trust • Consistent image • Consistent quality of product
  14. 14. 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.
  15. 15. 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”
  16. 16. 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
  17. 17. THANK YOU Sir Sohail Qureshi & the class

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