Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

“The fact is, that Turks can’t live without coffee…” the introduction of Nescafé into Turkey (1952-1987)

“The fact is, that Turks can’t live without coffee…” the introduction of Nescafé into Turkey... This paper aims to investigate the introduction of Nescafé, a brand of the Swiss multinational company Nestlé, into the Turkish market and examines the formative period (1952-1987) before it succeeded to become the most popular and leading coffee brand in Turkey. By that it aims to draw attention to Turkey as an interesting case in point for the study of the history of marketing practices in a non-Western context.Design/methodology/approachThis study deploys a variety of largely unexplored material ranging from archival sources to newspaper reports and advertisements. In the first part, archival sources provided by the Nestlé archives (AHN) will be analyzed to present the company’s marketing strategy. As the amount on advertisements between 1952 and 1984 remained modest, the second part is devoted to the analysis of Turkish media reports to discuss Nescafé’s public perception.FindingsThe paper demonstrates that during the period under consideration the instable political and economic environment was pivotal for Nescafé’s marketing. Nestlé in the early years used similar strategies as in the West advertising Nescafé as a premium product for the upper middle-class. Due to import restrictions, it was a scarce and high-priced product. Nescafé succeeded to become a highly esteemed and sought-after product because it stood for Western modernity and prosperity. The study argues that it was not primarily Nestlé’s marketing that resulted in Nescafé’s considerable brand recognition but its public “visibility” through media reporting.Research limitations/implicationsThis study is a preliminary attempt to investigate the history of instant coffee and its marketing in a non-Western market. The paper is mainly focused on Nescafé because it was and still is the most important brand in Turkey. Further, this paper brings into spotlight a country with distinct sociopolitical and cultural particularities which distinguish it from Western countries and allow to scrutinize how marketing practice and thought may develop in a non-Western setting. Further research is needed as Turkey's specific marketing environment is far from being thoroughly investigated.Originality/valueBy focusing on Turkey, this paper provides an insight into the specific ways Nescafé was marketed, consumed and perceived in a non-Western market. By that it allows to consider how multinational companies responded and adapted to a culturally, politically and economically challenging environment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Historical Research in Marketing Emerald Publishing

“The fact is, that Turks can’t live without coffee…” the introduction of Nescafé into Turkey (1952-1987)

Köse, Yavuz
Journal of Historical Research in Marketing , Volume 11 (3): 22 – Aug 22, 2019
Download PDF
22 pages

Loading next page...
 
/lp/emerald-publishing/the-fact-is-that-turks-can-t-live-without-coffee-the-introduction-of-HL9DXbbPYX
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1755-750X
DOI
10.1108/jhrm-03-2018-0012
Publisher site
See Article on Publisher Site

Abstract

This paper aims to investigate the introduction of Nescafé, a brand of the Swiss multinational company Nestlé, into the Turkish market and examines the formative period (1952-1987) before it succeeded to become the most popular and leading coffee brand in Turkey. By that it aims to draw attention to Turkey as an interesting case in point for the study of the history of marketing practices in a non-Western context.Design/methodology/approachThis study deploys a variety of largely unexplored material ranging from archival sources to newspaper reports and advertisements. In the first part, archival sources provided by the Nestlé archives (AHN) will be analyzed to present the company’s marketing strategy. As the amount on advertisements between 1952 and 1984 remained modest, the second part is devoted to the analysis of Turkish media reports to discuss Nescafé’s public perception.FindingsThe paper demonstrates that during the period under consideration the instable political and economic environment was pivotal for Nescafé’s marketing. Nestlé in the early years used similar strategies as in the West advertising Nescafé as a premium product for the upper middle-class. Due to import restrictions, it was a scarce and high-priced product. Nescafé succeeded to become a highly esteemed and sought-after product because it stood for Western modernity and prosperity. The study argues that it was not primarily Nestlé’s marketing that resulted in Nescafé’s considerable brand recognition but its public “visibility” through media reporting.Research limitations/implicationsThis study is a preliminary attempt to investigate the history of instant coffee and its marketing in a non-Western market. The paper is mainly focused on Nescafé because it was and still is the most important brand in Turkey. Further, this paper brings into spotlight a country with distinct sociopolitical and cultural particularities which distinguish it from Western countries and allow to scrutinize how marketing practice and thought may develop in a non-Western setting. Further research is needed as Turkey's specific marketing environment is far from being thoroughly investigated.Originality/valueBy focusing on Turkey, this paper provides an insight into the specific ways Nescafé was marketed, consumed and perceived in a non-Western market. By that it allows to consider how multinational companies responded and adapted to a culturally, politically and economically challenging environment.

Journal

Journal of Historical Research in Marketing – Emerald Publishing

Published: Aug 22, 2019

Keywords: Marketing history; Branding history; Consumption history; Turkey; Ottoman empire; Nescafé

References

  • Spécimen classement publ. Int., lettre circulaire, texte turc, 8.4.1952
  • Rapport mensuel décembre 1952
  • Bir fincan kahve
  • Yeni Moda
  • Zorunlu Besin Maddesi
    Arpad, B.
  • Nescafe satışları ilgi görmüyor
  • Özal: ‘Zor bir dönemi başarıyla geride bıraktik’ dedi
  • Bir sepet, yerli mallarla 4.885, ithal mallarıyla 10.165 liraya doluyor
    Bengin, T.
  • Fiyat hürriyeti, fiyat anarşisi!
    Çetiner, Y.
  • Polisiye Tedbirler
  • Tüketici ‘hazı kahve’ye doydu
    Dinç, S.
  • Kahveye dair bazı malumat
  • Amerikan eşyası alım-satımı memlekette salgın halini aldı
  • Tekel Idaresi kaliteyi gittikçe bozarken Amerikan sigaraları artık piyasada serbest satılıyor
  • İstatistik - Kahve, Çikolata Ve Biber Sarfiyatı
  • Uçakla gelen
  • Türk Cam Sanayiinin Önderi
  • Yurt dışından vergisiz getirilecek eşya artırıldı
  • Tekel bir milyon şişe viski ithal etti
  • Gerçek Nescafé geldi
  • Gerçek ‘Nescafe’ geldi
  • Türk kadını ne isterse onu ithal ederiz
  • Nescafede fiyat anarşisi
  • Amerika geliyor diye
    Öymen, O.
  • Fiyatlar Dünyanın Her Yerinde Yükseliyor
    Özgüner, Y.
  • Hırsızlık dizboyu
    Sabaz, S.
  • Kahve ziraati ve ticareti
  • Turizmde komut!
    Talu, E.
  • Kadınların özlemine göre mal getiriyoruz
    Türenç, P.
  • Yeni bir ithal kahve geldi: ‘Mocca Gold’
    Türenç, P.
  • Kürdistan Radyosunda Zeki Müren’in plâkları çalıyor
    Turgut, H.
  • Turistik Bodrum’da eğlenceye polis yasağı
    Yılmaer, H.
  • Rapport mensuel décembre 1954
  • Rapport mensuel décembre 1955
  • Turkish coffee culture
    Ayvazoğlu, B.
  • Some turkish perspectives on the United States and American policy toward Turkey
    Çandar, C.; Abramowitz, M.I.
  • Turizm
    Çoruh, S.
  • Between neo-Ottomanism and Ottomania: navigating state-led and popular cultural representations of the past
    Ergin, M.; Karakaya, Y.
  • From bazaars to digital enviroment: a short history of marketing in the Turkish context
    Genc, E.A.; Igneci, M.; Ozturkcan, S.; Okan Yolbulan, E.
  • Special and ordinary times. Tea in motion
    Ger, G.; Kravets, O.; Shove, E.; Trentmann, F.; Wilk, R.
  • Exhibiting american domestic modernity at the Izmir international fair
    Gönlügür, E.; Gürel, M.Ö.
  • Kein Ende in Sicht? Hintergründe zu 15 Jahren AKP-Regierung in der Türkei
    Joppien, C.
  • Marketing and consuming flowers in the Ottoman Empire
    Karababa, E.
  • Early Modern Ottoman Coffeehouse Culture and the Formation of the Consumer Subject
    Karababa, E.; Ger, G.
  • Pazarı 3’e katlayan nescafe, 5 yılda 2 kat büyüyecek”, Dünya, 15 October
    Karadeniz, Y.
  • Reinterpreting Turkey’s marshall plan: of machines, experts, and technical knowledge
    Keskin-Kozat, B.; Criss, N.B.; et.al
  • It only takes a jiffy to make
    Khamis, S.
  • Coffeehouses: leisure and sociability in ottoman Istanbul
    Kırlı, C.; Nigel Borsay, P.; Hein Furnee, J.
  • Strategische Außenwirtschaftsbeziehungen. Die Bundesrepublik, die Türkei und der Kalte Krieg 1945–1970
    Kleinschmidt, C.
  • Nestlé in the Ottoman Empire: Global Marketing with Local Flavor 1870-1927
    Köse, Y.
  • Tea as a New Flavour in the Ottoman Culinary Culture
    Kuzucu, K.; Bilgin, A.; Samanci, Ö.
  • Coffee, a Condensed History
    Morris, J.; Thurston, R.W.; Morris, J.; Steiman, S.
  • Identifying Ottomanism: The Discursive Evolution of Ottoman Pasts in the Turkish Present
    Ovunc Ongur, H.
  • Ottomanism then and now: Historical and contemporary meanings
    Taglia, S.
  • Trends in coffee consumption in selected importing countries
  • The Istanbul hilton, 1951-2014: modernity and its demise
    Wharton, A.J.; Gürel, M.Ö.
  • Türkiye turizminin boyutları
    Yüzgün, A.