4MC3‐MARCHÉ EUROPEEN – Strategic analysis of Nespresso
• Nespresso: the brand name of Nestlé Nespresso SA, an operating unit of theNestlé Group. First strategy: business market (BtoB),launched in Switzerland, Italy and Japan. Sales were disappoin1ng: only 875 machines sold the ﬁrst year. Last chance by appoinJng a new CEO to head Nespresso: Jean‐Paul Gaillard. Completely change the markeJng stategy:
• • • •
BtoB market was leP .
Choosing to locate in other countries, starJng with the U.S. then France, Germany ... Choosing to modify the communicaJon stategy.
Beginnings of Nespresso
During the 70s, Nestlé anJcipates the growth of the market of the high‐end coﬀee and is inspired by the original concept of the inventor of the espresso Luiggi Bezzera.
The principle is simple: oﬀer directly at home or to the oﬃce the quality of espressos served in the best Italian coﬀees. UnJl now leader of the coﬀee in capsule, Nespresso has to face the compeJtors growing as Tassimo with a variety of products and Senseo today with compeJJve prices.
Nespresso was born and the revolu1on of a beTer coﬀee goes to see the day. Concept: a coﬀee adapted to all the tastes, for every consumer
The strength of Nespresso: his adverJsing, but also its penetraJon in a market competed through all the countries.
A real club in been born. Nespresso what Else
A seducJve communicaJon which charms several countries. Nespresso use the muse Clooney, in the adverJsing. Choice, simplicity and pleasure The keys of succes: Mouth : 60% of news costumers 30% of the Internet @, TV and sponsoring Control of disJbuJon logo who change • Nespresso focuses communicaJon
through the stars. For example, to launch Nespresso Champs Elysées’ store: ...