Download - Coffee drinking: Nescafe Coffee
-
Principles of Advertising
TABLE OF CONTENTS
A. Introduction
A.1 Coffee Growing RegionsA.2 Nescafe ProductionA.3 Nescafe Original Coffee
B. Objective
B.1 Mission
B.2 Vision
C. Product
C.1 Total Market
C.2 Target Market
C.3 Competitors
D. Executive Summary
E. Webliography
F. Group Profile
A.A.A. INTRODUCTION
Coffee drinking is said to have originated in Kaffa, a province in Ethiopia. The
Ehiopians were the first to discover the beverage in the beans of a tropical
evergreen tree of the genus Coffea. They grounded and roasted these coffee
beans, then poured boiling water on it. People in Yemen, Arabia, and Egypt
soon learned of this discovery, until coffee drinking spread in many areas in
the West, and became part of the everyday lives of people for around 300
years now.
In our country, no morning is complete without coffee. We have our own
Batangas barako to be proud of. Instant coffee then came into the scene,
and lately, gourmet and specialty coffee with the introduction of foreign
cafés such as Starbucks, Seattle's Best, and the like. Coffee drinking has now
become more than just a way to wake up one's nerves, it has become a
trend.
Making a cup of coffee might seem like the easiest thing in the world. But
have you thought of all the people who help make that coffee? About 60
million people are involved in the coffee industry.
It all starts on the plantations, where farmers tend to the coffee plants and
harvest the coffee cherries, usually by hand. The next thing they have to do
is separate the bean from the outer shell of the cherry. This is done either by
drying the beans in the sun or by washing them in a pulping machine.
The dry beans have a greenish tinge and are therefore known as 'green
beans'. They are usually exported for blending and roasting. By combining
different types of beans you can give the resulting coffee a more rounded
taste. Once you have the right blend of beans, the most important phase of
coffee production begins: the roasting. It is not until the green beans are
roasted that they release the coffee aroma and flavor. Depending on the
roasting equipment and the desired flavor of the coffee, green beans are
roasted at between 180°C and 240°C for between three and 12 minutes.
Before it can be brewed, the roasted coffee must be ground. Grinding
increases the surface area of the coffee, allowing the flavor to be extracted
more easily. To make soluble coffee, the ground coffee is brewed and then
dried. The drying can either be hot, in a spray drier, or cold, in a freeze
drier.
Finally the coffee is packed and sent to the stores.
Coffee Growing Regions
Coffee is grown in Africa, Asia and Latin America, in a so-called ‘coffee belt’
that encompasses the tropics. Brazil is the biggest producer, followed by
Vietnam and Colombia.
Some countries specialize in one type of coffee bean. Robusta coffee is
grown from sea level to about 800 meters, mainly in Vietnam, Brazil and
Indonesia.
Arabica coffee grows at a higher altitude, usually above 800 meters and up
to 2.500 meters. Brazil, Colombia, Ethiopia, Central America, Mexico, India
and Eastern Africa are among the best-known Arabica producing regions.
Coffees have typical regional tastes which are influenced by soil and weather
conditions. Costa Rica produces a mild coffee with nutty flavor while
Indonesian coffee has a thick, mellow character. Ethiopian coffee is prized for
its smooth strong flavor.
Nescafe Production
The unique NESCAFÉ process starts with selecting green coffee. Each step of
the production is carefully controlled and monitored to ensure the best
quality.
After blending the green coffee, the beans are roasted at the right time and
temperature to achieve the desired taste and aroma profile. Next, the beans
are ground and brewed. The coffee extract then goes through evaporation
and drying process that turns it into granules or powder: that’s the coffee
you use to make a satisfying cup of NESCAFÉ.
But for us, production is more than just providing the best quality in a cup.
We place value on coffee that’s made with respect to the environment and to
people.
Our attitude is embodied in the NESCAFÉ Plan, a global initiative started in
2010 that supports the responsible farming, production and consumption of
coffee.
As part of the plan, we are improving our production processes by reducing
water and energy consumption and lowering emissions of greenhouse gases
from our factories and transport operations.
All about Nescafe Original Coffee
Nescafe coffee, made by Nestle, is one of the best known coffee
producers, currently with over 30 products (November 2011). They were
the first company to make coffee that was water soluble, so in 1930's
instant coffee was born. Over 1400 million cups of coffee (not just
Nescafe) are consumed every day, mostly at breakfast time. Nestle claims
that 3,000 cups of Nescafe are drunk every second
Nescafe Original has a rich, full flavor and is made from a blend of Arabica
and Robusta coffee beans. It is a medium dark roast and its aroma is
intense and comforting. When you make a cup of Nescafe Original, its
strength can be determined by how much instant coffee granules you add
before the boiling water is added. Like it strong? Add two spoons. Want it
quite weak? Just use half a spoon. Everyone has different preference,
mine depends on what time of day it is, but I do like to be able to taste
the coffee so usually use a good heaped teaspoon full.
NESCAFÉ 3in1 Original has the balanced mix of NESCAFÉ, COFFEE-MATE
and sugar that you can take with you, anytime, anywhere.
B. OBJECTIVE
Mission
Our mission is to provide consumers with the best tasting and most
nutritious coffee which would make them feel something that is so unique
that it is unexplainable by word-of-mouth. When they drink our coffee,
delightful moments shall be sprinkled in their every day.
Vision
We are committed to maintaining the same level of personal connection
that our consumers have grown to love as we build these qualities into
our company culture.
D. Webliography
www.bar.gov.ph/.../3368-july-sep01-the-philippine- coffee - industry -a-profile
http://www.euromonitor.com/coffee-in-the-philippines/report
http://www.nescafe.com.ph/product_details_en_ph.axcms?Id=134
http://www.nescafe.com.ph/coffee_production_en_ph.axcms?gclid=CIa88dfs_rkCFfF54godSXEA9Q
http://www.nescafe.com.ph/coffee_production_en_ph.axcms?gclid=CIa88dfs_rkCFfF54godSXEA9Q
http://www.nescafe.com.ph/coffee_production_en_ph.axcms?gclid=CIa88dfs_rkCFfF54godSXEA9Q