Nespresso:
An
upmarket
posi1oning.


4MC3‐MARCHÉ
EUROPEEN
–
Strategic
analysis
of
Nespresso


1


INTRODUCTION 

• Nespresso: the brand name of Nestlé Nespresso SA, an operating unit of the Nestlé 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



The
communica1on



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:
 Sharon
Stone