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Week (2)
Background of Nescafe
As known to all, Nescafe is introduced
and set up by Nestle in 1938. Nescafe is the second
largest brand name recognized worldwide, only
second to Coca-Cola. It has dominated almost the
greatest portion of the coffee market all over the
world although instant coffee has occupied up to 25
per cent of total coffee sales.
Nescafe is made from the combination of
two names, namely “Nestle” and “the Italian word”
for coffee, caffee, or café. It aims at creating an
aura of romance and captures the imagination by
the Italian inference.
Background of the product “Nescafe instant coffee”
At the beginning, instant coffee was invented
by a Japanese named “Satori Kato” who made it in
1901. However, the result was disappointing after sold.
On the contrary, Nescafe changed the obsolete way
instant coffee was made by revolution in 1938 after
Brazil government had approached Nestle for creation
of new instant coffee in 1930.
For quality improvement, Nestle had already
developed a new process for dehydrating the concentrated
coffee. In addition, they added carbohydrates in the form
of dextrose, dextrin and maltose in order to preserve the
flavor. It solved the traditional problem of boiling process
by which destroyed most of the aromatic and flavorful
properties of the coffee. It was because the traditional
process involved boiling the concentrated coffee dry in
stainless steel drums; the residue left behind was instant
coffee.
.
Week (3)
Social media of “Nescafe instant coffee”
As for marketing activities, Nescafe has
extensively made use of different social media including
“Facebook”, “Twitter”, “YouTube”, “Web site”, “Online
Campaign”, “Television advertising”, “Online
shopping”, radio broadcast and newspapers, …etc.
Facebook would be found at
• The main facebook worldwide is
[1]. https://www.facebook.com /Nescafe
• The NESCAFE in Hong Kong channel by facebook
[2]. https://www.facebook.com/NESCAFEHONGKONG
[3]. https://www.facebook.com/NescafeDolceGustoHongKong?s
ource=ORaward13zh-hk.facebook.com/Nescafe
Week (3)
As revealed by its facebook from Hong Kong,
Nescafe has gained approximately 18 millions of total
“Likes” appreciation from its coffee fans and attained
approximately exceeding four hundred and eighty two
thousand numbers of discussions for public.
Twitter would be found at (as joined in 2009)
• The main twitter worldwide is
[1]. https://twitter.com/NESCAFE
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YouTube would be found at
• The NESCAFE Worldwide YouTube channel is
[1]. www.youtube.com/user/nescafe
Advertising in their web site would be found at
• The NESCAFE worldwide channel is
[1]. http://www.nescafe.com/my_nescafe_page_en_com.axcms • The NESCAFE in Hong Kong channel is
[2]. www.nescafe.com.hk
Week (3)
Marketing activities for campaign would be found
at
• The NESCAFE in Hong Kong channel is
[1]. http://www.nescafe.com.hk/goldblend.aspx?utm_source
=SEM&utm_medium=ros&utm_campaign=20140505_G
B_Campaign
Television (TV) advertising would be found at
• The NESCAFE on TV (famous video clips gathering in
YouTube) – temporary available at
[1]. http://www.youtube.com/playlist?list=PL780703FA38011
56D
Week (3)
Online shopping would be found at
• The NESCAFE in Hong Kong channel is
[1]. http://www.dolce-gusto.com.hk
[2]. https://www.dolce-gusto.hk/ZH/Pages/dolcegusto-
home.aspx
According to the findings from its
homepage, we found the fact that NESCAFE brings together
coffee lovers & fans from around the world through different
social media channels. Also, from its twitter, it reveals the
fact that NESCAFE have aroused their fans by frequent
response from their online text, trackers and discussion.
Since NESCAFE claims that NESCAFE is the
world’s leading coffee brand in the world, I have the main
cause to make a research why NESCAFE has made a
substantial successful stories for its business, especially
how about to make use of new media for this achievement. It
is interesting for us to study this new trend and new culture
for such use of media for their marketing activities.
Week (3)
First of all, I have made a “Like” in favour of
NESCAFE for its contribution in the achievement of coffee
world, especially the most convenient one “instant coffee”.
I have become the number of 678 fans since I and other 677
fans have done collaborative work for making the good and
the right choice as follows:-