Nestlé was founded in 1866 by Henri Nestlé in Vevey-Switzerland and is today the world’s leading nutrition, health and wellness company with a strategy guided by several fundamental principles. As for Nescafe frappe, promoted chiefly by Nestlé, it dates back to 1957.
More precisely, It is a foam topped iced coffee drink made from instant coffee, and represents the favorite drink of Greeks. How can we explain this local success of Nescafe in Greece? Through a document analysis I will try to show you that Nescafe frappe success is due to a combination of a Greek custom and of Nestlé’s strategy.
First I would like to present you Nescafe’s frappe recipe, to make you understand the specific way to prepare this instant coffee which is unknown in other countries.
The article “how Nescafe swept the Greek market” explains how Nescafe frappe started and became a Greek custom. It makes us finally notice that it is a product witch proves the ability of Nestlé to adapt to cultures. The Greek warm weather, the need for refreshment and the habit of spending time in open air cafés are taking into account. The company realizes that the tastes and standards are not universal and vary from country to country. It is therefore capital that Nestlé creates products in compliance with the customers needs.
In conclusion the local cultures, needs, tastes and habits are so many different factors that influence what consumers eat and drink. The Company is therefore conducting field studies to detect these different facets. Without this ability to vary its products, Nestle could not ensure development of the company in Greece and of course worldwide.
