Coffee originates from arabica beans and gained popularity in Yemenite Sufi circles, becoming a substitute for wine. Nescafe is the leading coffee brand due to its marketing, product innovation, and emotional advertising, while Bru has also been competitive through strategic positioning and aggressive campaigns. Coffee is the second most traded commodity globally, with numerous health benefits, though overconsumption can lead to negative effects, highlighting the complexity of its impact on individuals.

1. COFFEECOFFEE

2.  Coffee derives its name from Arabica.
 Coffee first became more popular in Yemenite Sufi
circles who began to refer to coffee as wine because like
wine it also dulls the appetite.
 Coffee became the replacement of wine and Sufi’s
transferred the meaning wine to coffee and introduced it
further in to Cairo

3.  Arabica coffee beans
are smoother, more
aroma ,more
expensive and the
bush takes longer to
grow up to 5 years
 Robusta coffee beans
are harder, harsher
and more caffeine.
The bush takes only
3 years to develop

4. Various brands which we came across during the field trip
were:
• Nescafe
• Bru
• Tata coffee
• Sussegasdo Coffee

6. •Nescafe is the most preferred brand when compared to
Bru and Tata.

7. Few of the factors which make nescafe better than the other
brands are:
 Healthy product
 Marketing strategy
 Innovation in products

9.  Nestle has used persuasive advertising with an emotional aspect to make it a
success and through which it has made a household premium brand.
 Another powerful tool is the widely known ‘Nescafe tune’ which is one of the
best advertising campaigns launched 20 years ago and we still hum the tune.
 Nescafe also focuses on producing high quality products and experiments with
a lot of variants

10.  Bru is positioned on the theme of happiness. The brand has the tagline
“Happiness begins with BRU “. The positioning and communication has
been consistent with the brand’s promise of kick-starting one’s day with
BRU.
 All these years, the brand had been fighting for the number one position
with Nescafe finally in 2008, the brand pushed Nescafe to the second
position.
 Success of BRU can be attributed to the following factors
 Innovation in new products
 Innovation in packaging
 Aggressive campaigns

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44
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12. THE WORLD’S MOST IMPORTANT BEVERAGE

13. • Shepherds discovered coffee in Ethiopia
circa 800 A.D
• Coffee is the second most traded commodity
on earth.
• The majority of coffee is produced in Brazil.
• Hawaii is the only state in the U.S. that
commercially grows coffee.
• There have been five attempts to ban
coffee throughout history.
• New Yorkers drink almost seven times as
much coffee as the rest of the U.S.
• George Washington invented instant coffee.
• There’s a coffee shop in France where not
saying “HEELO” and “PLEASE” makes
your coffee more expensive.

14. • It has been estimated that it would take 70
cups of coffee to kill a 70kg person.
• Americans consume 400 million cups of
coffee per day.
• The original definition of coffee means
"wine.“
• The world's most expensive coffee is $600 a
pound.
• Originally coffee was eaten . African tribes
mixed coffee berries with fat which formed
edible energy balls.
• All coffee in the world grows in the Bean
Belt. Bean belt is the area between the
Tropics of Cancer and Capricorn.

15. Research shows coffee has reduced risk of some diseases and
ailments including
PARKINSONS
ALZHEIMER’S
TYPE II DIABETES
ASTHAMAATTACKS
CIRRHOSIS OF LIVER
CANCER- ORAL, ESOPHAGEAL,PHARYNGEAL.
GOOD FOR GARDEN- USED COFFEE GROUNDS
BENEFIT MANY PLANTS, ADDING NITROGEN TO THE
SOIL.

16.  EVEN THOUGH CAFFEINE CAN HAVE POSITIVE EFFECTS,
OVERCONSUMPTION MAY CAUSE NEGATIVE RESULTS.
 CHANGES IN SLEEP PATTERNS.
 INCREASES BLOOD PRESSURE
 CAN STAIN TEETH
 MAY CAUSE AUDITORY HALLUCINATIONS
 ACIDS CAN AGGRAVATE HEARTBURN
 COFFEE IS AMONG CROPS MOST HEAVILY SPRAYED WITH
PESTICIDES.

17. In conclusion, there are plenty of reasons for us to think about when
deciding if we should drink coffee or not, and obviously the effects
of coffee are different from person to person. We cannot deny that,
coffee does play an essential role in the daily lives.
Caffeine is allowed to be sold to the general public because it has
multiple positive effects. This of course means that the average
person who consumes caffeine regularly has nothing to worry about,
unless they consume it in place of sleeping, for then they have to deal
with effects of sleep deprivation. With this being said, caffeine is a
natural pick-me-up that puts you in a better mood along with making
you more alert, so don’t just sit there. Get out and have a cup of
coffee!