nescafe classic || brand management

Presented To:Abu Sohel Mahmood

Presented By:Ucchash Talukder (15201017)

Tabassum Yusuf (15301001)

Moumita Hore (15201024)

MKT 470

Brand Management

About

Brand History:

Brand Name : Nescafe

Parent Brand : Nestle

Country : Switzerland

Introduced: 1938; 79 years ago

Market: Worldwide

Tagline: It all starts with a Nescafe

Max Morgenthaler

LogotypeNESCAFE – A combination of NESTLE and CAFÉ.

“NES” means Miracle, “CAFÉ” means Coffee.

Miracles with Coffee.

NESCAFE – in capitals with a line going from the top

of the N to the accent E.

Another well known brand element is the mug.

The word ‘’NESCAFE”

combines with the sense of fun

and warmth of a Café.

Helps reinforce the messages and

the recognition of the brand.

N’s stroke covers all the rest

of the letters to create unity.

The little stroke above E

suddenly makes the word café

be seen as one separate word.

Letter style is strong and bold

representing the strength of its

quality. Also implies

sophistication of its taste

through the use of Serif font.

Nescafe logotype was always the same since its origin.

The semantics of the brand basically describe the product

and also the phonetics are smooth for most languages.

The symbol added to convey the brand

meaning was the red mug.

TAGLINE:

A new Tagline

A new Identity

A new Positioning

NESCAFÉ® Classic is the

world's and equatorial

Africa’s number one pure

coffee brand.

Its distinctly rich taste and

aroma offers physical and

mental stimulation;

CLASSIC

Nescafe classic primary Target Markets Basically are the

coffee drinkers and the morning people.

They Target people who need coffee without any hassle,

ready within a minute. all in the comfort of their own home.

They Target consumer who are middle class, upper

middle class and upper class

NESCAFÉ classic offers coffee that can be enjoyed

everywhere at your convenience.

CLASSIC

CLASSIC

To bring NESCAFE to people around the

globe, providing a "1 NOW 1 NESCAFE"

to satisfy every aspect of needs.

NESCAFÉ is dedicated to making great tasting coffees

for you to enjoy every day.

CLASSIC

Nescafe’s positioning is

“ 1 coffee cup , 1 good feeling”

The Red Nescafe mug is another popular symbol of the

brand with the concept of

“Sharing Happiness”

Nescafe Classic positioned as “ 100% Pure instant coffee”

CLASSIC

“Nescafe is a contemporary, up-beat brand of distinctive

quality that offers a rewarding coffee experience every time,

everywhere

1 2 3 4

10

9

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4

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1

Quality(Low) Quality(High)

Convenience (High)

Convenience (Low)

Nescafe

Starbucks coffeeGloria Jean’s

CLASSIC

Rational Features

Quality : Good quality product .Strong quality control

techniques and manage to develop a strong bond

with its customers.

Price: Considerably cheaper than the competitors

CLASSIC

Emotional benefits

• Increase mental alertness.

• Improve physical performance.

• Help to ease headaches.

• Help to reduce weight

CLASSIC

Brand personality

Nescafe’s brand personality is ‘Friendship’

Brand personality can be classified into 2 types-

• Emotion centered ( Friendship, Inspiration, Compatibility)

• Human centered (Demographic & Geographic)

CLASSIC

(Brand Essence)

100%

Urban Youth

(Benefits)

Energy

Relax

Inspire

(Attributes)

Bright

Packaging

Bright red mug

Price

Packaging & Labeling

Packaging:

• 200 gr glass jars for sustainable packaging and 100 gr bags or

5 gr sachets for easy usage

• Combine with red, white and black and the classic Nescafe

logo.

• Innovative package design that has the benefit of being

convenient and environmentally friendly.

CLASSIC

NESCAFE Alarm Cap “The most Innovative

Packaging” in Coffee.

Labeling

Identifies : Easy recognition

Grade: 100% natural coffee

Describe : Nestle Products

(Malaysia)

CLASSIC

Brand ManagementMarket entry strategy

Market and Demand Structure

Price Adjustment Strategy