1.

Nescafe from Switzerland

Nescafe is a coffee brand from Nestle originating from Switzerland, which was first
produced in 1983. This drink is one of the most famous brands globally and has been
recognized by many coffee connoisseurs. Increasingly tighter competition makes
companies more observant in analyzing trends that are in vogue in the market. Also, the
use of quality raw materials, packaging forms, and variants influence consumers' image
in consumers' eyes. Nescafe's motto is to bring Nescafe to people worldwide, providing
a "Now 1 Nescafe" to satisfy every need.
Nescafe products have grown over the years and are called the market leader in the
instant coffee industry. Nescafe has a large number of products, which are primarily
aimed at satisfying the tastes of customers. They ensure that every type of coffee lover
finds satisfaction after testing the coffee. Nescafe introduced a variety of coffee blends,
which is their mix strategy for their products. The demographic needs of customers are
also considered in product marketing. Also, products marketed in each country have
similarities and differences in the type and taste of coffee depending on the land where
the coffee is grown and each country's coffee drinking habits.

SWOT Analysis:
a) Strength
● Having a strong and innovative brand image in every product issued
● Has a diverse product type and offers many choices
● The Nescafe brand value with an estimated value of almost $ 12.3bn
makes them have the largest brand in Switzerland and have financial
support strong and availability of sufficient resources
● Nescafe can maintain its quality and has strict SOPs to be able to produce
high-quality coffee beans
● Always make promotions with unique strategies so that customers are
interested in buying their products
b) Weaknesses
● People who care more about health tend to avoid drinks containing caffeine
such as Nescafe
● products Other products such as tea and soft drinks indirectly become
competitors of Nescafe where this also takes the market share owned by
Nescafe
c) Opportunities
● Has a broad market potential in the instant coffee industry
● A new segment appears for coffee connoisseurs and lovers
● . Community income will increase, and they tend to move to premium taste
such as coffee, so they have a potential customer base who may want to
switch to this drink
d) Threat The
● number of Nescafe competitors who are starting to grow a lot will give
Nescafe a hard time The
 ● the stigma of consumers who think coffee contains caffeine as a health
hazard
● . Cocoa farmers face severe problems in the cultivation and sale of their
products. This problem could hinder companies like Nescafe, which are
driven by cocoa cultivation.

2. Folgers from the United States

Folgers is a coffee brand produced in the United States and sold in the US, Australia, Canada
and Mexico. Since the early 1990s, Folgers has been the largest seller of ground coffee in the
United States. This company grew gradually from 1800 to 1963. Initially, the company
distributed the product on a national scale under the name Folgers, and now it became the
number-one coffee brand in America. Finally, because of the popularity of this brand, JM
Smucker Company, acquired this company and continues to grow and adapt in the eyes of
consumers.

The primary consumers of Folgers Coffee are the heaviest types of coffee drinkers and enjoy
coffee as a fresh start to their days. Unlike consumers in general, they want every sip of coffee
they drink to taste the same and are not too interested in the sugar or creamer added to their
coffee drinks. And most importantly, consumers from Folgers are the type of consumers who
are loyal to their products.

Besides, Folgers is widely known as "traditional" and is often referred to as a brand that
consumers "grew up" due to its popularity with older generations . However, it is not widely
known that the Folgers brand is committed to social causes and fair trade coffee. The brand
image is also not viewed as "fun" or "youthful" type such as Starbucks Coffee. For the
advertisement, the product emphasizes many of its most well-known elements, including the
famous jingle, memorable family moments and many others. They also use television, print,
digital, shopper / in-store and social media to promote the products.

SWOT Analysis:
a) Strength:
● Some experiences and expertise in roasting and coffee manufacturing since 1850
● Fantastic distribution and availability of the brand
● Robust distribution and retail network
● High recall value brand in the coffee segment
● Successful ad campaigns reinforcing the brand position

b) Weaknesses
● This brand is rarely known in the global.
● Intense competition means limited brand loyalty.
c) Opportunities
● Ready coffee mixes suitable for travelling.
● Export opportunities in overseas markets
● Expansion into other related verticals like ice creams and energy drinks
 d) Threats
● On-the-go coffee shops
● The shift of the trend self-brewing coffee to readymade coffee
● Price of unroasted coffee beans can fluctuate widely in agri-trading markets.

3. Moccona

The tale of Moccona started in 1753 in The Netherlands. The Douwe Egberts business, a small
store selling coffee, tea and tobacco, was founded in the village of Joure by Mr Egbert Douwes.
Douwe Egberts eventually spread in The Netherlands and then across Europe from these
modest beginnings, becoming a pioneer in the coffee and tea industry.

Following this success in the early 1960s, Douwe Egberts created the brand name "Moccona"
and introduced it to Australia. Moccona stood out for its distinctive glass cylinder jar and gold
plastic cup, initially sold in delicatessens, retail stores and pharmacies.

Moccona was successfully started in Australian supermarkets in 1977. Moccona became

synonymous with freeze-dried coffee in Australia with its reusable glass storage jar and has
since become a fixture in Australian households. The classic Moccona blend was followed by
several exciting ranges over the following years, including the Gourmet Variety and Inspirations.
The newest addition to Moccona, the Café Classics line, with its assortment of frothy and
creamy cappuccino and latte flavours, is quickly becoming a Moccona favourite.

Moccona, known for its smooth, rich taste and classic glass jar, has been a favourite among
Australian coffee lovers for over 50 years. Moccona has the right cup for every moment of your
coffee, from the signature Classic Collection to the indulgent Gourmet Range. Each Moccona
jar is made from 100 per cent coffee beans and carefully manufactured to make a coffee of
premium quality.

SWOT Analysis:
a) Strength
● Readily available at retail stores and in different container sizes
● Good flavour, colour and taste
● Good distribution channels
● An important feature is that "instant preparation."

b) Weaknesses
● Moccona did not do proper promotion.
● Primary importance was given on the housewives only.

c) Opportunities
● Tie-up with corporates to promote their products
 d) Threats
● Guilt feeling of the housewives The

The popularity of Indonesian coffee beans has reached all corners of the world. It is not
surprising that Indonesia is one of the largest coffee producers. Therefore, if you want to enjoy
coffee, then choose Indonesian coffee. This authentic Indonesian coffee has the advantages of
various varieties, high quality and varied flavours. The world has also recognized Indonesia's
superiority.

More specifically, Indonesian coffee beans have unique flavour variations, for example, Aceh
coffee which comes with a dark chocolate flavour, and there is also coffee that tastes like salak
fruit to a spicy taste. Each coffee bean variety has a distinctive taste because it is influenced by
the region where it is grown. The tropical climate in Indonesia, its vast territory, many high
mountains and areas with high water availability are Indonesia's advantages for growing coffee.
Other factors that affect taste are soil fertility, availability of nutrients, chemical content of the
soil in Indonesia, geographical factors and rainfall, and the maintenance factor of coffee
plantations in Indonesia. Besides, Indonesian coffee farmers are known as resilient, diligent
farmers and provide maximum care for managed coffee plantations. These factors make the
quality and taste of Indonesian coffee superior.

The speciality of authentic Indonesian coffee, apart from having various flavours, also has the
best coffee type in the world, namely civet coffee. Also, various types of the coffee archipelago
are characteristic of a particular area, such as coffee Sidikalang pride of North Sumatra, coffee
Lampung, coffeeMalabar, coffee AcehGayo, Balinese coffee, coffee Papua, Florescoffee,
coffeeKerinci, Toraja coffee and much more Indonesian pride coffees. Another speciality,
Nusantara coffee is made from selected original coffee beans.