Nescafe Instant
Coffee
Casey 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
N’s stroke covers all
the rest of the
create unity.
The stroke reinforces
recognition of the
brand
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”
Brand Values and Parity
Nescafe 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
Click on one of
the elements
Competitors
Target
Market
Packaging
Brand
Elements
Competitive
Advantage
Marketing
Social
Media
Click here
after brand
elements
Next Slide
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 Media
Nescafe 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.
Marketing
Nescafe 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
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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