Nescafe is a global coffee brand introduced in 1938 by Nestle. It combines Nestle and cafe in its name. The iconic red mug symbolizes sharing happiness. Nescafe Classic is the number one pure coffee brand worldwide and in Africa, offering a rich taste and mental/physical stimulation. It targets middle to upper class consumers and positions itself as a 100% pure instant coffee that can be enjoyed conveniently anywhere.

1. Presented To:
Abu Sohel Mahmood
Presented By:
Ucchash Talukder (15201017)
Tabassum Yusuf (15301001)
Moumita Hore (15201024)
MKT 470
Brand Management

2. About
Brand History:
Brand Name : Nescafe
Parent Brand : Nestle
Country : Switzerland
Introduced: 1938; 79 years ago
Market: Worldwide
Tagline: It all starts with a Nescafe
Max Morgenthaler

3. Logotype
NESCAFE – A combination of NESTLE and CAFÉ.
“NES” means Miracle, “CAFÉ” means Coffee.
Miracles with Coffee.
NESCAFE – in capitals with a line going from the top
of the N to the accent E.
Another well known brand element is the mug.

4. The word ‘’NESCAFE”
combines with the sense of fun
and warmth of a Café.
Helps reinforce the messages and
the recognition of the brand.
N’s stroke covers all the rest
of the letters to create unity.
The little stroke above E
suddenly makes the word café
be seen as one separate word.
Letter style is strong and bold
representing the strength of its
quality. Also implies
sophistication of its taste
through the use of Serif font.

5. Nescafe logotype was always the same since its origin.
The semantics of the brand basically describe the product
and also the phonetics are smooth for most languages.
The symbol added to convey the brand
meaning was the red mug.

6. TAGLINE:
A new Tagline
A new Identity
A new Positioning

7. NESCAFÉ® Classic is the
world's and equatorial
Africa’s number one pure
coffee brand.
Its distinctly rich taste and
aroma offers physical and
mental stimulation;
CLASSIC

8. Nescafe classic primary Target Markets Basically are the
coffee drinkers and the morning people.
 They Target people who need coffee without any hassle,
ready within a minute. all in the comfort of their own home.
 They Target consumer who are middle class, upper
middle class and upper class
NESCAFÉ classic offers coffee that can be enjoyed
everywhere at your convenience.
CLASSIC

9. CLASSIC
To bring NESCAFE to people around the
globe, providing a "1 NOW 1 NESCAFE"
to satisfy every aspect of needs.
NESCAFÉ is dedicated to making great tasting coffees
for you to enjoy every day.

10. CLASSIC
Nescafe’s positioning is
“ 1 coffee cup , 1 good feeling”
The Red Nescafe mug is another popular symbol of the
brand with the concept of
“Sharing Happiness”
Nescafe Classic positioned as “ 100% Pure instant coffee”

11. CLASSIC
“Nescafe is a contemporary, up-beat brand of distinctive
quality that offers a rewarding coffee experience every time,
everywhere

12. 1 2 3 4
10
9
8
7
6
6 7 8 9 10
4
3
2
1
Quality(Low) Quality
(High)
Convenience (High)
Convenience (Low)
Nescafe
Starbucks coffee
Gloria Jean’s

13. CLASSIC
Rational Features
Quality : Good quality product .Strong quality control
techniques and manage to develop a strong bond
with its customers.
Price: Considerably cheaper than the competitors

14. CLASSIC
Emotional benefits
• Increase mental alertness.
• Improve physical performance.
• Help to ease headaches.
• Help to reduce weight

15. CLASSIC
Brand personality
Nescafe’s brand personality is ‘Friendship’
Brand personality can be classified into 2 types-
• Emotion centered ( Friendship, Inspiration, Compatibility)
• Human centered (Demographic & Geographic)

16. CLASSIC
(Brand Essence)
100%
Urban Youth
(Benefits)
Energy
Relax
Inspire
(Attributes)
Bright
Packaging
Bright red mug
Price

17. Packaging & Labeling
Packaging:
• 200 gr glass jars for sustainable packaging and 100 gr bags or
5 gr sachets for easy usage
• Combine with red, white and black and the classic Nescafe
logo.
• Innovative package design that has the benefit of being
convenient and environmentally friendly.
CLASSIC

19. NESCAFE Alarm Cap “The most Innovative
Packaging” in Coffee.

20. Labeling
Identifies : Easy recognition
Grade: 100% natural coffee
Describe : Nestle Products
(Malaysia)
CLASSIC

21. Brand Management
 Market entry strategy
 Market and Demand Structure
 Price Adjustment Strategy