Description
1866 - Nestlé established Switzerland by Henri Nestlé
1900 – started operating factories in United States, Germany, and Britain.
World War I – Difficulties to find raw materials
During World War II Nescafé became a staple in the army
1938 - Max Morgenthaler introduced Nescafé
There are 8 lines in Nescafé
Nescafé Classic, Gold Range, Espresso, Premium Range, Decaf, Specialties Range, Frappe, 3 in 1
café
“Great Start of a Day”
Created By: Laura Gref, Enni, Sean, Cherry
Class: International Business
Teacher: Rolf Butz
Date: Oct !", !#$#
•
People drink 4,600 cups of Nescafé per se
cond.
•
Grounds for divorce
•
Coffee Baths in apan
•
4"0,000 far#ers $ork $ith Nescafé $orld
$ide
•
'(66 ) Nestlé esta*lished +$it,erland *& %enri Nes
tlé
–
'-00 . started operatin/ factories in 0nited +tates, Ger
#an&, and Britain.
•
1orld 1ar I . 2ifficulties to find ra$ #aterials
–
2urin/ 1orld 1ar II Nescafé *eca#e a staple in the ar#
&
•
'-3( ) 4a5 4or/enthaler introduced Nescafé
–
6here are ( lines in Nescafé
–
Nescafé Classic, Gold 7an/e, 8spresso, Pre#iu# 7an/e,
2ecaf, +pecialties 7an/e, Frappe, 3 in '
•
(0: of 9#erican adults, ;<: of teena/ers drinks cof
fee
•
Coffee is #ostl& drank *& people *et$een the a/es o
f 4")""
•
6he coffee industr& has over '0( #illion consu#ers
•
=nl& five co#panies *u& $orld>s "0: of coffee *eans
$%
&"%
'%
(%
&#%
Es)resso
Instant
Cofee
Other
Rost and
Ground
Tea
+tren/ths
•
6ar/et 4arketin/
–
Nescafé caters to the needs of all its custo#e
rs around the $orld
1eakness
•
Brand Na#e
–
Nestlé had a nu#*er of recalls in ;00(
•
7ecalls affect all products of Nestlé
=pportunities
•
8#er/in/ 4arkets
–
China and India have the fastest /ro$in/ coff
ee #arkets
6hreats
•
Gro$th of coffee industr&
–
6here are over '<,000 coffee shops in the 0.+
.
•
6he Best part of $akin/ up
–
Founded in '("0
–
P?G *ou/ht the co#pan& in '-63
–
Nu#*er one sellin/ instant coffee in 0.+.
•
6he 4 dollar coffee
–
+tar*ucks is #ovin/ in the international /a#e a
nd is /ainin/ /round in countries such as China
–
It is #akin/ its $a& into the instant coffee #ark
et
Co#petitors Cont.
•
4a5$ells Coffee
–
@Good to the last dropA
–
+tarted in '(-; *& Braft
•
Braft is Nestlé>s nu#*er one co#petitor
•
%olds the second lar/est #arket share of
coffee industr&
1938: Nestlé
introduces
Nescafé.
Exported
to rance
Nescafé
enter !.S
in 1938
"d#ertise
$ent enter
%apan
in19&1
“Gift”
enter
'(ina in
1988
N
13%
19%
9%
15%
10%
9%
8%
4%
13%
!##' China Be*era+e ,ar-et
Cofee
Tea
Beverage
Fruit& juice
Carbonated
Sot !rin"
#i$"
Beer
%ater
%ine
&t'er
Cofe
e
Te
a
•
Ne(ca) *or"( *it'
cofee bean gro*er(
to 'e$+ i,+rove cro+
-ie$d
•
Ne(ca) 'a(
c'anged it(
,ar"eting tec'ni.ue
to (uit t'e C'ine(e
tradition o /0it
0iving1
#%
$#%
!#%
.#%
&#%
(#%
"#%
/#%
'#%
23%
11%
13%
!##( China Cofee 0ar-et size
,ar"et (i4e
Ne(ca)
occu+- 43%
•
4arketin/
)Give People luck& pri,e
•
Chan/e the Glass ar to ne$ #aterials
–
=nl& use the /lass for decorative /ifts
–
+afet& %a,ard
•
4ake Nescafé>s +pecial 4u/
–
6his #u/ $ould *e a coupon for future purch
ses
•
Dendin/ 4achine
) 6he first coffee vendin/ #achine $as cre
ated in '-46
•
Give people free Nescafé
•
85pand Its 2istri*ution Chain
) Can stop the fake products appear in #a
rket
“Great Start of a Day”
doc_424312416.pptx
1866 - Nestlé established Switzerland by Henri Nestlé
1900 – started operating factories in United States, Germany, and Britain.
World War I – Difficulties to find raw materials
During World War II Nescafé became a staple in the army
1938 - Max Morgenthaler introduced Nescafé
There are 8 lines in Nescafé
Nescafé Classic, Gold Range, Espresso, Premium Range, Decaf, Specialties Range, Frappe, 3 in 1
café
“Great Start of a Day”
Created By: Laura Gref, Enni, Sean, Cherry
Class: International Business
Teacher: Rolf Butz
Date: Oct !", !#$#
•
People drink 4,600 cups of Nescafé per se
cond.
•
Grounds for divorce
•
Coffee Baths in apan
•
4"0,000 far#ers $ork $ith Nescafé $orld
$ide
•
'(66 ) Nestlé esta*lished +$it,erland *& %enri Nes
tlé
–
'-00 . started operatin/ factories in 0nited +tates, Ger
#an&, and Britain.
•
1orld 1ar I . 2ifficulties to find ra$ #aterials
–
2urin/ 1orld 1ar II Nescafé *eca#e a staple in the ar#
&
•
'-3( ) 4a5 4or/enthaler introduced Nescafé
–
6here are ( lines in Nescafé
–
Nescafé Classic, Gold 7an/e, 8spresso, Pre#iu# 7an/e,
2ecaf, +pecialties 7an/e, Frappe, 3 in '
•
(0: of 9#erican adults, ;<: of teena/ers drinks cof
fee
•
Coffee is #ostl& drank *& people *et$een the a/es o
f 4")""
•
6he coffee industr& has over '0( #illion consu#ers
•
=nl& five co#panies *u& $orld>s "0: of coffee *eans
$%
&"%
'%
(%
&#%
Es)resso
Instant
Cofee
Other
Rost and
Ground
Tea
+tren/ths
•
6ar/et 4arketin/
–
Nescafé caters to the needs of all its custo#e
rs around the $orld
1eakness
•
Brand Na#e
–
Nestlé had a nu#*er of recalls in ;00(
•
7ecalls affect all products of Nestlé
=pportunities
•
8#er/in/ 4arkets
–
China and India have the fastest /ro$in/ coff
ee #arkets
6hreats
•
Gro$th of coffee industr&
–
6here are over '<,000 coffee shops in the 0.+
.
•
6he Best part of $akin/ up
–
Founded in '("0
–
P?G *ou/ht the co#pan& in '-63
–
Nu#*er one sellin/ instant coffee in 0.+.
•
6he 4 dollar coffee
–
+tar*ucks is #ovin/ in the international /a#e a
nd is /ainin/ /round in countries such as China
–
It is #akin/ its $a& into the instant coffee #ark
et
Co#petitors Cont.
•
4a5$ells Coffee
–
@Good to the last dropA
–
+tarted in '(-; *& Braft
•
Braft is Nestlé>s nu#*er one co#petitor
•
%olds the second lar/est #arket share of
coffee industr&
1938: Nestlé
introduces
Nescafé.
Exported
to rance
Nescafé
enter !.S
in 1938
"d#ertise
$ent enter
%apan
in19&1
“Gift”
enter
'(ina in
1988
N
13%
19%
9%
15%
10%
9%
8%
4%
13%
!##' China Be*era+e ,ar-et
Cofee
Tea
Beverage
Fruit& juice
Carbonated
Sot !rin"
#i$"
Beer
%ater
%ine
&t'er
Cofe
e
Te
a
•
Ne(ca) *or"( *it'
cofee bean gro*er(
to 'e$+ i,+rove cro+
-ie$d
•
Ne(ca) 'a(
c'anged it(
,ar"eting tec'ni.ue
to (uit t'e C'ine(e
tradition o /0it
0iving1
#%
$#%
!#%
.#%
&#%
(#%
"#%
/#%
'#%
23%
11%
13%
!##( China Cofee 0ar-et size
,ar"et (i4e
Ne(ca)
occu+- 43%
•
4arketin/
)Give People luck& pri,e
•
Chan/e the Glass ar to ne$ #aterials
–
=nl& use the /lass for decorative /ifts
–
+afet& %a,ard
•
4ake Nescafé>s +pecial 4u/
–
6his #u/ $ould *e a coupon for future purch
ses
•
Dendin/ 4achine
) 6he first coffee vendin/ #achine $as cre
ated in '-46
•
Give people free Nescafé
•
85pand Its 2istri*ution Chain
) Can stop the fake products appear in #a
rket
“Great Start of a Day”
doc_424312416.pptx