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ORIGIN and HISTORY ORIGIN and HISTORY of of

NESCAFÉNESCAFÉ

History of NescaféHistory of Nescafé• NESCAFÉ = 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, 1938

• By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking to coffee-houses to hear the new rock ’n’ roll music.

• In 2004 Nestles’ share grew immensely to be the world’s largest direct purchaser of coffee

• Today, NESCAFE is offering its worldwide chains in 32 countries; for example, France, China, Canada, Greece, and Thailand.

Nescafe’s Nescafe’s ProductsProducts

Nescafe Gold Range Nescafe Classic Nescafe Espresso Nescafe Premium

Nescafe Decaff Nescafe Cappuccino Nescafe Frappe Nescafe 3 in 1 Nescafe Dolce Gusto

helps reinforce the message and the recognition of the brand

white on a contrast background color which can be slightly

altered to suit the packaging of any product

N’s stroke covers all the rest of the letters to create

unity

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

through the use of Serif font.

the little stroke above the letter E suddenly makes the word café

be seen as one separated word

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

“CAFÉ”

BRAND EQUITYBRAND EQUITYOfOf

NESCAFÉNESCAFÉ

Value of Brand EquityValue 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, especially in Thailand, is perceived to be higher-price coffee relative to its competitors due to its high image of TVC that intend to inspire C/D people by use B/C look. Target of Nescafe RTD are those C/D people.

• Nescafe wants to maintain its image of cool and trendy

TVC

Creation of Brand EquityCreation of Brand Equity• The key messages of Nescafe TVC tend to inspire

and encourage those C/D people to become B/C group. Its promise is keeping people active throughout the day. However, Nescafe cannot say its promise directly in the TVC because it may raise conflicts with FDA. So it can only convey through the use of emotional appeal.

• According to TVC tone and manner of higher-class perception, people have higher-price perception of Nescafe in mind relative to its competitors. People are willing to pay more.

Creation of Brand EquityCreation of Brand EquitySteps of gaining brand loyalty

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

2. Creation of Brand awareness• Media mix – TVC, radio, magazine, cinema, packaging,

event sponsorship, sales promotion

3. Creation of Brand Identity

4. Creation of Trust• Consistent image• Consistent quality of product

Website – www.nescaferedcup.com

MethodsMethods• Customers can access the corporation easily

• Customers feel familiar with the brand and can interact with the brand through Nescafe website and activities.

• build customer community to support the idea of putting customer center, and build close customer relationship both between customers and customers, and customer and company

• gives privilege to customers

• call centre that gives advice about nutrition, recipe for healthy life, demand for more information

• “Good Food Good Life” magazine with tons of nutrient and health articles.

BODY, SOUL, BODY, SOUL, and and

CONSCIENCECONSCIENCE

TVCTVC• 1998-2000: stressed on Nescafe 3-in-1 with the easy-to-

make messages. Yet, it didn’t convey the Nescafe’s big idea as stimulating coffee.

• 2001: began to advertise Nescafe’s good aroma as its message.

• 2002: introduced its Ready-to-Drink canned coffee

• From 1998 to present: Nescafe has gradually focused on its big idea. Its brand is presented from body, body with conscience, and soul

BODYBODY

• showing the product frequently in the ad help remind target group about the product which will subliminally set its product in the evoked set of audiences’ minds

• For example, the robot ad

NESCAFE Robot TVC

SOULSOUL

• Today coffee is seen as commodity products; there are many competitors in such field such as Birdy (Nescafe’s number one competitor), D7, and Moccona Trio.

What makes NESCAFÉ different?• Inspires those C/D people to be like C/B class people as

its communication strategy. Its talents are foreign-looks both men and woman.

• creates a cute and comedy scene • “You are my sunshine” – song that is original and

relevant to the target

CONSCIENCECONSCIENCE

• TVC

• The most effective ad that uses this style is the one that the boring man calls his spirit back to be active throughout the day.

• The advertising shows the needs for a stimulation of working people every new day by having a cup of Nescafe coffee

• Nescafe emphasizes on its promise that just having Nescafe, you can begin your day with active, lively, and full of new idea

• that “New day can begin everyday” follow by slogan “1 new day for beginning, 1 new aspect for working”.

INTERGRATED INTERGRATED MARKETINGMARKETING

COMMUNICATIONCOMMUNICATION(IMC)(IMC)

Year Target

2005 25-28—Spirit seeker“Wake up the spirit with Nescafe Red Cup”

2006 22-17—Life seeker“Your day doesn’t really start until you have your Nescafe Red Cup”

2007 Ambition flirter“ Your cup your way, Your day your way”

2008 Young cosmopolitans with contemporary lifestyle“Better coffee with better morning”

20052005

• Nescafe targeted the group age of 25-28 years; they are considered as “spirit seekers”.

• Nescafe’s brand ambition was aimed to make its customers/drinkers think of Nescafe as their most favorite and real morning stimulating cup of coffee

• “Nescafe Red Cup can wake me up and bring my spirit alive because of its fresh taste and aroma.”

20062006• In year 2006, its target group was younger than

the previous year; they were “life seeker”.

• They need something to stimulate body and soul to start the perfect day early with a kick enthusiastically and optimistically.

• aromatic coffee as its selling point

• “Your day doesn’t really start until you have your Nescafe Red Cup.”

20072007

• Target to “ambition flirters”; they are successful people.

• To perceive Nescafe Red Cup as the perfect cup of coffee that understands exactly just what the ambition flirters need to face everyday

• My Perfect Cup That Inspires Me To Be Me—“Your cup your way, your day your way.”

20082008

• The target group is more specific, “Young Cosmopolitans” with contemporary lifestyle

• aims to make NESCAFE Red Cup the first cup of any drink in the morning in the consumers’ mind

• It has improved the taste and aroma of the coffee (Quality-stressed)

• “Better cup, better morning.”

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