JEREMIE PATRIER LEITUS
Individual marketing diary

TO : Jenny Bratherton

Nespresso : «What else»

Nespresso : «What else»

Table of Contents :

Introduction 2

I. Consumer Buyer behaviour 3

II. Market segmentation 4

III. Products and brands 5

1

INTRODUCTION

One month ago on a freezing and rainy day, I entered the trendy London Nespresso boutique located in Knightsbridge. I went directly to the counter to purchase a designer, high-tech espresso machine by Nespresso at £119 and 10 coffee capsules at £0.5 each (you don't buy basic coffee blends but «grand cru» blends that offer 16 different types of coffee).
In addition, by buying this product, I automatically became a member of «Club Nespresso».

With a 25% market share in 2009 in Europe, Nespresso is the European leader of espresso machines.
It has more than 7 million regular consumers. This enables Nestle, the parent company, to set prices based on demand rather than supply competition. (the cost per cup is about three times higher than that of competitors.) Finally, Nespresso's brand ambassador is George Clooney and the brand's slogan is «What else ?».

2

I CONSUMER BUYER BEHAVIOUR

This purchase was a significant expense. Moreover, I am fond of coffee and I like offering a good coffee to my friends/guests. That's why I went through an extensive problem-solving process. My high-involvement in the purchase is not surprising since expensive products that affect self-image and provide a high degree of pleasure entail a higher-involvement of the buyer. (Laurent,1985).

Need recognition : I was watching a