The document provides information about Nescafe, including its history and products. It discusses how Nescafe was developed in 1938 as a soluble coffee by Nestle to use Brazil's surplus coffee crop. Over time, Nescafe launched various products globally and established its brand through consistent marketing campaigns emphasizing the aroma of Nescafe coffee. It became the number one brand of instant coffee worldwide due to its entrepreneurial approach in introducing innovations to promote coffee consumption.

2. GROUP MEMBERS
M. Faheem Siddiqui
Danish Khan
Kanwar Kashif Ali
Ghulam Ali
M. Ibrahim Shaikh

3. HI-STORY OF COFFEE

4. 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

5. ORIGIN and HISTORY
of
NESCAFÉ

6. 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

7. • The company
reintroduced the
Nescafe brand in
2003
• Product now
known as
Nescafe Taster’s
choice (in the US)

8. LOGO
of
NESCAFÉ

9. 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

11. 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

13. SWOT ANALYSIS
Of
NESCAFÉ

15. BRAND EQUITY
Of
NESCAFÉ

16. 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

17. 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

18. 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.

19. 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”

20. 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

21. THANK YOU
Sir Sohail Qureshi & the class