Nespresso Consumer Behaviour

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

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. > Nespresso can benefit from these trends. Market findings Dynamic and innovative market : 8% growth in

Alcon (2002: partial IPO; 2008: partial sale)Alcon (2002: introduction partielle en bourse; 2008: vente partielle) 1981 Galderma (joint venture with L'Oréal)1985Carnation (with Coffee-mate and Friskies)19861986 Creation of Nestlé Nespresso SA Création de Nestlé Nespresso SA 1988 Buitoni-Perugina, Rowntree (with KitKat 1990Cereal Partners Worldwide (joint venture with General Mills)1991Beverage Partners Worldwide (joint venture with Coca-Cola)1992Perrier (with Poland Spring)19931993 Creation of Nestlé

price place promotion people (customers / targets) Communication strategy and communication plan : consistant with marketing strategy and brand core values communication tools, plan, budget : result of a rational process in order to reach a consumer creative process : answer to a brief and objectives elements (brand positioning, brand objectives, target to reach) Brand communication : series of tools / means that will allow a company (brand) to spread a message towards customers (target)

comportement envers une publicité ou une marque - création d’une attitude favorable envers un produit  faire en sorte qu’un comportement ponctuel tende à se reproduire pour devenir un comportement habituel.  4 approches : - Association : 118-218, Nespresso - Instrumentation (récompense/punition) : Univ. mobile - Essais-erreurs : Fiat, total - Imitation : Evian, Herbal essence - Théorie d’apprentissage : I. L’approche behavioriste Conditionnement classique  Définition : Mode d’apprentissage

portfolio diversification and expansion through two aims, innovation and renovation. Which means that the company is incessantly reactive to the needs and requirements of its targeted customers, and the firm is proactive, to create and implement new consumer trends on the market thanks to innovation. The company kept its growth and diversification by both acquisitions, for instance the acquisition of the American food giant Carnation (1984), and strategic partnerships, for example Coca-Cola in the 1990s

market, Marks Nutella, My Darling, Kinder, Ferrero Rocher and later, Tic Snap permitted Ferrero France to be on the first place of the confectionery of chocolate market since 2004. We have chosen the product Nutella for our case study. French people consume about 800 grams per year. In fact, Nutella is a part of the Ferrero Corporation with 15% of its sales and is the fourth largest confectionary group all around the world. 1. The situation analysis 1.1. The environment 1.1.1. What are

real target of the ad. They can be idealized (models) or degraded (prostitutes), their intellectual capacity is often reduced and the woman's body is reduced to an object of seduction and desire. The publicists are aware of the evolutions of ideas, behaviours and mentalities. In fact, ad pretends that they have a role in this evolution or even that they are at the origin of it) ---------------------------------- L’image de la femme dans la publicité (representation of women in ads) Le corps

Français n’ont pas été « dupes ». Les forces en présence sur le marché • Regarding your selected market: in what way do you identify actors who compete within the existing structure and conform on the behaviours? In what way do some of them reshape both structures and behaviours? What do you think of group behaviourism in this context? Les concurrents directs : L’étude du marché du produit Essensis de Danone est particulière puisque ce marché n’existait pas en France. En effet