Reg No - 40902, Name - Shadia Hoque

Factors affecting Nescafe’s social and cultural
Environments
Nescafe is one of its renowned brands in the business of traditional hot and cold energizing soluble
like coffee and is available almost in every part of the world in different forms and variants. It was
named as one of the top 100 brands of the world. Today, its offerings are available in 180 countries.
Nescafe focuses on the coffee tradition and its historical value. Nescafe’s global brand personality
can be sincere, down-to-earth, warm and honest and excitement related to friendly, youth and
energy. however it depending upon the target market and the variation. Nescafe has a great
opportunity for their in the world market.
Nescafe’s Management Orientation:

Nescafe is a product of Nestle company .Nestlé is the world’s largest food and beverage company
which have more than 2000 brands ranging from global icons to local favorites and present in 191
countries around the world.so Nescafe is under polycentric orientation because Nescafe see each
country as unique and consider that business are best run locally. The host country know the best
work approaches and practices for running their business. Their managers with this attitude view
every foreign operation as different and hard to understand. Thus, they’re likely to let employees
there figure out how best to do things.
Cultural factors of Nescafe:

Culture of the company is its diverse background. Nescafe is a global Company and therefore has
customers from all over the world with different ethnicities, nationalities, cultures, and lifestyles.
In Addition, Nestle has a very diverse staff, who speak many different languages. Due to factors
like culture and differences in attitudes and behaviors in each country that has its own beverage
used as stimulant. Like in some regions its tree and in others its green tea or coffee. Nescafe
understood each country’s culture. It follows the Global Consumer Culture (GCC) positioning. It
means having the same brand logo, but marketing differently to meet local consumers’ needs.
Nescafe tastes around the world are so varied so its blends vary from country to country which can
differ largely by region. For instance:
 In Philippines, NESCAFE launched the brown ‘N Creamy variant, which contains brown
sugar to cater to the Filipino palate.
 In Vietnam, NESCAFE VIET has the strong and bold taste that Vietnamese love.
 In Mexico, NESCAFE de Olla is a unique coffee mix with cinnamon and panela.
 South Africans adore the fresh taste and rich aroma of NESCAFE RICOFFY which is
made of coffee bean and glucose.
Nescafe has a diversified base of consumers belonging to different personalities which have
different cultures and tradition. It is through advertising that they can create value for customers.
Thus, a balance has to be maintained between the local market perspective and the global outlook
as well for the success of the brand and company.
Religion facts of Nescafe:

Coffee is actually inseparably tied to religion. The two have a long and storied relationship. In
Muslim country like turkey NESCAFE is very popular where people use coffee to stay awake
during their long prayers.it lessened their desire for sleep. Sufi mystics in Yemen, who drank coffee
in order to remain awake during their ceremonies, as well as to aid in their spiritual connection to
God during sacred chants. But some orthodox Muslims to ban the drink, on the basis that its effects
were too similar to those of alcohol, which is forbidden in the Quran. Coffee holds a special place
at the core of modern day Christianity, as worshipers often gather in church basements to have
coffee together.
Attitudes, Values and believe of Nescafe:

Nescafe with the help of local agencies creates offerings based on consumer’s attitudes,
personalities, and behavior and the culture and tradition of that country while keeping a broader
global brand image, conviction and positioning .The brand promotes family oriented values:
advertisements shows families gathered around the table having a meal. Campaigns present the
advantages of instant coffee: easy and quick to make. ‘The coffee you drink says something about
the type of person you are. In Europe, where “coffee culture” is stronger: drinking coffee is more
a social and ritualistic behavior. People thinks that when you hear Nescafe, you sense the feeling
of comfort, relaxing, efficiency. People’s learnings are positive about Nescafe. Most of Nescafe
consumers believe that this brand is the best of its competitors. This beliefs affect more customers
so this makes Nescafe more and more successful every passing day. And for their attitudes,
Nescafe is also convincing each customer that they feel better, when they use Nescafe’s coffee. So
the consumers have positive beliefs and attitudes about Nescafe.
Dietary preferences:
Cultural influence also apparent in food preparation and consumption patterns. Nescafe Respect
for diversity means respect for other ways of thinking, other cultures, and all facets of society, and
requires openness and inclusiveness. For example:
In India, the entire coffee culture is very different. When one gets up in the morning he or she
would generally have something hot like tea or coffee, but when they go to a restaurant they will
generally order a cup of coffee and not tea. So, Nescafe took into account the consumption culture
of the Indians, keeping the consumers' thoughts in mind.
Aesthetic:
Nescafe is the world’s most famous instant coffee brand and they sell their products in 180
countries around the world. Nescafé is trying to create a more unified, global look that is consistent
across all of their products throughout the world that must go with every culture .Which must be
attractive and appealing. We live in a more globalized, social world and we needed a more unified,
powerful umbrella for a brand like Nescafé – a single personality that could also be expressed
differently in each country. Nescafé is trying to redefine its image to its younger market. To do
this, Nescafé has called their new brand identity campaign the ‘REDvolution’. They have added
a new red accent to their brand name, a bright red iconic coffee mug and their new slogan, “It all
starts with Nescafé”. The red color of the mug is used to emphasize the energy of the drink while
red suits to project that state of mind. They also use celebrity and music in their advertising which
also help to add Aesthetic element in their brand.
Figure: Nescafe’s REDvolution
Conclusion
Today NESCAFÉ is the world’s leading coffee brand with more than 4,000 cups of NESCAFÉ
enjoyed every second throughout the world. Nescafe has a rich history since 1938. Nescafe
products are produced by Nestle. Nescafe has a great opportunity for their in the world market.
Nescafe's main competitive advantage is its quality of this product and being a brand of Nestle,
which is considered, a world-class company.

Reg No - 40902, Name - Shadia Hoque

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Factors affecting Nescafe’s social and cultural

Nescafe’s Management Orientation:

Cultural factors of Nescafe:

Religion facts of Nescafe:

Attitudes, Values and believe of Nescafe:

Figure: Nescafe’s REDvolution

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