Coffee drinking: Nescafe Coffee

- Principles of Advertising TABLE OF CONTENTS A. Introduction A.1 Coffee Growing Regions A.2 Nescafe Production A.3 Nescafe Original Coffee B. Objective B.1 Mission


Coffee drinking: Nescafe Coffee

Transcript of Coffee drinking: Nescafe Coffee

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Principles of Advertising


A. Introduction

A.1 Coffee Growing RegionsA.2 Nescafe ProductionA.3 Nescafe Original Coffee

B. Objective

B.1 Mission

B.2 Vision

C. Product

C.1 Total Market

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C.2 Target Market

C.3 Competitors

D. Executive Summary

E. Webliography

F. Group Profile


Coffee drinking is said to have originated in Kaffa, a province in Ethiopia. The

Ehiopians were the first to discover the beverage in the beans of a tropical

evergreen tree of the genus Coffea. They grounded and roasted these coffee

beans, then poured boiling water on it. People in Yemen, Arabia, and Egypt

soon learned of this discovery, until coffee drinking spread in many areas in

the West, and became part of the everyday lives of people for around 300

years now.

In our country, no morning is complete without coffee. We have our own

Batangas barako to be proud of. Instant coffee then came into the scene,

and lately, gourmet and specialty coffee with the introduction of foreign

cafés such as Starbucks, Seattle's Best, and the like. Coffee drinking has now

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become more than just a way to wake up one's nerves, it has become a


Making a cup of coffee might seem like the easiest thing in the world. But

have you thought of all the people who help make that coffee? About 60

million people are involved in the coffee industry.

It all starts on the plantations, where farmers tend to the coffee plants and

harvest the coffee cherries, usually by hand. The next thing they have to do

is separate the bean from the outer shell of the cherry. This is done either by

drying the beans in the sun or by washing them in a pulping machine. 

The dry beans have a greenish tinge and are therefore known as 'green

beans'. They are usually exported for blending and roasting. By combining

different types of beans you can give the resulting coffee a more rounded

taste. Once you have the right blend of beans, the most important phase of

coffee production begins: the roasting. It is not until the green beans are

roasted that they release the coffee aroma and flavor. Depending on the

roasting equipment and the desired flavor of the coffee, green beans are

roasted at between 180°C and 240°C for between three and 12 minutes. 

Before it can be brewed, the roasted coffee must be ground. Grinding

increases the surface area of the coffee, allowing the flavor to be extracted

more easily. To make soluble coffee, the ground coffee is brewed and then

dried. The drying can either be hot, in a spray drier, or cold, in a freeze


Finally the coffee is packed and sent to the stores. 

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Coffee Growing Regions

Coffee is grown in Africa, Asia and Latin America, in a so-called ‘coffee belt’

that encompasses the tropics. Brazil is the biggest producer, followed by

Vietnam and Colombia. 

Some countries specialize in one type of coffee bean. Robusta coffee is

grown from sea level to about 800 meters, mainly in Vietnam, Brazil and


Arabica coffee grows at a higher altitude, usually above 800 meters and up

to 2.500 meters. Brazil, Colombia, Ethiopia, Central America, Mexico, India

and Eastern Africa are among the best-known Arabica producing regions.

Coffees have typical regional tastes which are influenced by soil and weather

conditions. Costa Rica produces a mild coffee with nutty flavor while

Indonesian coffee has a thick, mellow character. Ethiopian coffee is prized for

its smooth strong flavor.

Nescafe Production

The unique NESCAFÉ process starts with selecting green coffee. Each step of

the production is carefully controlled and monitored to ensure the best


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After blending the green coffee, the beans are roasted at the right time and

temperature to achieve the desired taste and aroma profile. Next, the beans

are ground and brewed. The coffee extract then goes through evaporation

and drying process that turns it into granules or powder: that’s the coffee

you use to make a satisfying cup of NESCAFÉ.

But for us, production is more than just providing the best quality in a cup.

We place value on coffee that’s made with respect to the environment and to


Our attitude is embodied in the NESCAFÉ Plan, a global initiative started in

2010 that supports the responsible farming, production and consumption of


As part of the plan, we are improving our production processes by reducing

water and energy consumption and lowering emissions of greenhouse gases

from our factories and transport operations.

All about Nescafe Original Coffee

Nescafe coffee, made by Nestle, is one of the best known coffee

producers, currently with over 30 products (November 2011). They were

the first company to make coffee that was water soluble, so in 1930's

instant coffee was born. Over 1400 million cups of coffee (not just

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Nescafe) are consumed every day, mostly at breakfast time. Nestle claims

that 3,000 cups of Nescafe are drunk every second 

Nescafe Original has a rich, full flavor and is made from a blend of Arabica

and Robusta coffee beans. It is a medium dark roast and its aroma is

intense and comforting. When you make a cup of Nescafe Original, its

strength can be determined by how much instant coffee granules you add

before the boiling water is added. Like it strong? Add two spoons. Want it

quite weak? Just use half a spoon. Everyone has different preference,

mine depends on what time of day it is, but I do like to be able to taste

the coffee so usually use a good heaped teaspoon full.

NESCAFÉ 3in1 Original has the balanced mix of NESCAFÉ, COFFEE-MATE

and sugar that you can take with you, anytime, anywhere.



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Our mission is to provide consumers with the best tasting and most

nutritious coffee which would make them feel something that is so unique

that it is unexplainable by word-of-mouth. When they drink our coffee,

delightful moments shall be sprinkled in their every day.

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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.

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D. Webliography coffee - industry -a-profile