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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      Brand 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
Helps reinforce the message and
              the recognition of the brand
                                                          The little stroke above
                                                           the letter E suddenly
 The words “NESTLE”                N’s stroke covers      makes the word café
combines with the sense            all the rest of the        be seen as one
 of fun and warmth of a             letters to create         separate word
         “CAFÉ”                           unity




       White on a contrast                    Letter style is strong and bold
 background color which can be            representing the strength of its quality
    slightly altered to suit the          Also implies sophistication of its taste
   packaging of any product                   through the use of Serif font.
Akansha sareennescafe
Akansha sareennescafe
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 ANALYSIS
     Of
  NESCAFÉ
Akansha sareennescafe
BRAND EQUITY
     Of
  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 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 Brand Identity
4. 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.
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”
2005
2006
2008
THANK YOU

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Akansha sareennescafe

  • 2. ORIGIN and HISTORY of NESCAFÉ
  • 3. 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)
  • 4. • The company reintroduced the Nescafe brand in 2003 • Product now known as Nescafe Taster’s choice (in the US of America)
  • 6. Corporate Design Brand 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
  • 7. Helps reinforce the message and the recognition of the brand The little stroke above the letter E suddenly The words “NESTLE” N’s stroke covers makes the word café combines with the sense all the rest of the be seen as one of fun and warmth of a letters to create separate word “CAFÉ” unity White on a contrast Letter style is strong and bold background color which can be representing the strength of its quality slightly altered to suit the Also implies sophistication of its taste packaging of any product through the use of Serif font.
  • 10. 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
  • 11. SWOT ANALYSIS Of NESCAFÉ
  • 13. BRAND EQUITY Of NESCAFÉ
  • 14. 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
  • 15. 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 Brand Identity 4. Creation of Trust • Consistent image • Consistent quality of product
  • 17. 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.
  • 18. 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”
  • 19. 2005
  • 20. 2006
  • 21. 2008