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eg: gula melaka latte

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collagen, milk alternatives, protein shots

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Coffee that aligns with their lifestyle choices 

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Coffee that aligns with their lifestyle choices 

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Ex:

decaf

sugar free

low acid

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updated marketing aligning with the current obsession

Ex: the pop mart craze/ jellycat -> cute miniatures figurines

Similar to what Milo did in Sg

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Special edition miniature/mix tester sets for their coffees selection 

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Special edition miniature/mix tester sets for their coffees selection 

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Similar to Zus coffee, Starbucks, coffee bean etc

Sells their signature blends with curated cups made in store

Additional pastries infused with Nescafé beans

Comfy and modern cafe set up to attract customers to sit there longer

Exclusive in store merch/ seasonal gift with purchase

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Port the Spanish app to Malaysia

Add features that retain users ( zus app style )

Gamification ( USP compared to zus app )

Add different functionalities

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Includes all common percs of a store

Provides the next step for their NYEP program ( Creates Sentiment )

Works hand in hand with the app ( make the experience more interactive compared to zus )

Better branding -> products ect..

Offer Unique options.

Food options ( onde onde nescafè )

Kopi Pasport ( coffee from each state )

Devils Advocate

If im gonna drink it at home, why pay more to drink it outside ?

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Up the Tik Tok Presence

Up the Tik Tok & IG lives

Reach out to creators

Challenges and Gimics to do with the store and the app

Start Sponsoring events ( Student Centric )

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Use case driven Drinks

Strong brew ( 2x shot )

Clear Start ( no sugar , oat milk )

Pro + ( Cold Brew + Protien )

Wind down ( Decaf )

Community Run ( NYEP can design can / sugest new flavours )

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Merch that colabs with local brands creating more local presence

Pestel and Mortar

SVG

ect ect

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Nescafe sweet with caffeine and menthol (Fishermen alternative)

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Nescafe sweet with caffeine and menthol (Fishermen alternative)

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Effect: Energy boosting + soothing / refreshment

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Vending Machine, but with monthly pass (SaaS alike)

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Vending Machine, but with monthly pass (SaaS alike)

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target audience: working man/woman

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Auto-refill

Miniature, small enough to bring it anywhere (similar to starbucks cup but smarter)

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gen Z (because they’re trend followers)

health conscious drinkers

nightowls

families and remote workers (physical store/ cafe)

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Self automated coffee kiosk (similar to PANAS Uniten)

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Self automated coffee kiosk (similar to PANAS Uniten)

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but with dine-in options

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Create a new narrative to the slogan wholly based in Malaysia

Emphasize on helping smallholding farmers in perak and kedah

People like sob impactful stories with meaning

Focus on rebranding their social media to increase engagement

(potential) NesCafe

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Brand Familiarity ≠ Brand Relevance

The youth know Nescafé — they likely grew up with it.

They don’t associate it with their identity, aspirations, or rituals.

It’s seen as a functional commodity, not a brand with lifestyle meaning.

It’s losing mindshare to trendier, more expressive competitors (ZUS, Starbucks, Gigi Coffee) that offer more than just coffee — they offer status, content, community.

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Young generation emphasize on drinking experience, rather than brewing own coffee powder at home

Different taste preferences, young gen are not in fav of 3-1 coffee, they would prefer cold-brew / flw the trends

Prejudice against brand, young generation perceive Nescafé as outdated brand, as their marketing strategies seems to be disjointed / or entirely missing

Unattractive packaging

Limited selection / unable to choose our own sugar level/ customize the drink

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App ( Not too sure RN )

Essentials Line of Drinks

Nationa Wide Tour

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Before the rush, the grind, the hustle — there’s a moment.
A pause. A breath. A beginning.

In Malaysia, that moment starts with Nescafé.
Not just because we’ve been in your kitchen for generations,
but because we’re in the soil that grows your coffee, the hands that serve it, and the dreams that chase something bigger.

This isn’t just coffee.
This is the taste of home,