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.

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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

Week (3)

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:-