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Nespresso Vorlage

Costumer Marketing
by

Maximilian Metz

on 12 December 2014

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Transcript of Nespresso Vorlage

CONTENT:
Short backround
Brand environment in the beginning
Brand environment of Nespresso now
Passive and active brand awareness questionnaire
Nespressos approach to achieve costumer loyality
Nespressos corporate philosophy
Aaker`s brand identity model
Kapfer`s brand identity prism
Brand steering wheel for Nespresso
Browth potential for Nespresso

presented by:
Sashary, Ivanna, Elmira, Max M.

BACKGROUND

Sub brand of world`s leading nutrition, health and wellness company (Nestle)

Origin in Swiss-> Lausanne (1986)

Concept: coffee in capsules - machines

Focused on espresso

Distribution mainly through own stores and internet.

50 countries with 190 boutiques and more than 7 mio. club members
BRAND ENVIRONMENT IN NESPRESSO´S DEVELOPMENT
ACTUAL BRAND ENVIRONMENT
QUESTIONAIRE 1
BRAND LOYALTY
First idea of Nespresso was to provide a quick cup of coffee with high-quality perfect for business.

Nespresso struggles in the first years because of unfavourable marketing.

1998/91 Change of Marketing strategies and development effected succes in 2010.

Now: is able to communicate their message of an excellent and easy made cup of coffee in short time.

Nespresso was the first company with such a system and also in this niche of cofffee focused on a fast, one-cup coffee making.
Watching the success of Nespresso other companies started to enter the market with different pricing and quality strategies:

Own coffee systems.

After the patent for the capsules was running out, competitors started to produce fitting capsules for Nespresso machines.

Nespresso differentiates itself with higher quality and its image of exclusive elegance and luxury lifestyle
High exit barriers.

Push and Pull strategy.

Club Nespresso.

Nespresso Magazine.

Customization Service.

CORPORATE PHILOSOPY
Vision
" Be preferred and respected as the leading premium quality coffee company for portioned coffee and become the icon for perfect coffee worldwide".

Mision
"Deliver highest quality coffees and ultimate coffee experiences to our costumers cup after cup".

Ambition
"Redefine the world of coffe and position Nestlé Nespresso as the industry thought leader for portioned coffe".
THREE KEY GROW DRIVERS
Creating highest quality Grand Cru Coffees.

Creating long-lasting Consumer relationships.

Creating sustainable business success.


BRAND POSITIONING

Coffee Experts:
Lavazza
Delta

Coffee Bar Experts:
Starbuck's
Costa Coffe
Coffeeheaven

Coffe machines experts:
Keurig K-cup USA
Dolce gusto Krups
Gimoka Espresso Italia
Handpresso France
Senseo Philips
Tassimo Bosch
Caffitaly
Saeco Philips
The eight elements of a brand’s positioning:
POSSIBILITIES TO GROW
The brand should keep their claim of perfection at all levels, from the product brand experience & from machine to service. They also should keep developing new models machines and new flavors in order to surprise their clients.
If the brand Nespresso stays true to itself, it will be well equipped to face the looming competition.

The End

Thank you for your attention
http://www.google.at/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=0CAgQjRw&url=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3DcayglfwNaJc&ei=QCmEVI2LGOb9ygP7p4KQDw&psig=AFQjCNHbOdQYZqrKkBAsLUM0wR9JY9nqGA&ust=1418033856465491

QUESTIONAIRE 2
(demographic data optional)

Black and white logo with the letter ´N´

21 colorful coffee capsules
KAPFERER´S BRAND IDENTITY PRISM
Physique

Priceless
Quality-oriented
Universal coffee
(´Nespresso, what else?´)
Loyalty
Warm and relax
Recycling
Culture
Environmentally responsible
Quality-oriented
Prestige
Upper class
Self-image
Elegance
Mature
Bringing together
Qualitative
Reflection
Relationships
Warm/friendly atmosphere
Proximity
Relaxation

Target:
Nespresso is definitely aimed at coffee lovers who want that luxurious instant espresso maker in their homes. As Nespresso is a premium brand, so the price policy has to follow that trend. Machines are from €99.00 till €599.00 , pods are from €0,35-0,47. So Nespresso is definitely targeting people who really want to drink great quality coffee not only in Nespresso Boutique but in own homes.


Competitive environment:

AKER´S BRAND IDENTITY PLANNING MODEL
Brand Identity
Value proposition
AAKER´S BRAND IDENTITY PLANNING MODEL
Value Proposition
BRAND - CUSTOMER RELATIONSHIP
Expansion of the Brand in Countries where is still not present
Nespresso continued focus on quality, innovation and personalised service drove their strong performance. Brand Nespresso has positioned as the preferred choice and reference for consumers. Continuous innovation is part of their company culture. Desire to be better than even the best-in-class and that’s the mission of 7 000 employees around the world.
When it comes to machine innovations, PIXIE was their the most successful machine launch ever. Its sales performance in the first year outstripped that of CitiZ in the same timeframe. And Lattissima+, a one-touch coffee-and-milk has a huge potential, as 60% of all coffees worldwide are consumed with milk.
The business-to-business sector offers for Nespresso huge growth opportunities that they will continue to develop. Consumer habits around the world are evolving. Consumers are increasingly appreciating, selecting and demanding superior quality coffees both at home and out of home.



ESCH´S BRAND STEERING WHEEL
PERSONALITY
Insight & Benefit
Insight:
Nespresso’s tag-line is: “Nespresso, What Else?”. Therefore, the main idea of the insight was that customers want to be able to indulge in delicious espresso anytime.
Benefits:
Nespresso is definitely convenient- you can have amazing espresso drink in your own home. Also You becoming part of “luxury and unique” community.
Value & Personality:
George Cloony is an excellent personality for the brand- he is sensual, indulgent, and with elegant, exactly what I think of when I picture “Nespresso” as a human being! Also Nespresso really put high atention on relations with customers, all employees should be really like Guru of coffe and are really good skilled. Nespresso is exclusive brand.
Reasons to Believe:
Such brand ambassadors as George Clooney and famos Penelope Cruz - they are just two of the big celebrity names that endorse the Nespresso product. Thank's to them a lot of people recognize Nespresso and want to be part of this community.
Discriminator:

The brand is persuasive and sustainable. It really bring to customers mind that Nespresso coffee is the best and people deserved for the best. Every single detail reflect the idea of perfection, pleasure and simplicity and the position of the brand as a premium luxury coffee brand.
Essence:

Nespresso’s essence is “indulgent espresso on the go”.
Discriminator & Essence
Full transcript