Nestle Coffee Case Study

Nestle is a Swiss multinational food and beverage company headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues.(“Wikipedia”)
In 1937 the Nestle management team of the company makes room for those members who had grown up with the organization. Due to this change of management, in 1938 Nestle introduced it’s first nonmilk product: Nescafe. As a result of 8 years of research, the instant coffee product was regarded as a revolutionary product at the time. This came as a response to a request from the Brazilian Coffee institute which asked for a solution in order to use Brazil’s large coffee surplus.
The Nescafe brand is part of the medium sector, designed for medium income consumers which want to

Thus, most often coffee is associated with smell, freshness, cigarette, waking up in the morning, something exotic, relaxation, bitter taste, cream, foam. Consumers tend to include hot chocolate in the same category with coffee. Coffee is a very popular product consumed daily in a large variety of occasions. Usually it is consumed throughout the day, the responders stating that they drink at least two cups of coffee per day. The aspects influencing consumption are related to: mood (stress, physical or mental fatigue), time of day (morning, afternoon, only rarely in the evening and in small quantities), events (visits, meetings etc.). Because, besides the pleasant taste, coffee offers the consumer a moment of relaxation, focus group participants associate the moment to some ceremony - morning coffee before work, or a gratification – the afternoon coffee while watching television after a day at work. This ceremonial is more noticeable in the case of natural coffee consumers, compared to instant coffee ones, which, due to the rapid preparation, are associated with the dynamic and busy consumers. Other factors that influence coffee consumption are smoking, season of the year (because day is shorter in winter than in summer they drink less coffee, although some consumers said they drank more coffee during winter due to fatigue and lack

You might have a special proprietary blend, or the best on-site roasters, or baristas who can make even professed coffee-haters fall in love with their lattes. Hopefully you have all three. But giving your customers a great cup of their favorite beverage is essential to success.
• Customers
You don't need to be located on the busiest street corner in town -- the traffic might not be enough to make the high rents worth it. But you do need to figure out who your customers are likely to be and make sure there are enough of them located near your business to make the numbers work. If your coffee business is a shop on the corner, make sure that there are enough people in the area who drink coffee to keep your business profitable. If you’re operating a coffee service that serves local offices, it helps to be near enough to get your products there on a timely basis.
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