Nescafe Coffee
Introduction: -
Nescafé is a brand of coffee made by Nestlé. It comes in many different forms. The name is
a portmanteau of the words "Nestlé" and "café". Nestlé first introduced their flagship coffee
brand in Switzerland on 1st April 1938. It was soon exported to France, the UK and the USA. In
1965 Nescafé brand extended its innovation by offering freeze-dried soluble coffee with the
launch of Gold Blend. Over the years, Nescafé product innovation has evolved further to
capture even more of the natural aroma and flavor from every coffee bean. Today consumers
around the word enjoy the quality, flavor, aroma, convenience and natural goodness
of Nescafé coffee in many different formats.
History: -
Nestlé began developing a coffee brand in 1930, at the initiative of the Brazilian government, to
help to preserve the substantial surplus of the annual Brazilian coffee harvest. Max
Morgenthaler led the development project. Nestlé introduced the new product under the
brand name "Nescafé" on 1 April 1938. Nescafé is a soluble powdered coffee that became an
American staple during World War II.
In 1965, Nestlé introduced a freeze-dried coffee brand called "Nescafé Gold" in Europe.
In 1966, Nestlé developed a freeze-dried coffee brand under the name Taster's Choice.
In 1969, NESCAFÉ joined the crew of Apollo 11, Neil Armstrong, Buzz Aldrin and Michael Collins,
in their pioneering mission. The first coffee to land on the moon.
It was the 1980s which saw NESCAFÉ making an impact in the world of TV advertising. Releasing
the Alta Rica and Cap Colombia blends at the beginning of the decade and airing a wanderlust
inducing TV spot alongside it. Depicting a steam train travelling through stunning landscapes of
coffee growing regions, the image was set of NESCAFÉ as a premium brand with exotic tastes to
offer.
The end of the 1980s saw NESCAFÉ continue to wield the power of TV with an advert series for
NESCAFÉ GOLD. Airing a short love story over a series of TV spots, detailing a couple falling in
love over a cup of the blend. The advert proved to be a sensation to viewers across the country.
In 1984, the NESCAFÉ brand expanded the coffee offering to consumers, widening the range to
coffee beans, ready to drink canned coffee and milk-coffee blends. It was during this time the
brand began to merge with Italian coffee culture, releasing products such as NESCAFÉ Espresso
and Cappuccino in 1986.
During the late 90s, coffee beans became more automated in industrial countries, resulting in
more coffee being consumed in public areas. So, with this in mind, NESCAFÉ set to enter the
coffee machine industry, and in 2006, Dolce Gusto coffee machines launched, followed by the
NESCAFÉ Milano, developed for the catering industry in 2011.
From the early 2000s, they set their sights on becoming one of the most sustainable and
environmentally friendly coffee brands in the world. With this in mind, 2005 saw the
development of the world’s first Fairtrade certified NESCAFÉ blend, The Nescafé Partners Blend.
In 2010, they started to focus on more sustainable development, bringing the NESCAFÉ
Plan into play. Purchasing exclusively from local coffee growers and offering well-informed
agricultural advice, the plan continues to improve to lives of those in the coffee industry to this
very day.
That’s the history of NESCAFÉ to date. As a company, they are constantly evolving to ensure
modern day demands are met and that the products you know and love are always there to
welcome you back, time after time.
Objectives: -
Nescafe business objective, and that of management and employees at all levels, is to
manufacture and market the Company’s products in such a way as to create value that can be
sustained over the long term for shareholders, employees, consumers, business partners and
the large national economies in which Nescafe operates. Nescafe is conscious of the fact that
the success of a corporation is a reflection of the professionalism, conduct and the responsible
attitude of its management and employees. It continues to maintain its commitment to follow
and respect all applicable local laws in each of its markets. It’s conscious of the fact that the
success of a corporation is a reflection of the professionalism, conduct and the responsible
attitude of its management and the employees. Therefore, recruitment of the right people and
ongoing training and development are crucial.
Marketing Objectives: -
Specific: The objectives have to be clear. For example, in each shop, the company of “NESCAFE”
must achieve the selling objectives. The turnover to reach will not be the same in the different
shop because we make the selling objectives according to size of the shop, the frequentation,
the type of the clients.
Measurable: The company has to follow the different targets in the sales outlets and if each
Shop allowed reaching the objectives.
Achievable: The targets have to be realist.
Relevant: The objectives have to be founded on fact and not on suppositions.
Timed target: Each objective should have a deadline.
