II. EXECUTIVE SUMMARY

Thanks to the strategic analysis, first we noted that Nespresso wishes to position on the espresso coffee market as luxury product.
We especially noticed two different points of segmentation: the social class and the age.
The touched social class demonstrates that it is about customers with high incomes and liking the luxury.
Furthermore, Nespresso aims at the well-off (CSP ++) to assert its brand image and the membership of its product in the field of the luxury. The process Nespresso is unique because it is protected by a patent for the machine and thus Nespresso benefits from a monopolistic situation.

The basic product of Nespresso is the capsule of coffee which joins with a machine made by diverse companies.
The product Nespresso is situated in the up-market register of products thanks to its elaboration, its packaging and the associated services.
Thanks to its positionning, Nespresso applies a policy which strengthens its brand image. A high price is often associated to good quality on this kind of market. This policy applies as much to the basic product ( the capsules) as to the accessories.
The policy of distribution is, as for it, in perfect harmony with the deliberate and received positionning. It consists of strategy of an integrated distribution. the offer of Nespresso, the organized communication strategy is in perfect adequation with its marketing strategy. It is based on the contact direct and turned to a marketing "one to one".
The communication of Nespresso is based on "Club Nespresso" which serves on one hand for selling the product and accessories, to inform and to advise the customers. On the other hand "Club Nespresso" allows to develop loyalty its consumers.

III. INTRODUCTION

The coffee is not any more only a warm drink which serves for waking us in the morning but it becomes one moment of pleasure and relaxation.

We chose to study a brand, Nespresso, who conveys the luxury through a product on