Nescafe InstantCoffeeCasey Ward

Who is Nescafe?The story of NESTLE coffee began in Vevey, a small town in Switzerland, where a pharmacist named Henri Nestle was searching for a healthy, economical alternative to breastfeeding for mothers who could not feed their infants from their breasts.

In 1866, his solution was ready. He called it Farine Lactee Henri Nestle, and it soon became popular in Europe. It was the birth of one of the world’s favourite food brands.

And the company soon expanded into chocolate and other food products, but it wasn’t until 1930 that they put their expertise into coffee and changed their name to Nescafe.

Brand Identity

White on contrasting background which can be slightly altered to suit the packaging of any product.

Letter style is strong and bold representing the strength of its quality, which also implies sophistication of its taste.

The words “Nestle” combines with the sense of fun and warmth of a “Café”

N’s stroke covers all the rest of the create unity.

The stroke reinforces recognition of the brand

Brand Values and ParityNescafe is the leading coffee brand that dominate the home coffee industry, of which their product line up of Instant Coffee is the market dominator, with their only main competitor that sells their coffee at the same premium quality as Nescafe is the coffee brand Kenco.

So in terms of the brand values and parity associated with Nescafe Instant Coffee, due to the fact that Nescafe leads this niche of the market by quite a large extent, means that Nescafe are able to sell their product which is premium quality at a very competitive price.

It depends on parity though, of which Tesco sell their ‘Everyday Value’ version of ‘Instant Coffee’ which sells at the lowest price on the market, meaning this could be Nescafe’s most dangerous competitor given the fact that Tesco is one of the leading supermarkets in the UK, but it will depend on the quality of the product that the customer seeks due to Tesco’s product will not have the same quality as Nescafe.

What is the product?The product is known as ‘Nescafe Original’, of which it’s Nescafe’s main product out of their portfolio. That they market the most out of their products due to it being the companies cash cow, where most of the companies cash inflow derives from.

Of which Nescafe describe their product as being the “nation’s favourite coffee”. And “made from medium roasted Robusta and Arabica beans which are expertly blended to create a rich and refreshing aroma that they describe as being ‘comforting and intense’.

This product is one of Nescafe’s most appealing products due to it will not have any strange flavours, which require an acquired taste. Of which this product can be targeted at anyone due to it will have the generic flavour of coffee, meaning that anyone who likes coffee will like this product, which probably could would be why this is their most successful product.

Brand Elements

Brand Elements

Competitors

Target Market

Competitive Advantage

Social Media

Marketing

Packaging

Click on one of the elements

Next Slide

Click here after brand elements

Competitors

Nescafe has three main competitors in the UK, of which even though they dominate the market for instant coffee they are still competing with very strong brands.

• Kenco – is a brand of instant coffee, distributed by Mondelez international in the United Kingdom and Ireland. Originally known as Kenya Coffee Company, they started distributing coffee to Britain in 1923.

• Douwe Egberts is a multinational tea and coffee company operating out of the Netherlands. It was founded in the Netherlands by Egbert Douwes in 1753 as a general grocery shop, which later developed into a company dealing in coffee, tea and tobacco.

• And lastly the third competitor is supermarket’s value version of instant coffee, of which are priced very competitively making them very appealing, but it will depend on parity whether customers value cost before quality.

Target Market

The target market for Nescafe’s product branded as ‘Nescafe Original’ is intended for anyone that is in rush and has a busy schedule ahead. Of which they could be tired and in desperate need of energy after a long shift or an early morning with lack of sleep.

But this doesn’t mean that they are only targeting this niche of the customer audience, as Nescafe’s ‘Classic Original’ prides themselves in being the nations favourite coffee, and can be enjoyed by anyone that seeks the comfort and flavour of a coffee.

The reason for ‘Nescafe Original’ being suitable for anyone in a early morning rush, is largely due to the fact it takes relatively little time to make, giving the coffee the brand identity of being ‘Instant Coffee’ meaning Nescafe’s customers are able to acquire a boost of energy in the morning, where they have little time to do anything.

Competitive Advantage

Nescafe already has its edge over its competitors largely due to the fact they dominate the coffee market, with their easy to make coffee products, of which one of their products has already been named the ‘nations favourite coffee’ emphasising the fact they dominate the market.

The advantages that they have over their competitors is that their coffee products are very easy to make meaning that this appeals to a large audience who seek coffee that they don’t need to use a coffee machine/maker to make their coffee or have the time or money to go a coffee shop on their way to school or work.

Plus Nescafe have the largest customer base in the UK, meaning that they can don’t have to spend to much money on marketing their product, party due to their loyal customer base and that they are gaining customers constantly, due to customer

Social MediaNescafe feature social media links to three of the industry’s most well known social media sites, which are YouTube, Facebook and Twitter. Due to them having social media links they able to connect with their customer base alerting them of any events, promotional deals, new products, adverts and also uniquely amuse their fans on Twitter and Facebook with mild humour to keep their fans entertained.

From doing this Nescafe are able to reach new people and increase their customer base and retain a loyal customer base and form fans that would not only be regular customers, but also promote Nescafe to their friends and family.

MarketingNescafe mainly market themselves through TV advertisements, of which are mainly advertised at prime time in the TV industry, due to the fact that they are a well known business that are very powerful in the coffee industry meaning that they can afford to market their brand at peak times.

Their TV advertisements are not only advertised on TV though, of which their adverts also feature on their YouTube where some of their videos have received a considerable amount of views.

Apart from video advertisements, Nescafe often promote themselves through their social networking sites such as Facebook and Twitter, which is a cheap and effective way of marketing.

And lastly they also have billboards which would either be located near a busy road or a city, plus Nescafe will send news, promotions and offers to anyone that gives their email address to Nescafe.

Packaging

Features the brand name which creates brand identity.

Features the product when ready of which it has been presented as looking very promising with the steam drifting above the drink.

Small description of the product which makes the product more appealing.

Has the product name so that it can be identified from the other products.

Has the coffee beans before being processed, which anchors that this is a coffee product.

My Intended Audience The intended audience for my advert will be targeted at people, that have to wake up early for either school or work and are in a rush due to waking up late, but are in desperate need of some energy due them fearing they will crash with tiredness during the day.

And so the product I am advertising, is coffee of which the caffeine in the drink will give them the energy they seek. As well as because of them being in a rush, due to waking up late. What will make the coffee product appealing in the advert is the fact it can be made very quickly which is perfect for anyone in a rush.

There will be no specific gender or age the advert will be targeting, but I will be aiming the product at students and young professionals in employment of which will have an age gap in the region of 18-26. As my target audience is specifically being directed at busy people in education or employment. Yet in terms of ‘watershed’ despite me having an 18+ audience, there will not be any adult scenes meaning that my advert can be screened before 9pm.

Technical Aspects Narrative – someone goes to bed late when they have to wake up early the next day, of which

inevitably they wake up late. Meaning they become stressed due to them being in a rush to either get to school/work and due to to the fact he/she has had a lack of sleep the night before, they feel very tired and need some energy, so they make them self some instant coffee before rushing out the door.

Style – the style of advert will be quite fast paced due to the person in the advert will be in a rush, but overall I want the advert to be clean and sophisticated. When filming the advert I will use lots of different shots varying from wide shots to close up shots, so that my advert will have interesting narrative.

Techniques – the advert will feature humour, but I don’t want to use too much humour in the advert as it could make the advert seem weird and lose its clean and sophisticated appearance. And at the end of the advert I will use direct address by using a rhetorical question such as “need energy quick?, drink Nescafe Instant” which will help promote the product and tie up the whole advert. And my last technique will be to use synergy, of which I will be using sugar in the advert to make the product have a greater appeal.

Examples of Nescafe advertisements

Example 1

http://www.youtube.com/watch?v=nMd2dUr4tks

Example 2

http://www.youtube.com/watch?v=MuwQ2ArjYpQ&list=UUOJ222L9EWCGEw2MwM8-2uw

Example 3

http://www.youtube.com/watch?v=qPXvIE-2tSc&list=UUOJ222L9EWCGEw2MwM8-2uw