Origin

The story of NESTL coffee begins in Vevey, a small town in Switzerland, where a pharmacist named Henri Nestl was searching for a healthy, economical alternative to breastfeeding for mothers who could not feed their infants at the breast. In 1866, his solution was ready. He called it Farine Lactee Henri Nestl, and it soon became popular in much of Europe. It was the birth of one of the worlds favorite food brands. The NESTL company soon expanded into chocolate and other food products, but it wasnt until 1930 that they put their expertise into coffee.

Soluble coffee
Brazilian coffee meets Swiss science. Thats how NESCAF was born. It all started in 1930, when the Brazilian government asked the NESTL company to create coffee cubes. The Brazilians goal was to use their large coffee surplus. Eight years of research resulted in a coffee that could be made by simply adding water but which retained the coffee's natural flavors. Soluble coffee was introduced to the world on April 1, 1938. The new product was named NESCAF a combination of NESTL and caf. Nes means Miracle cafcoffee; miracle with coffee During World War II, it became the staple beverage of the US armed forces and, from then on, its popularity really took off. NESCAF has become the favorite coffee of many generations all over the world. NESCAF has over 70 years of expertise in selecting the best beans, blending, roasting and extracting the flavor of coffee. Our commitment to quality is tested millions of times every day by millions of coffee lovers around the world

NESCAF- Improving the world of coffee

A soluble coffee powder process had been patented as early as 1909 in the USA. So why is NESCAF so important in the world of coffee?

The fact is that soluble coffee only became a product worth drinking with the launch of NESCAF in 1938, after eight years of dedicated work in Switzerland.
Continuous quality improvements have gone hand in hand with the growth of their popularity. Technical developments have helped retain the coffee aroma. Packaging was also improved during the 1960s and 70s with the move from tins to jars. In 1965 NESCAF pioneered premium freeze dried coffee in Europe with NESCAF GOLD and one year later decaffeinated NESCAF was launched. NESCAF coffees are now available to suit all tastes and in a wide range of packaging. Each country has a slightly different taste in coffee which is reflected in the local varieties of NESCAF products. Wherever you are, you can trust that stringent quality standards and diligent coffee masters ensure that every cup is a delicious part of your day.

Available around the world to suit all tastes and occasions.

NESCAF CLASSIC Their signature coffee and an all-time favorite in households worldwide!

NESCAF 3in1 The perfect mix of coffee, milk or creamer and sugar in an easy way!
NESCAF GOLD Range The premium choice for your special, smooth cup of coffee everyday. There are three different variations:- Gold- Gold Mild- Gold Decaf NESCAF Espresso Short, dark and intense. NESCAF Super Premium Range:
NESCAF ALTA RICA: A special blend of exclusive Latin American Arabica.

NESCAF CAP COLOMBIE: Made exclusively from Colombian Arabica beans. NESCAF Kenjara: Kenyan and Costa Rican Arabica coffee beans, chosen for their full depth of refreshing flavors, are gently roasted to develop a coffee alive with finesse. NESCAF DECAF Gives you the great taste and rich aroma you'd expect from NESCAF but without the caffeine.

 NESCAF Specialties Range Deliciously frothy and creamy tasting! Nescaf has a specialty range which includes: Nescaf Cappuccino
Under Cappuccino there are other variants such as Unsweetened, Skinny, Cappuccino

Decaffeinated Nescaf Decaffeinated Nescaf Latte, Nescaf Latte Macchiato, Nescaf Latte Skinny Nescaf Ice Java Coffee Syrup Nescaf Excella Nescaf has a Caf Flavors range which includes: Vanilla Irish Cream Mocha Double Choca Mocha Mocha Skinny

Premium

Non- premium

NESCAF - India
NESCAF Classic a 100% natural coffee NESCAF Cappuccino- a range of delicious foaming mixes available in 3 delightful flavors Cappuccino, Vanilla Latte and Choco Mocha. NESCAF Sunrise Premium-Handpicked Arabica and Robusta beans that are expertly roasted and granulated to give you richer aroma and a captivating coffee experience. (Coffee: Chicory = 70:30) NESCAF Sunrise-A special blend of select Robusta coffee beans are specially roasted to give you great, stimulating coffee taste and aroma. (Coffee: Chicory = 60:40)

NESTEA ICED TEA - A special blend of natural tea and natural fruit flavor enriched with the goodness of Vitamin C. Available in Lemon and Peach flavors.

NESCAF logotype
NESCAF a combination of NESTL and caf. Nes means Miracle cafcoffee; miracle with coffee . NESCAF in capitals with a line going from the top of the N to the accent on the E. Another well-known brand element is the mug, with its energetic red color. Yet none of these branding elements would be so successful if the quality of our product didnt contribute to create extraordinary moments and inspire the simple joys of life.

Nescafe Logo

Brand Perception
Nescaf logotype was always the same since its origin. The logotype borrowed the same Nestl format, and the word Nescaf is a combination of the first three letters of Nestl and caf, which is coffee in Portuguese. The semantics of the brand name basically describe the product, and also the phonetics are smooth for most languages. Basically the logotype improvements followed the same improvements made on the Nestle logotype. The symbol added to convey the brand meaning was the red mug. Most commercials scenes show someone holding the red mug with the Nescaf logotype written in the vertical position. Probably the red color of the mug was chosen to emphasize the energy of the drink, since coffee is a stimulating drink and red is perfect to describe this state of mind. Therefore, the semiotics triangle would display on the sign side, the red mug, on the object side, the granulated instant coffee, or the product itself, and on the interpretant side, the wellness state of a good cup of coffee.

NESCAF Formats
NESCAF Classic - pure spray dried coffee NESCAF Gold - pure freeze dried coffee NESCAF Espresso - short, dark roast with intensive flavor NESCAF Alta Rica, Cap Colombie, Kenjara - premium Arabica blended coffees NESCAF Decaf/Decaff - NESCAF without caffeine NESCAF Cappuccino range - foaming, creamy coffees NESCAF 3in1 - coffee, milk and sugar

 Nescaf Frappe- Premix Nescafe Espresso Roast, Nescafe Original, Nescafe Mocha- Ready to drink

Coffee Blends
What do you get when you take two or more types of coffee beans and put them together? A coffee blend! By combining different types of beans as well as adding flavors, a coffee professional can give coffee a more complex or balanced taste.
Coffee beans, whether Arabica or Robusta, can have very different tastes if they are from different regions. Some beans may have a good level of acidity but lack aroma, body or color. A blend may be made of up of two or ten different types of beans in varying quantities in order to get a good balanced blend. Roasting is also part of blending, as beans can be heavily roasted to have a strong flavor or lightly roasted for a milder taste

Nescafe Coffee Blends

Coffee tastes around the world are so varied, it only makes sense that NESCAF blends vary from country to country. We pride ourselves in catering to local tastes which can differ widely by region. In the Philippines, for instance, NESCAF launched the Brown 'N Creamy variant, which contains muscovado (brown sugar) to cater to the Filipino palate. In Vietnam, NESCAF CAF VIET has the strong and bold taste that Vietnamese love. In Mexico, NESCAF Caffe de Olla is a unique coffee mix with cinnamon and piloncillo (panela). South Africans adore the fresh percolated taste and rich aroma of NESCAF RICOFFY which is made from coffee beans, chicory and glucose.

NESCAF milestones
1938: NESCAF introduced in Switzerland 1965: NESCAF achieved an important breakthrough with the launch of the first freeze-dried coffee in Europe - NESCAF GOLD. 1980: NESCAF launches the first gourmet soluble coffees NESCAF President in Japan, NESCAF ALTA RICA and NESCAF CAP COLOMBIE in France. 1984: NESCAF launched trendy coffee products such as coffee mixes, coffee mixtures, ready-to-drink coffee and flavored soluble coffees. Instead of asking Would you like a coffee? the question became which coffee would you like?

Nescafe in India
The coffee with life in it. Made in just 5 seconds. Thats how Nescafe announced its entry into India, in 1963. Before the ad campaign hit billboards across the country, Indian coffee lovers were stuck with the idea that coffee is something that takes minute attention to prepare and cannot be instant.

Nestle changed that thinking forever as it did elsewhere in the world much earlier in 1938 which is evident from the fact that more than 4,600 cups of Nescafe, the worlds first commercial instant coffee, are being consumed every second.
Year 2013 is an important milestone for Nescafe in India as it completes 50 years in a country which took time to warm up to the idea of instant coffee.

Nescafe Semiotics Triangle

Object Product Nescafe Instant coffee

Sign Image

Nescafe Red Mug

Person enjoying coffee

Interpretant meaning

Consumer Values
This study already shown the history the changes of Nescafs along the years. During this period, the values related to the consumer also have developed. During the 50s and 60s, the brand values were more family oriented. Advertisements usually shown family reunions, special around the table during the time of the meals. Initial campaigns created awareness of hot instant coffee, its invigorating qualities, and the easy and fast way of making it. The period between the 60s and the70s was more youth oriented. The brand was more focused on the young people, specially groups who had relation with the music. Hippies and rock fans were targeted with specific advertisements. The youth oriented values followed the 80s and 90s, but as the Nescaf product array broaden, different values were added, such as sophistication (with the Gold Blend) and differentiation (with cappuccinos and mochas). The brand has built tradition for being such a longtime in the market. In addition, when the head of marketing for beverages at Nescafe in Australia, Tanya Marled, talks about the instant coffee taking over the green tea market, she says that the brand "has a focus on health and wellness and it is really moving to meet a consumer need. So nowadays, this wellness concept, which is based on a healthy lifestyle, is the main value that bond Nescaf to consumers

Associative Networks

Tags for Nescafe

Brandtags

Associative Networks
The channel used to construct this net of concepts for Nescaf was based on the brandtags.net. This website allows internet surfers to add any word they have in their mind to the brand they see on the screen. After that, an internal website database register all words typed to the specific brand, counts them and constructs a visual tag net, enlarging and bolding the most repeated tags. So far the website has 77,000 tags of hundreds of brands, and Nescaf is included. Besides that, is also possible to divide the tags by nationality, giving a different perspective over the concepts associated to the brand. Over a global perspective, the main concept associated to the brand is coffee and the second is instant, after these comes chocolate, cheap, hot and morning. Being a very basic analysis, the concepts coffee and instant are rooted in peoples mind, whether if it is good or bad, the brand that instantly comes to peoples mind when they think about instant coffee is Nescaf.

SWOT analysis

Strengths
Strong brand name as it is associated with Nestle It has fascinating and excellent marketing campaigns Their products are diversified into many flavors and segmented accordingly It has a very strong financial position Globally known brand with a very good reputation in the market worldwide It has great Marketing Ps. Their Promotion, Placement , Product and Pricing strategies are too good Health conscious products are made keeping in mind the nutritious values. Good quality control over the products

Weaknesses
People avoid caffeine if they are health conscious They have to pay a lot of sales and indirect taxes They have a price point portfolio system

Opportunity
They must reduce their price according to the places they are selling their products They can expand their business into the rural areas They can simplify their taxing schemes

Threats
Food inflation causes threats to companies like Nestle Competitors in the global market Many people avoid coffee due to their health reasons

Communication
NESCAFE CLASSIC
Channels used: TVC, Print Media Other advertising channels: Product placement in movies, soaps etc. Sampling TVC 1: One of the very first commercials of Nescafe classic in India. The TVC hits on every front very clearly regarding the target statement

 Message: Throughout the advertisement it can be seen that the characters in the ad are sipping coffee at the start of a day or work, which caters to the most common usage space of coffee in India ,at the morning. The advertisement starts with a recording studio starting the recording with a sip of coffee, a book store being opened with a coffee, an employee rushing through the traffic, photographer clicking pictures, a painter etc. In the background a tone keeps on playing constantly, "I just need, need to get started and I will be on my way , symbolizing the start of the day. Nescaf has a very peculiar tune Pa PaRaPa Pa Ra Ra, many brands use such strategies to market their brand. For example Kingfishers Oo la la la oo le lo or Britannia. The idea is to make the tones o catchy that people hum it unconsciously, or in the very recent, use it as ringtones, marketing the brand to others without knowing. Also the brand recall becomes high as the person is able to recognize the brand just by the tune used in the ad.
Target Segment: The advertisement clearly features the following characters A composer2. A book store owner3. A corporate rushing for a meeting4. A girl waking up to a coffee5. A photographer6. A Painter Thus it clearly defines its target segment as the urban youth

 Positioning: Morning drink for the spirited soul, The ad very clearly depicts the usage and the timeof usage for the product. And very successfully was able to do so. One very noticeable thing about the ad is that most of the jingle in the background is in English, thus ruling out the rural sector consumers totally. Slogan: 100% Pure", an age-old tactic of claiming that their product is pure or safe. This is done normally to remove any shadow of doubt from the minds of the consumer when they go to purchase coffee from a local kirana store.

 TVC 2: A slight change in the positioning from the previous advertisement. Nescafe released three slightly different advertisements following the same theme.

 Message: After the successful campaign of inculcating the use of Nescafe as a daily schedule. They tried to appeal to a different side of the consumer, rather than more of a rational appeal which was visible in the previous advertisement it was more of an emotional connect. To break free from the clutter of the daily camaraderie and enjoy in the moment. The advertisement shows a couple enjoying the moment in the rain, a group of friends chatting while enjoying coffee. Thus successful in communicating the correct use of the product, To break free. and enjoy the moment, like a person does when he drinks coffee by taking a break during his office hours. Even the background score says, Come alive to great moments", emphasizing our previous viewpoint that this advert was positioned to appeal to the emotional consumer. Target Segment: The target segment remains the same, Urban youth. The characters portrayed in the advertisement. A couple, and a group of friends both of them falling under the youth segment. Positioning: Beverage for any moment", this advertisement can also be seen as persuasion to increase the usage of the product. Since the market usage as a morning beverage might have become stagnant, they tried to position it in the moments of a day. Slogan: Coffee at its best", they do not let go of the 100% pure coffee slogan as the slogan is showing the TVC in the middle of the advertisement.

 TVC-3: This advertisement is a continuation of the TVC-2 described in this report, as it follows the same background score throughout. Message: If the market is stagnant there are three ways in which you can increase your sales. Increase usage of the product amongst the current users Convert non users to users Convert the competitors consumers to your own consumer.

Nescafe achieved the first step with TVC -2; the second step was achieved by this advert. Who were the non users? People belonging to lower half of the pyramid who cannot afford a Nescafe pack of 250 gm.2. People who are not willing to purchase a 250 gm bottle to try out Nescafe as a product. This objective of this advertisement was to generate awareness about a 1 rupee sachet of Nescafe being available. Target segment: As mentioned previously, the target segment will be mainly Sec B consumers or thelower half of the pyramid. Also, people who occasionally drink coffee, and are reluctant to purchase the bigger pack. Slogan: Behtereen Coffee, Behtereen Daam, which means excellent coffee at excellent price. Also notice that this slogan is in Hindi compared to the previous adverts, thus again emphasizing on our viewpoints on the target segment for the product. Other information: The sachet also helped Nescafe in sales promotion by distributing samples of the product or by giving it free with other products.

 TVC-4: After six advertisements they finally signed a celebrity to endorse their brand. DeepikaPadukone was signed to endorse the brand. The advertisement was released in three parts each stage in continuation to keep up the curiosity quotient of the consumer.

 Message: Nescafe started the know your neighbors campaign and signed Deepika Padukone for the advertisement. Unlike other advertisements which use big stars to just recommend the usage of product plainly. This advertisement involved the celebrity very cleverly within the advertisement. The ad was featured as a series of three ads each in continuation with a to be continued displayed at the end of the first two advertisements. This was to generate curiosity amongst the consumers. The message was very plain and simple. The ad shows a young teenager who is pondering over whether to approach a celebrity who has come to live as his next door neighbor. The first ad shows Deepika pondering over the same fact whether she should ask his next door neighbor for a game of badminton or not. The product is shown as being an ice-breaker or a conversation-starter, for the two characters.

The final ad shows the two characters talking when the second celebrity enters, Karan Johar.Initially, the common teenager Purab feels low on confidence as the two celebrities engage in conversation. He feels outcast amongst the two big names. Then enters our product, Nescafe. The character takes a sip while in the background a voice recites the slogan Switch on the best in you. And the character regains his confidence. This advertisement is on a different track in comparison to the previous advertisements. The advertisement has a humorous touch to it. Positioning: The advertisement positioned the product as the drink that gives strength for any challenge. The coffee that instills confidence in you. Slogan: Switch on the best in you", daring one to take on challenges and discover ones new self

Point of purchase
Nescafe products are mainly sold in the following points. Nescafe Classic being the most commonly used Nescafe coffee line extension. Kirana Store : The most common and the most widespread form of sales point in India. Modern Retail: Present mostly in cities are increasingly becoming the most important points of purchase. There are many factors that may influence the consumers decision at the last moment of purchase. Most important of which area. Visibility: Whether the product is at eye-level or not impacts the number of SKUs sold. Accessibility: Where the SKU stack is located in comparison to the entrance of the mall matters as most of the SKUs sold today are impulsive purchases, so if the SKU stack is located near the entrance and is visible, it will impact the sales'. Vending Machines: Nescafe has its own vending machines installed at various locations namely College canteens, Offices, restaurants etc. This is a very efficient form of OOH marketing too. Other forms of Promotion: One very important and usually overlooked form of Nescafe's marketing is that wherever Nescafes vending machines are present they supply coffee in special Nescaf paper cups only. Also Nescafe has special cups

Nescafe global website

Facebook

Twitter

NESCAF new initiative

NESCAF Green Blend

Made from a blend of unroasted green coffee beans and roasted coffee beans, NESCAF GREEN BLEND has been specially created by coffee experts to ensure smooth, great tasting coffee. Although all coffee is naturally rich in polyphenols, what makes NESCAF GREEN BLEND different are the unroasted green coffee beans. These contains higher levels of polyphenol, which help maintain your body in good health over time!

NESCAF Ipoh White Coffee

The all new NESCAF Ipoh White Coffee thats Traditionally Yours. Its the Smoothest, Creamiest, Most Aromatic Coffee. NESCAF Ipoh White Coffee Original now comes in a new look and improved recipe to produce a richer aroma and a smoother taste. Whats more, NESCAF has also introduced 2 new flavors: Brown Sugar and Hazelnut to further delight you! Whether its the NESCAF Ipoh White Coffee with Brown Sugar with its distinctive caramel taste or the NESCAF Ipoh White Coffee. Hazelnut with its creamy nuttiness and irresistible aroma, you can be sure to find the perfect cup of Ipoh white coffee.

In 2010, NESTL launched the NESCAF PLAN!

The plan brings together responsible coffee farming, production and consumption practices throughout the value chain

Future generations of coffee

For a business to be successful in the long term it has to create value, not only for its shareholders but also for society. We call this Creating Shared Value. It is not philanthropy or an add-on, but a fundamental part of our business strategy. Over the past few years, it has become evident that it is increasingly important to stand by this strategy and even to strengthen it. We are faced with economic, social and environmental challenges such as diversifying developing economies, aging of coffee farmers and competition for land & water use to name just a few. And we are willing and capable to find solutions. Today, NESCAF is the worlds leading coffee brand. With great heritage, size, expertise, people and passion come great responsibilities, but also the power to initiate change. Together with our partners we create value for everyone who is involved in the process of coffee production and processing - from farmers to consumers - following 3 pillars.

Responsible farming
Our aim is that we meet the needs of the present without compromising the ability of future generations to meet their own needs. We plan to double the amount of NESCAF coffee bought directly from farmers and their associations, purchasing 180,000 tonnes of coffee from around 170,000 famers. With the support of Rainforest Alliance and 4C, all directly purchased green coffee will be compliant with the internationally recognized 4C sustainability standards by 2015. In addition, 90,000 tonnes of NESCAF coffee will be sourced according to Rainforest Alliance (SAN) principles by 2020. We will expand our technical assistance programmes for farmers, providing advice on farming and post-harvest practices to over ten thousand coffee farmers per year. We will also set up new microfinance schemes for coffee farmers and increase the number of community projects focused on education, public health and water supply. We will distribute 220 million high-yielding, disease-resistant coffee plantlets to farmers by 2020, through partnerships with public and private institutions in countries such as Mexico, Thailand, Indonesia and the Philippines, where we have already distributed over 16 million coffee plantlets in the past ten years. New propagation centres will open in coffee producing countries, starting with Mexico.

Responsible Consumption
NESCAF is the worlds leading coffee brand, with sales of over CHF 10 billion in 2009. Around 4,600 cups of NESCAF are consumed every second. NESCAF is available around the world in different blends and flavors, which are adapted to local taste. NESCAF comes in different sizes and at different price points, from our affordably priced products to premium products such as NESCAF Gold or NESCAF Dolce Gusto. It also comes in varieties such as NESCAF Protect and NESCAF Green Blend, a new type of coffee, which contains high levels of naturally occurring polyphenol antioxidants. To help reduce energy consumption while preparing NESCAF coffee, Nestl is launching new initiatives, such as improving the energy efficiency of NESCAF Dolce Gusto machines or facilitating the preparation of soluble NESCAF coffee with, for example, a new eco-kettle which helps consumers prepare the right amount of water at the right temperature.

All in all, Nestl is investing CHF 500 million in coffee projects over the next ten years (2011-20). This includes CHF 350 million for the NESCAF Plan and builds on the CHF 200 million investment in coffee projects over the past ten years.

Nestle: Creating Shared Value

NESCAF is in fact only one brand within the Nestl family where quality goes well beyond the product itself. Throughout the world and across Nestl brands, were involved in a broad range of social and environmental initiatives that together make quite a difference. Actually, its how weve always done business at Nestl and is part of what we call Creating Shared Value. For us, caring about the wellbeing of others and the environment is integral to our promise of improving the quality of life through good food and beverages everywhere. Our commitment to great tasting and trusted products has and always will be tied to our respect for the environment and the people we work with, including the farmers who supply us, our employees, our consumers and the communities where we operate. At Nestl quality means more.

Thankyou!