PRODUCT NESCAFE The beginnings of Nescafe can be traced all the way back to 1930, when the Brazilian government, first approached Nestlé, The agency, Brazilian Coffee Institute seeks Nestle to preserve the huge coffee surpluses, by develop coffee that was soluble in hot water. Coffee guru, Max Mergenthaler, and his team set out immediately to find a way of producing a quality cup of coffee that could be made simply by adding water, yet would retain the coffee's natural flavor. Afterseven long years of research in Nestle Swiss laboratories, they found the answer. The new product was named Nescafe —a combination of Nestlé and café, Nestle introduced Nescafe, the first commercially successful soluble coffee, in Switzerland, on April 1st, 1938. The company applied the technology at its Hayes factory, west London. Instant coffee processing was not a new idea; it was invented by a Japanese chemist in 1901 and had been marketed and sold by other companies without success. Nestle revolutionized the wayinstant coffee was made. Nestle developed a new process for dehydrating the concentrated coffee which vastly improved the quality. In entailed spraying a fine mist of the solution into a heated tower where the droplets turned to powder almost instantly. For the first half of the next decade, however, World War II hindered its success in Europe. Nescafe was soon exported to France, Great Britain and the USA. Its popularity grew rapidly through the rest of the decade. Itwas so popular that the entire production of its US plant was reserved formilitary use. By the 1950s, coffee had become the beverage of choice for teenagers, who were flocking to coffeehouses to hear the new rock 'n’ roll music. Over the years the company has kept the emphasis on innovation, introducing pure soluble coffee (1952) solely using roast coffee beans, freeze dried soluble coffee (1965) and coffee granules (1967). In 1994 Nestle invented the full aroma process, which improved the quality of instant coffee. Such innovations have made sure that Nescafe has remained the world's leading coffee. It is also the third most valuable brand in the entire drinks sector.Brand Perception Nescafe logotype was always the same since its origin. The logotype borrowed the same Nestlé format, and the word Nescafe is a combination of the first three letters of Nestlé and café which is coffee in Portuguese Packaging and Color The symbol added to convey the brand meaning was the red mug. Most commercials scenes show someone holding the red mug with the Nescafe logotype written in the vertical position. Probably the red color of the mug was chosen to emphasize the energy of the drink, since coffee is a stimulating drink and red is perfect to describe this state of mind. Therefore, the semiotics triangle would display on the sign side, the red mug, on the object side, the granulated instant coffee, or the productitself, and on the interpretant side, the wellness state of a good cup of coffee. Target Audiences: 4. Working Adults (Primary) 2. Students-University, Academy, High School (Secondary) 3. Senior Citizens (Third party)INSTA’ : To bring Nescafe to people around the globe, providing a Nescafe to satisfy every aspectof needs. Nescafe provides good test, aromatic smells of coffee to people, providing “1 Nescafe with 1 unique moment” so that everyone can enjoy. Wherever you are, you will be able to find Nescafe around, whether in shopping complexes, supermarkets/hypermarkets or even grocery stalls. GOALS! ACHIEVEMENTS: Giving people the unique moments (comfort, relaxations) through Nescafe. Stress, pressures, working overtime has led the people to have at least a cup of Nescafe coffee to relax them, having chit-chat with friends/colleagues as well, to prevent from emotional influences. We are committed to maintaining the same level of personal connection that our consumers have grown to love as we build these qualities into our company culture Slogan: “It all starts with a NESCAFENescafe is one of the leading coffee brands in the world. The price of products are dependenton the quality of the material supplied by the company. The marketing mix pricing strategy of Nescafe is dependentupon competitors and demand. The products are high in quality and they are significantly priced. But this has slowly made the customer base small and limited. The people decided to have these coffees and was a greata great success. There after we saw that Nescafe has made several changes in the portfolio and new products are in. This has increased the customerbase, as people have a wide variety to choose from. The prices of the followings were adjusted accordingly. The volume offered to the customers were varied as was the price. This made it available to a wider set of customers as the products got pocketfriendly. The sachets are available at a very low price. They are targeted to the customers who would prefera single cup of coffeeand ata cheap rate. The various flavours of Nescafe coffee are made available at various quantity and their prices also set according to the packing.