Nespresso Target Study

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

University Nespresso s consumer behavior Nespresso, What else ? Nespresso s customer Profile and Behavior Edouard Tintignac IFM University 2007 Nespresso s consumer behavior Table of contents Table of contens Introduction Methodology What i did Questionnaire Summary of the first findings Analysis of Nespresso customers Age Gender .. . . . .. 2 . 3 .. 4 4 . 5 . 8 13 ... 13 14 What most influenced you to buy a Nespresso machine ?..... 15 How far Nespresso customers are

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

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 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

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

management), digital marketing, buzz marketing, alternative marketing, strategie marketing, ambush marketing ans guerila marketing. Evaluation of the course case study : launching a brand in Europe stategy communication plan / tools Course plan brand marketing / communication media non media strategies case study Communication part of marketing mix (les 4 P) Kotler : inventeur du marketing mix en 1950-60, the 4 P : product price place promotion (marketing communication)

In the French 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

consommateur, on veut le comprendre (ses choix, ses attentes, son environnement, ) Study market Consumers, environment… Stratégie (collecter de l’information, prendre des décisions, segmentation,...) Main decisions – le segmentation Marketing Mix (-4P)/ operational marketing (mettre en place des actions concrètes par rapport market You have to do your best to satisfy the consumers/ the segments you have decided to target Marketing: Process of planning and executing the conception, pricing, promotion

consommation du café sont très nombreux, traditionnellement on consomme un café à la fin de son repas, notamment au restaurant. Certains lieux sont apparus exclusivement pour la consommation de boissons à base de café, notamment les Starbucks coffee, Nespresso … C’est dire si en fait on boit du café partout, à toute occasion et à chaque instant de la journée. 3. Le café : un marché gigantesque et paradoxal. Globalement plat, la consommation de café en termes de quantité ne croît plus depuis près