Marketing Strategy Of Nespresso

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

1.0. Introduction Nespresso is a young subsidiary of Nestlé which turned quickly into a powerful multinational company leading the portion coffee market nowadays. The company has been created in 1986 and has been immediately launched to Switzerland, Italy and Japan. During 1987, the company sold just 875 machines. Since that date, the company has increasingly expanded its operations internationally to become the famous coffee brand that everybody knows today. In 1991/1992 J.P Gaillard decided

Nespresso [pic] [pic] SWOT Internal diagnostic External diagnostic | | | |Strengths |Opportunities | | |

History of Nespresso 3 Nespresso integration whithin Nestlé Group 3 Mission and Vision Statements 4 Internal Analysis 4 External Analysis 5 - PEST 5 - Opportunities & Threats 6 - Customers Analysis 7 - The coffee market and Expresso machine market in France 8 Competitors Analysis 9 SWOT Analysis 12 Strategic Options 13 - Target Groups 14 - Positioning 15 - Competitive Strategy 15 Marketing Mix 15

analysis, first we noted that Nespresso wishes to position on the espresso coffee market as luxury product. We especially noticed two different points of segmentation: the social class and the age. The touched social class demonstrates that it is about customers with high incomes and liking the luxury. Furthermore, Nespresso aims at the well-off (CSP ++) to assert its brand image and the membership of its product in the field of the luxury. The process Nespresso is unique because it is protected

Marketing Management NESPRESSO CASE STUDY [pic] 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

MARKETING CASE STUDY: NESPRESSO All finesse of highly skilled marketing [pic] I) NESPRESSO SWOT ANALYSIS: • External analysis: |Opportunities: |Threats: | |Macro: |Macro: | |Coffee has become, throughout the decades one of the most popular |Serious

1986 Nestle decided to lunch the Nespresso S.A not knowing that it will reach incredibles goals. But Nespresso didn´t work world wide upto Krups became the key supplier of machines. Nowadays, Nespresso had became the European leador of coffe produce by capsules. “Nespresso is today present in over 35 countries, with 19 subsidiaries and more than 300 staff. There are 11 partners for the machines, 6500 points of sale were the machines are available, , 42 Nespresso stores in 38 cities in Europe, North

by 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

ETUDE DE CAS MARKETING [pic] Présentée par Janvier 2010 Après l’eau, le café se place à la deuxième position des boissons les plus consommées dans le monde. Une des raisons pouvant expliquer ce succès est sans nul doute que le marché du café a connu ces dernières années de nombreuses évolutions, notamment en ce qui concerne sa méthode de préparation. Le symbole ultime de cette évolution trouve sa concrétisation avec Nespresso et ses cafés en dosette. Au cours des années