Akansha sareennescafe

ORIGIN and HISTORY of

NESCAFÉ

History of Nescafe

• NESCAFÉ = nestlé + café• Founder of coffee-Max Morgenthale-took 7

years • Began in 1930-Brazilian Government

approached the multinational Nestle• Nescafe brand introduced in India in late

1990s• NIL launched Nescafe Gold and Nescafe Gold

Decaffeinated (Aug 2000)

• The company reintroduced the Nescafe brand in 2003

• Product now known as Nescafe Taster’s choice (in the US of America)

LOGO of

NESCAFÉ

Corporate Design

• Logo designed by Roman Klis Design• Entrusted with integration of the brand environment• Includes packaging design and point-of-sales

presentation• Distribution systems such as automatic coffee

dispensers

Brand Design

Helps reinforce the message and the recognition of the brand

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 representing the strength of its qualityAlso 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 separate word

The words “NESTLE” combines with the sense of fun and warmth of a

“CAFÉ”

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

SWOT ANALYSISOf

NESCAFÉ

BRAND EQUITYOf

NESCAFÉ

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

STAGES Steps of gaining brand loyalty1. 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 promotion3. Creation of Brand Identity4. Creation of Trust

• Consistent image• Consistent quality of product

Website – (www.nescaferedcup.com)

www.nescafe.com

Television Commercials• 1998-2000: stressed on Nescafe 3-in-1 with the easy-

to-make messages.

• 2001: began to advertise Nescafe’s good aroma as its message.

• 2002: introduced its Ready-to-Drink canned coffee

• From 1998 to present: Nescafe has gradually focused on its big idea.

Old Nescafé Commercial with Margaret Draper.flv

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”

OLD INDIAN ADs _Nescafe_.flv

2005

2006

2008

THANK YOU