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.
» 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.
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.
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.
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
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.
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 ?
The LoyaltyThe Reference
Targets : B to C
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.
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
Premium services Culinary Market Hostels Transporta/ons Others
All the companies/services that use Nespresso on an Internal basis
Partners Events Sports / Design / Culinary / Culture
Employees / Sales Forces / Shareholders
COSY PLEASURE EXCELLENCE SENSORIALITY EMOTION QUALITY FUNDAMENTAL CHARACTER UNIQUE EXPERIENCE
Nespresso is a reference on variety, aroma and quality service. Nespresso...