“IT ALL STARTS WITH NESCAFÉ”
Marketing Research
2021/2022
Silvia Fuensanta Sánchez Gallego
ÍNDEX
Introduction ……………………………………………………………………………….2
Origin………………………………………………………………………………………. 2
History……………………………………………………………………………………… 3
Digital Marketing………………………………………………………………………… 5
Conclusion…………………………………………………………………………………. 9
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1. INTRODUCTION
Last year I studied a subject called “marketing direction” when I got to know something
that really caught my eye. We had to do a paper about a speech we had where the
speaker talked about digital marketing. He spoke about different big firms and the
teacher asked us to look for more information about the firms. In small groups we
prepared a presentation talking just 30 seconds about each firm. I found one of them
truly interesting because of the care the company devotes to the digital marketing, so
I decided to do this paper about it.
The firm is Nescafé, a brand of instant coffee, one of the best-selling in the world, from
the Nestlé company, in fact, its name comes from a mixture of Nestlé, the company,
and café, the product (coffee in Spanish).
2. ORIGIN
Nestlé is a company based in Switzerland whose products are baby food, medical food,
bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice
cream, frozen foods, pet food and snacks.
It was founded in 1905 by the merger of Anglo-Swiss Condensed Milk Company in the
United States, established in 1866 by brothers George and Charles Page, and Farine
Lactée Henri Nestlé, founded in 1866 by Henri Nestlé.
The company grew significantly during World War I and again after World War II,
expanding its offerings beyond its first condensed milk products and infant formula.
The company has made several corporate acquisitions, including Crosse & Blackwell in
1950, Findus in 1963, Libby’s in 1971, Rowntree Mackintosh in 1988, Klim in 1998 and
Gerber in 2007.
In 1929, Nestlé was challenged to help conserve Brazil’s surplus coffee beans due to the
fall of Wall Street. This way Nestlé accepted it.
Its coffee specialist, Max Morgenthaler, had the mission of creating a cup of coffee by
adding water. Max worked very hard together with his team in order to find a new way
to prepare a coffee that was instant and that preserved the natural flavor of the coffee.
Finally, in 1938, they found the answer and thus Nescafé was born.
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3. HISTORY
This was its launch in 1938: “pure coffee extract”
This is an ad for a Swiss newspaper from the 1930s which
put special emphasis on the speed and ease of making a
Nescafé, and it worked. It was an instant success as it had
never been so convenient, quick and easy to make coffee
before.
This is the founding factory, it’s a 1959 picture of their
factory in Orbe, Switzerland. This factory has been
producing products since the beginning, in 1938
Until 1960, Nescafé was only available in cans. However,
in 1961, it launched its first glass jar in Japan. It was a great
success and helped to position the company as a premium
product. From 1962, the glass jar was also launched in
Europe.
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This is one of Nescafé’s most original commercials,
"NESCAFÉ Gold". It is one of their classic blends of
premium instant coffee. It was first released in the mid-
1960s in Germany, France and the United Kingdom.
It should be noted that during the 1940s, the popularity of NESCAFÉ grew incredibly,
until today, which is enjoyed in more than 180 countries and has become the world’s
favorite coffee.
Two of its most famous moments are the following ones, when its popularity became
even bigger:
At the top of the world
This photo dates to 1953, during the expedition to Mount Everest, with Edmund
Hillary, Tenzing Norgay and the can of NESCAFÉ.
To the moon and back
In 1969, NESCAFÉ was the first coffee to land on the moon. It joined the crew of
Apollo 11, Neil Armstrong, Buzz Aldrin and Michael Collins, on their pioneering
mission. It was the first coffee to land on the moon.
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4. DIGITAL MARKETING
A. HOMEPAGE
When we access to the website, we can find, first of all, a different message for the
morning, everything starts with NESCAFÉ; and another different one in the afternoon,
enjoy the afternoon with NESCAFÉ, since coffee is a drink that is commonly taken in the
morning and in the afternoon, thus adapting its message to the moment the consumer
is in. Secondly, it has a different image on its homepage depending on the country or
continent in which the consumer is, adapting to the consumer’s culture and causing a
greater impact on him.
• Croatia:
• India
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• Colombia
B. TYPES OF COFFEE
We can find many different types of coffees. All of them are offered on their website
with the option of comparing some coffees with others so that the consumer can
choose which coffee he wants. In addition, once he accesses the coffee he wants, he
can choose between buying it through the website itself, or he can see on which other
sites the product is offered by entering the place where he is located, since the website
shows him different places depending on the place where he is.
C. TEST
On its website we can also find a test, which, by asking four simple questions, tells the
consumer what his perfect coffee is and where he can find it, along with the
characteristics of his coffee. The questions are:
➢ How do you like your coffee? Just coffee/ with milk/ cappuccino/ with flavor
➢ How intensely do you like your coffee? Soft/ medium/ intense
➢ I drink coffee to ... Start the morning/ treat myself/ enjoy with people/ get energy
➢ My favorite coffee time is ... morning/ afternoon/ night/ any time
In my case, I chose the options that are in bold, and the result was “NESCAFÉ Classic
Natural is the perfect coffee for any time of the day. You will love to start every morning
in the best way thanks to its perfect aroma and flavor”.
D. BENEFITS
It dedicates a section on its website to discuss the benefits of coffee. Among them, it
points out that soluble coffee is of natural origin because it only contains coffee beans
and water; it allows us to obtain the benefits of the polyphenols that we find in coffee,
both regular and decaffeinated, they are an antioxidant substance that helps maintain
the body in good health over time; the body requires approximately two liters of water
per day, as water is the main ingredient of a cup of coffee, its consumption contributes
to the daily intake of liquid; and helps to lose body fat, accompanied by a correct diet
and an adequate training, since coffee is a natural thermogenic that decreases appetite
and gives more energy helping to use body fat as fuel during exercise.
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E. COFFEE TASTERS
The company has coffee tasters as it establishes that it is the only way to guarantee
quality and consistency to the coffee.
For this, they require tasters perfectly trained since coffee has many complex flavors
and smells. They take comprehensive quality measures throughout the manufacturing
process of the product, first of all, controlling the harvest.
Secondly, through a network of six specialized coffee quality control centers around the
world since they work closely with all their coffee suppliers.
And finally, when the beans arrive at the NESCAFÉ factories, they are given a final
quality test before using the coffee to make NESCAFÉ.
F. COFFEE RECIPES
We can find a section dedicated to coffee recipes according to the taste of the
consumer.
That is, the consumer selects what he wants from among several options that are: the
type of recipe he wants, whether cold or hot, the type of drink, if he wants it with
caffeine or with alcohol, and the season. In this way, Nescafé offers a coffee recipe
according to what the consumer wants at that time. In the website we can find up to 19
different recipes.
click the video
G. ENVIRONMENT
The company dedicates a space of its website to talk about the care it devotes to the
environment, something extremely important these days since more and more, the
consumer gives it a greater importance.
Among the data it provides, it is worth to mention the treatment between workers, as
we can find on the website that they even invite their coworkers to their weddings. It
points out that there is a strong bond between coffee producers and NESCAFÉ experts.
Farmers' families have photos with their expert friends at home and count the days until
the next visit.
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All of this has a reason, it is due to the great agricultural association that has been
formed for decades. The company has supported its farmers in difficult times, such as
the coffee rust crisis in Mexico between 2012 and 2015, when a fungus devastated
coffee crops and threatened their livelihoods, distributing more than 37 million new
disease-resistant coffee seedlings to more than 33,000 farmers. The survival rate of the
new plants was about 90%.
Coffee flows from generation to generation: "You can say we have brown blood!", says
Alfredo, a third-generation coffee producer in Veracruz.
In addition, it gives several ideas for reusing NESCAFÉ´s containers in a way that avoids
possible contamination to the maximum. In this way, it offers a video with different
ideas to reuse glass containers as light bulbs, as a planter for plants...
Click the video
Finally, both bottle and lid are 100% recyclable.
H. INNOVATION
It all started in 1938, when they found a new way to enjoy coffee. Since then, they joined
the first expedition to climb Mount Everest and were even the first coffee on the moon.
These days, Nescafé is aware of the important need for innovation required by the
increasingly changing society, this is the reason why it is the coffee brand that invests
the most in innovation. They think that society is passionate about coffee, since we’ve
gone from asking “do you want a coffee?" to "what kind of coffee do you want?". So,
they try to offer a coffee that suits every person and every moment of the day, in fact,
on all its history, it has offered more than five thousand products. In short, in this way it
establishes that its main commitment is to innovate and be pioneers in its industry.
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I. BLOG
On their website we also find a section dedicated to their blog in which they show their
best ideas to decorate glass jars, give a series of tips to take advantage of the residue
of coffee, offers you the knowledge of numerous coffee benefits that may be unknown
to the consumer, curiosities, promotions... in short, all kinds of information that may be
related to coffee.
For example, to reuse the coffee residue, it points out that it can be used as a fertilizer
for some vegetables such as tomatoes, peppers, or eggplants. It also points out that it
can be used to scare off some insects such as ants or snails. It has a great capacity to
catch and neutralize odors.
J. CUSTOMER CONTACT
It develops activities as raffles, one of them consists of the prize of 2,000 euros for life
for the winner. To participate just download the app on your mobile to scan two QR
codes that come in the bottle. It also provides information about the last winner so that
the customer can check the raffle that takes place is indeed reliable.
In addition, they are active on their social networks, offering games to their fans, for
example mentioning the friend they have with the longest name who will receive the
prize of taking a cup of Nescafé, or through drawings on their different coffee products.
5. CONCLUSION
Along the years Nescafé has been updating trying to keep their leadership in the
coffee´s industry, in fact, they are still the most consumed brand around the world. In
addition, it tries to reach all kind of consumers providing them with different coffees,
from a really intense coffee, to the vegetable ones (almond and coconut).
These days, the way of keeping the brand in the market is mainly by the social media.
As we have seen, the firm gives a big importance to digital marketing since it
approaches consumers in many different ways (doing tests that tell them their perfect
coffee, giving them recipes…).
Personally speaking, I assume that they have done a truly good job because they have
an entertaining website, they watch out the satisfaction of all consumers, and they try
to get close to them by doing some activities like raffles or their active paper in the
social media. I think that most people are into coffee, in Spain, for instance, we have it
for breakfast, after a meal with our family, for having a talk with a friend, for doing a
break in the library… so their way of providing a coffee to every person and every
moment is perfect due to the fact that their products can be bought by many different
people of all ages.
If they keep on this way, they can always be in the market with the recognition they
have these days.
