Marketing Management

NESPRESSO CASE STUDY

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CONTENTS

Introduction p. 3

I. SWOT analysis p. 4

II. Marketing Strategy and Policy p. 6

2.1 Target and Positioning p. 6 a. Target Market p. 6 b. Positioning p. 6

2. Marketing Mix p. 7 a. Product p. 7 b. Place p. 7 c. Price p. 8 d. Promotion p. 8

Conclusions p. 10

Reference List p. 11

INTRODUCTION

World leader and pioneer of the portioned coffee out top of the range, Nespresso S.A proposes a high quality coffee that consumers can sample either in the comfort of their home or in prestigious restaurants, coffees, hotels and offices. The Nespress’ offer, based on a unique trilogy, is an unequalled combination of exceptional coffees, elegant and ingenious machines, and an innovative individualized customer services. These three combined elements guarantee moments of pure pleasure, "the experience of a coffee of exception ". Nestlé Nespresso S.A, whose the siege is in Paudex in Switzerland counts more than 3 900 employees. The company markets directly its products to its customers in more than 50 countries and manages, at the end of 2008, more than 157 luxurious shops in the biggest cities of the world.
For the third consecutive year, Nestlé Nespresso S.A is the company posting the fastest growth rate of the Group Nestlé, of which it is one of the " brands billionaires ", with a turnover the end of 2008 exceeding, for the first time, the 2 billion Swiss francs and by continuing to register since 2000, an annual growth of more than 30 %.

Nespresso’s performances can be ranked into three categories:

• The products quality: the coffee bean are carefully selected as the aroma to create a perfect combination, the capsules permit a top-grade conservation of the aroma and the machines technology propose a real espresso; • The products functionality: no package overload, machine with an integrated