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Nestle coffee (Nescafe)

Nestle Coffee Chinese website: http://www.nescafe.com.cn/

Brief introduction of Nestle Coffee

Nestle invented the world's first cup of instant coffee-Nestle Coffee in 1938. Nestle coffee soon became popular all over the world. Today, an average of 4000 cups of Nestl é coffee are enjoyed worldwide, and Nestle Coffee has become the world's leading coffee brand.

After its first launch, Nestl é coffee was quickly exported to France, Britain and the United States. Unwittingly, Americans played an important role in the re-launch of Nestle Coffee on the American market. The reason is that Nestle coffee was included in their food rations at the time. Nestle coffee became more and more popular after World War II, and by the 1950s it had become the drink of choice for teenagers who flocked to cafes to listen to rock music.

Nestl é began to sell Nestle coffee products in China in the 1980s and soon became popular with consumers, so Nestl é decided to carry out local production. In 1992, Nestl é established an international first-class coffee processing plant in Dongguan City, Guangdong Province, using the most advanced technology of Nestle Group to produce Nestle coffee. Today, Nestle Coffee has become a leading brand in the Chinese coffee market.

Nestl é is the forerunner of China's fast-growing coffee consumption industry. Nestle Coffee has been loved by young, dynamic urban consumers.

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International dissemination principles of Nestle Coffee

From the consumer's point of view, an international brand should mean that a traveler can find the same product composition and type in every country. This raises a question: is Nestle Coffee a truly international brand? In fact, the brand of Nestle Coffee is the same everywhere, and the pattern on the label may be the same, but the type, actual composition and taste of the product vary from country to country. There are more than 100 varieties of Nestle coffee, and their tastes vary according to the tastes of consumers in various countries, making it difficult for travelers to identify the products. Therefore, it may be more appropriate to regard Nestle coffee as an international concept than as an international brand, because the standards for all its basic elements are the same.

As far as food is concerned, the strategy of producing products according to local tastes and preferences has been a great success, and it is often not feasible to follow a unified international strategy. Nestle Coffee is the most convincing example. As Nestle's business philosophy reflects, it follows the principle of "complete decentralization of authority" in structure and organization. This is also the expression of Nestle's "market mind (Market Head)"-that is, ideas should be linked to market facts, and the actions and means taken should be in line with local needs and requirements. Mr. Helmut Maucher, chairman and CEO of Nestl é, feels strongly that companies around Nestl é are in the best position to analyze how the company's food products adapt to local tastes and preferences, taking into account national food-related regulations.

However, for a brand to become a market leader, as Ramon Masip, Nestl é's executive vice president in Europe, holds, it must be a "low-cost manufacturer". If a company wants to achieve higher efficiency in marketing and advertising, it should make the way of information communication between its products and consumers more consistent and simplified. In Europe, for example, one way is to develop a new product for the whole of Europe under this positioning, and make it packaged and labeled exactly the same in all countries.

According to the trend of more integrated European market in the future, Nestl é has adopted such a new strategy: while trying to achieve greater consistency of new products, Nestl é also accepts the nuances of brands in different places.

In recent years, Nestl é has taken a large number of measures, which is reflected in the company's long-term plan. The objectives of the plan are: to develop a basic communication strategy for Nestle's most important strategic brands, such as Nestl é Coffee; to develop guidelines on packaging and logos for these strategic brands in order to achieve greater consistency; improve the efficiency and effectiveness of communication with consumers by reducing the number of advertising agencies working for each brand.

Nestl é Technology Co., Ltd. is a unique organization of Nestl é, which is responsible for providing various operating departments with the latest technology in food and nutrition. There are 3000 researchers in the institution who work in various research areas, including raw materials and properties that affect stimulating organs such as the shape, color, smell and texture of the product, as well as consumer habits. The agency aims to provide new products, improve existing products, and conduct basic research on diet to understand the mechanism of compound foods. The agency pays close attention to its own development, and the Research and Nutrition Center opened in Lobsang in 1987 has become one of the largest and most advanced food research laboratories in the world. The agency has 19 technology development divisions in ten countries. In 1990, the company's research and development funding was 5. 600 million Swiss francs, accounting for more than 12 percent of annual sales.

More than 300 Nestl é products (not just coffee) are produced in 421 factories in 61 countries. The company's headquarters in Vevey, a small city on the shores of Lake Geneva, Switzerland, has strict regulations on production process, brand, quality control and main raw materials, while administrative power is basically vested in the heads of branches in various countries. They have the right to decide the final formation of each product according to the requirements of each country. This means that the company should not only maintain the policy of overall decentralized management, but also pursue greater consistency. in order to achieve such a dual purpose, it is necessary to maintain a delicate balance. This is the balance between international operation and local national operation, as well as the balance between international communication and local national communication. If it is not implemented in accordance with the same basic approach, the same goal, and all the factors related to it are not taken into account, then this balance can easily be undermined.

In order to correctly implement the new policy and inform the branch how to implement it, Nestl é has put forward three important documents concerning the marketing strategy of the company's strategic brand and the details of product presentation.

* the tagging Standard (Labeling Standards) is just a guiding document that clearly defines the various elements that make up the label design. Such as the logo, font and color of Nestle Coffee, as well as the proportional relationship between the details. The document also lists label legends for various products and recommends that branches use these labels as early as possible. * the Packaging Design Manual (Package Design Manual) is a more flexible document that proposes different ways to use standards. For example, the materials used in packaging and the form of packaging. * the most important document is the branding strategy (Branding Strategy). It includes some details of the marketing principles, background and main characteristics of the strategic brand of Nestle products. These main features include: brand personality, desired image, companies associated with the brand, visual features covered in the other two documents, and brand use development.

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Advertising and agents of Nestle Coffee

In order to better achieve the consistency of brand communication, Nestl é has decided to significantly reduce its advertising agencies around the world. Today, the number of agencies working closely with the company has been reduced to five, namely McCann, JWT, Pubilis Fcb, Ogilvy and Ling Lion, which form an international network of advertising agencies. The headquarters of Nestl é designated priority advertising agencies for each strategic brand. The preferred companies for Nestle Coffee are McCann and JWT. Local branches can make their own choices from these institutions. Practice shows that if a more centralized advertising service is adopted, the effect will be more satisfactory.

From a historical point of view, the advertising of Nestle Coffee has gone through three stages:

1. At first, Nestl é was pleased with the revolution that the breakthrough in technology had brought to the traditional way of drinking coffee. The advertisement naturally wanted to emphasize the convenience brought by instant solution, but it did not expect that this was contrary to the purchasing psychology of many housewives-it was convenient to buy instant pictures. Does it show that you are not virtuous enough? This is not the image of a man's wife. Because women in the 1930s and 1940s, when men were superior to women, lacked self-confidence, they took care of their husbands and children as an important task in their lives. With the progress of the times and the liberation of women, instant coffee, which is convenient and can maintain the original flavor, has finally shone brilliantly. Entering the Japanese market in the 1960s, it was immediately welcomed by the majority of housewives, especially for families without bean grinding props at home.

Later, when this advantage is weakened by the gradual promotion of time-saving and labor-saving machines, it is clear that too much emphasis on this convenience will not be effective.

two。 As a result, the focus of advertising turns to the purity, good taste and strong aroma of the product. Therefore, branches in various countries have adopted product-oriented advertisements, emphasizing that Nestle coffee is "real coffee". This is also consistent with the background of the widespread popularity of product-oriented advertising in the 1950s and 1960s.

3. When people gradually recognized that "coffee is Nestle coffee", the focus of Nestle coffee advertising changed to lifestyle-oriented, especially in line with the lifestyle of local young people. For example, in British advertisements, Nestle Gold Coffee plays a role in promoting the development of a couple's romantic love story.

When Nestle Coffee entered the Japanese market in 1961, it adopted a product-oriented advertising strategy. TV commercials first put out the slogan "I am Nestle Coffee", which was simple and clear, appeared on TV again and again, and quickly won popularity. Then, in 1962, according to Japanese consumers' habit of how many coffee beans to make a cup of coffee to show the coffee concentration, the advertising campaign of "43 beans" was launched, which is a typical USP (unique sales proposition) strategy. The commercial sings "Nestle Coffee, 43 coffee beans in one spoonful, mellow Nestle Coffee, everyone's Nestle Coffee". Because of its beautiful melody, it has become a children's song in the streets.

The name Nescafe gives people a clear impression in all kinds of languages around the world, combined with the image of relieving tension and stress (while in Chinese, Nestl é gives people a warm feeling and has a strong correlation with "home"). In the 1970s in Japan, the advertising campaign for "Men who understand differences" expressed the concept: "the high-style image of Nestle Gold Coffee is created by men who understand differences." The advertisement creates an atmosphere of "Nestle coffee gives Japanese men who are busy with their work a sense of instant richness", which has so far impressed many Japanese.

The advertising strategy of Nestle Coffee in China can be divided into two stages. In the early 1980s, it was first introduced to the market with the simple slogan "delicious" to persuade people to taste the western "tea ceremony". At that time, for many young people, they were not so much tasting Nestle coffee as quietly experiencing a growing popularity of Western culture. the "delicious" movement lasted for many years. Although the advertising film has been refurbished many times, the slogan has not changed. It has become a successful example that almost every advertiser likes to talk about in the 1980s.

Recently, Nestle Coffee launched a new series of TV commercials with the theme "good start". The advertisement takes the care and support of the elders for the younger generation as the emotional bond, and the young people who have just entered the job as the protagonist, expressing Nestle Coffee to help them reduce their work stress and enhance their confidence in accepting challenges.

This is Nestl é 's response after realizing the subtle changes in the lifestyle of the younger generation in China in the 1990s.

Today's young people, they are eager to do their own things, while retaining traditional ethics; they are aware of the differences with their parents, but they respect their parents; they are eager to be independent, but they are not alienated from their parents; although there is a generation gap between the two generations, there is more communication and understanding; they are highly enterprising, but they also have to face the pressure and constant challenges of work. This is the life style of today's young people! It has also become the communication basis for Nestle Coffee "New beginnings" advertising.

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Nestle coffee products

Nestle Coffee 1: 2

65 years after the invention of instant coffee, Nestl é once again launched this high-quality product to create a new standard of coffee quality with more advanced production technology. This advanced instant coffee production technology, which is the first to be applied in China, greatly retains the mellow and delicious essence of coffee beans. The new Nestle coffee produced by a new process, with the right amount of sugar and coffee companion, tastes just right. It is convenient to drink and can be flushed to bring you fragrant and delicious coffee. The new package is slim in shape and easy to carry.

Nestle Coffee 1: 2 extra strong

It is specially developed for coffee drinkers who like strong coffee flavor. the coffee is stronger, long and mellow.

Nestle Coffee Ice 1: 2

Made from Nestle Coffee, Nestle Coffee partner and Sugar. It dissolves directly in cold water, and you can easily mix it with cold water and ice cubes. It brings you a special slippery taste and cool feeling in the hot summer. Fragrant slippery, cool and cool!

Nestle coffee mellow 100% pure coffee

Nestl é continues to improve its instant coffee production technology so that Chinese consumers can enjoy high quality Nestle coffee. Nestl é Coffee is 100% pure coffee, selected high quality coffee beans, and adopts advanced instant coffee patented low temperature extraction technology (Patent No.: ZL 97 1 17788), which preserves the mellow flavor and delicious essence of coffee to a greater extent, and brings consumers a better coffee experience, with more aroma, mellow taste, smoother experience and more leisurely aftertaste.

Nestle coffee companion

Make you the best partner for Nestle coffee, perfect with the coffee, after adding the coffee taste more lubricated.

Nestle Gold Coffee

Enjoy the sweet time, sip slowly, feel the silky taste of Nestle Gold Coffee, and deeply indulge in the natural, soft and sweet aroma unique to the finest Arabica coffee beans. A cup in hand, confident taste reveals between talking and laughing!

Nestle cappuccino coffee

Why not enjoy the classic Italian foam coffee at home? Treat yourself with a cup of Nestle cappuccino coffee, rich coffee and rich milk foam texture. An irresistible unique experience! Cappuccino, which originated in Italy, is made with steamed milk on espresso, so named because its color is similar to the robes worn by Catholic Capuchin monks.

One cup of Nespresso

Want to "make my coffee as you like" and enjoy it anytime, anywhere? Nespresso coffee 1 cup, easy to satisfy your wishes!

Contains Nespresso 100% pure coffee, Nespresso mate and white sugar each packet, a stir bar.

No matter when and where, you can prepare your own cup according to your personal taste, unlimited fragrance, as you taste!

Nespresso Gift Box Series

Nestle coffee variety gift package, beautifully packaged, in advocating etiquette of China for your holiday gift the best choice!

Nescafe Gold Gift Box

Nestle coffee gold coffee gift box, select the best coffee beans, with Nestle unique process carefully extracted, bring supreme coffee enjoyment. With a limited edition collection of cups and plates and special gold spoon, gift even more noble taste!

Nespresso Gift Box-Mini

Stylish and delicate design, small and cute, easy to carry, low unit price, especially suitable for easy occasions to give friends, for you to convey good feelings.

Nestle Yunnan Coffee Gift Box Series

Nestle 100% pure coffee, specially selected small coffee beans from the south of colorful clouds, rare and mellow, roasted by fine fire, carefully presents rich and dense ultimate taste, is a gift of nature, but also a perfect pursuit, here to meet you happily, accompanied by elegant and unique design gift box, strong Yunnan national characteristics, only to highlight the coffee friend's inherent taste.