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Nespresso

Marketing project PG15 Avans school of applied science
by

Mitchell van der List

on 24 February 2014

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Transcript of Nespresso

Nespresso Presentation
PG15
History
1986
1986
Country of origin
Timeline
Switserland
First launched in
Japan
Italy
Switserland
1989
Bob Janssen, Joris Huisman, Dennis Bastiaansen
Mitchell van der List, Patrick Cornelissen, Lex de Wit
Koen Sneeuw, Joost van Weerden
1991
1992
1991
Launched in...
France
USA
1993
Doubled production line!
1995
1998
1998
2002
Capacity increase
by
400%
2004
First Nespresso Boutique!
2006
2009
Nespresso
Munich
.
Place
.
Lausanne
Where it all started
Lausanne
Where can you buy Nespresso products?
Nespresso Boutiques
But why not in the supermarket?
Because:
Exclusivity
Brand loyalty
Where are the capsules made?
Factory
Resources
Where are the coffeebeans picked
Brazil
Colombia
Costa Rica
Guatemala
Togo
Kenia
Ethiopia
Countries
Where are "Nespresso Boutiques" located?
In fancy streets in big cities
New York
Paris
London
Munich
Sydney
Avanches
600
employees
4.8 billion
capsules a year
400.000
square meters
How do the Nespresso Boutiques look like?
Machines
Interior
Exterior
Promotion
What is the Nespresso target group?
26-65
+
Medium-High income
In what are these women interested
Good looking men!
Since 2006
Why George Clooney?
Attractive
Mysterious
Proffesional
No competitors?
TV Ad
Demonstrations
Other ways Nespresso does promotion
Facebook
FREE
+
€199,99
Cheap offers
Bilboards
Price
Coffee market
-
-
Capsules
Other Coffee
Why the slogan
2001-2011
20 Billion
capsules sold!
How much do Nespresso capsules actually cost?
0.35
0.39
0.39
0.39
0.35
0.35
0.37
0.35
0.35
0.35
0.37
0.37
0.35
0.35
0.37
0.35
€0.35-€0.39
Nespresso reported a
20% growth
and sales of
2.3 billion Euros
How much do they cost?
Machine

Min. Price

Max Price
Pixie 149.00 -
U Pure 139.00 -
Maestria 399.00 549.00
Essenza 99.00 129.00
Citiz 179.00 249.00
Lattissima 249.00 499.00
Nespresso also makes coffee machines, but...
€99-€549
How much do the Nespresso capsules cost compared to the competitors?
Brand

Price per capsule
Nespresso:
0.35-0.39
Podcafe:
2.10 (0.21) (can be used 10 times)
L'or EspressO:
0.30
Price differences
How much do the competitors' machines cost
Nespresso: €99-€549
Kogan Ez-Press:
€139
Miele CVA: €699
?
Introduction
Welcome!
on behalf of PG15
Parts of the presentation:
History
Place
Promotion
Price
Product
We hope to give you an idea about the Nespresso company and marketing strategy
Enjoy!
Product
Nespresso makes 2 types of products
Capsules
Coffee Machines
What happens to the beans after picking?
+
+
Avanches
How many different flavours are there?
16 Flavours
Why does every flavour has a different colour?
It helps people remember the capsule they like
Can you use beans instead of capsules for the machines?
No, the Nespresso machines are only compatible with Nespresso capsules or equivalents
How many machines does Nespresso make?
6 Machines
Pixie
Citiz
Essenza
Lattissima
U
Maestria
Nespresso tries to create an experience not a product
Experience
Conclusion
What is Nespresso Club, we were talking about earlier?
A Nespresso Membership to gain extra's for example:
Pre-release information
Machine-service
Order capsules for home usage
Nespresso has recently started changing from Clooney commercials to "quality"-commercials, why?
They want to reach a wider range of people, not only the
women
, also
male
Nespresso is the
top-brand
within the
industry
It tries to create an
experience not
a
product
It recently
changed
their
marketing strategy
NESPRESSO, WHAT ELSE
THE END
Nespresso is one of the greatest growing coffee brands
Full transcript