Rima Roy MBA 3rd Sem

Origin & History of Nescafé

History of NescaféNescafé = nestlé + café Max Morgenthaler, a coffee guru, took 7 years to research a way of producing a quality cup of coffee that could be made simply by adding water.First introduced in Switzerland, on April 1st,1938By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking to coffee- house to hear the new rock n roll music.In 2004 Nestlés’ share grew immensely to be the world’s largest direct purchaser of coffee.Today, Nescafé is offering its worldwide chains in 32 countries; for example, France, Chaina, Canada, Greece and Thailand.

Nescafé’s Products

Helps reinforce the message and the recognition of the brand The little stroke above the

letter E suddenly makes the word café be seen as one separated wordThe words “ NESTLE”

combines with the sense of fun and warmth of a “CAFÉ”

White on a contrast background color which can be slightly altered to suit the packaging of any product

Letter style is strong and bold, thus represents the strength of its quality, but yet also implies sophistication of its taste

Brand Equity of Nescafé

Value of Brand Equity

Brand Equity is the intangible added value that a brand provides to a company beyond its physical net assets.

For Nestle, mother brand of Nescafe, which is established for 131 years, to create and maintain brand equity is not matter. It has seen as one of the most professional global brand.

Nescafe wants to maintain its image of cool and trendy.

Creation of Brand Equity

Steps of gaining brand loyalty

1. Nestlé + Café = NESCAFE - Easy to pronounce - Brand consistency - High reputation of the Nestle

2. Creation of Brand awarness

- Media mix: T.V, radio, magazine, packaging, event sponsorship, sales promotion

3. Creation of Trust -Consistent image

-Consistent quality of product

Integrated Marketing Communication (IMC)

25-28 – Spirit Seeker“Wake up the spirit with Nescafe Red Cup”

22-17 – Life Seeker“Your day doesn’t really start until you have your Nescafe Red cup”

Ambition flirter“Your cup your way, Your day your way”

Target Year2005

2006

2007

Young cosmopolitans with contemporary lifestyle“Better coffee with better morning”

2008

Thank You