Showing history of coffee, nescafe SKUs, it's promo and entrepreneurship in nescafe

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