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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.

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Nespresso can benefit from these trends.

Market findings
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.

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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.

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Nespresso has to find a relevant and 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