Presentation marketing coca cola

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  • Publié le : 30 novembre 2010
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Platform
Vision: Drinking coffee is a great experience, it has to be a moment of pleasure. Mission: Be the highest quality coffee provider and give the best service for the customer. Ambition: Be associated to the best coffee, the senior and leading actor on the market, with an environmentally-friendly image. Values: Quality, Innovation, Luxury, Choice, Great Taste. Personality: Refined,glamorous, sophisticated.

Trends
Responsible behaviour
»  Fair-trade / Waste sorting / Recycling / Ecology.

Full Service addicted
»  On line ordering and purchasing / Reaching the consumer in every moment of his daily life.

Less quantity, more quality
»  Aware consumption / Revival of authentic / Research before purchasing.

>

Nespresso can benefit from these trends.

Marketfindings
Dynamic and innovative market : 8% growth in 2008 B to B : 25% of the global turnover House equipment remains weak: 23% in 2007 High positioning of Nespresso on the market Price policy might weaken the brand’s turnover at the opening of the capsule market.

>

Nespresso needs to insist on the seniority and the quality of its product to remain the best in the consumers’ mind. Communication conclusions
Very effective communication : The Ultimate Coffee Experience campaign. Global & 360° gained international notoriety and image construction for the brand. Very good association in consumers’ minds with the brand baseline “What else” and George Clooney.

The consumer is overflowed by the various actions you can find on the website.

>

Nespresso has to find a relevantand lasting communication axis.

Image
Sensed image: Expensive / High quality coffee / Elegant brand / Great service and large variety offer / Elitist / Proud. Real image: Expensive and good quality / Unique and easily recognizable machines and capsules / Efforts concerning sustainable development. Wished image: Senior and leading actor on the capsule market / Greatest quality portioned coffee/ Best service provider worldwide / Unique product / Environmentally-friendly and acting coffee brand. > The new communication has to fit to Nespresso wished image.

Identified problems
1.  Capsule patent ending in 2012: booming competition 2.  End of the « George Clooney » era 3.  Polluting product : ecological issues 4.  How to surf on new medias 5.  Difficulties to access for people atlarge

Diagnosis
Nespresso needs to communicate efficiently and durably in order to prepare the opening of the capsule market. It has to reaffirm its legitimacy as a reference brand and capitalize on it.

Main question
How to renew Nespresso’s communication in a lasting and global way, in order to anticipate the opening of the market and the ecological threat ?

Nespresso wants
The LoyaltyThe Reference

The Preference

Targets : B to C
Actual
Target

28-49 years old Single & Families High disposal income Urban



Our
addi/onal
Advices

1 - Core target: The Internationalists 25-40 years old Single & Families Moving, travelling, hurried. With a special focus on Asiatic Internationalist.

Opinion
leaders

Media online/offline Opinion leaders on Green issues / Foodissues

2 – Broaden to people that are curious about Sustainable Dev. 3 - Millenials: participative on Internet, involved.

Pointing the world

 

Communication intensity must be proportional to the dispersion of the B to C target

Targets : B to B
Coffee
providers

Premium
services
 Culinary
Market


 Hostels


 Transporta/ons
 Others


Coffee
users

All
the
companies/services
that
use
 Nespresso
on
an
Internal
 basis




Partners
 Events
 Sports
/
Design
/
 Culinary
/
Culture


Internal

Employees / Sales Forces / Shareholders

Brainstorming funnel
COSY PLEASURE EXCELLENCE SENSORIALITY EMOTION QUALITY FUNDAMENTAL CHARACTER UNIQUE EXPERIENCE

ESSENCE ESSENTIAL

REFERENCE

Reference ?
Nespresso is a reference on variety, aroma and quality service. Nespresso...
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