akansha sareennescafe
TRANSCRIPT
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
