This presentation gives a brief history of Nescafe, the brand's evolution, SWOT analysis and information about their logo

2. ORIGIN and HISTORY
of
NESCAFÉ

3. History of Nescafe
• NESCAFÉ = nestlé + café
• Founder of coffee-Max Morgenthale-took 7
years
• Began in 1930-Brazilian Government
approached the multinational Nestle
• Nescafe brand introduced in India in late
1990s
• NIL launched Nescafe Gold and Nescafe Gold
Decaffeinated (Aug 2000)

4. • The company
reintroduced the
Nescafe brand in
2003
• Product now known
as Nescafe Taster’s
choice (in the US of
America)

5. LOGO
of
NESCAFÉ

6. Corporate Design Brand Design
• Logo designed by Roman Klis Design
• Entrusted with integration of the brand environment
• Includes packaging design and point-of-sales
presentation
• Distribution systems such as automatic coffee
dispensers

7. Helps reinforce the message and
the recognition of the brand
The little stroke above
the letter E suddenly
The words “NESTLE” N’s stroke covers makes the word café
combines with the sense all the rest of the be seen as one
of fun and warmth of a letters to create separate word
“CAFÉ” unity
White on a contrast Letter style is strong and bold
background color which can be representing the strength of its quality
slightly altered to suit the Also implies sophistication of its taste
packaging of any product through the use of Serif font.

10. Nescafe’s Products
Nescafe Gold Range Nescafe Classic Nescafe Espresso Nescafe Premium
Nescafe Decaff Nescafe Cappuccino Nescafe Frappe Nescafe 3 in 1 Nescafe Dolce
Gusto

11. SWOT ANALYSIS
Of
NESCAFÉ

13. BRAND EQUITY
Of
NESCAFÉ

14. Value of Brand Equity
• The intangible added value
that a brand provides to a
company beyond its
physical net assets
• Nescafe has a high image of
Television Commercials
• Nescafe wants to maintain
its image of cool and trendy

15. STAGES
Steps 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

16. Website – (www.nescaferedcup.com)
www.nescafe.com

17. Television Commercials
• 1998-2000: stressed on Nescafe 3-in-1 with the easy-
to-make messages.
• 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.

18. 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”

19. 2005

20. 2006

21. 2008

22. THANK YOU