Your SlideShare is downloading. ×
Integrated Marketing Communication of Nespresso and Tassimo
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Integrated Marketing Communication of Nespresso and Tassimo

10,240
views

Published on

A comparison of the IMC strategies of Tassimo and Nespresso …

A comparison of the IMC strategies of Tassimo and Nespresso
Overiew of :
-Agency Breif
-Creative ideas
-Advertisement analysis
-Internet strategy
-KOL and Stakeholders management
-Packaging
-POP

Published in: Business

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
10,240
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
223
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Integrated Marketing Communication
    Group n°4
    Aberkane Malik
    Bertrand Fanny
    Brézillon Carole
    Maillet Marie
    Reyt Fleur
    Thomas Pauline
  • 2. AGENDA
    Advertising communication process
    Communication beyond media
    Communication at the POS
    The brief
    Creativeideas
    Internet
    Stakeholders & KOL
    • Packaging
    • 3. In-store communication
    2
    Group n°4
  • 4. AGENDA
    Advertising communication process
    Communication beyond media
    Communication at the POS
    The brief
    Creativeideas
    Internet
    Stakeholders & KOL
    • Packaging
    • 5. In-store communication
    3
    Group n°4
    3
  • 6. THE BRIEF
    4
    Advertising communication process
    Communication
    beyond Media
    Communication at the POS
    Diagnosis
    Recommendations
    Group n°4
  • 7. CREATIVE IDEAS
    5
    Advertising communication process
    Communication
    beyond Media
    Communication at the POS
    Diagnosis
    Key message : Drink Nespresso. Whatelse?
    Advertising idea: No one recognizes George Clooney. Nespresso is the star.
    Creative route: analogy & exaggeration
    • Relevant and impactful
    • 8. Very ironical
    • 9. Unique in the coffee category
    Recommendations
    Group n°4
  • 10. CREATIVE IDEAS
    6
    Advertising communication process
    Communication
    beyond Media
    Communication at the POS
    Key message: Why don’t you have a Tassimoment? It is easy to use and you can taste a whole range of different branded flavors.
    Advertising idea:Tassimo is so easy to use than even a child can make coffee. Moreover, all the family can drink and enjoy it.
    Creative route: demonstration (benefit understanding)
    • Quite relevant
    • 11. No real creativeidea
    Diagnosis
    Recommendations
    Group n°4
  • 12. 7
    TYPES OF ADVERTISING
    Georges Clooney
    Advertising communication process
    Whatisit about?
    Communication
    beyond Media
    Key Message
    Communication at the POS
    Nespressois the real star.
    Diagnosis
    AdvertisingIdea
    In a Nespresso store, women are more interested on coffee rather than Georges Clooney
    Recommendations
    Analysis
    Ad usingScheme: fun comesfrom the repetition.
    Use of irony (womenwhodon’trecognize George Clooney). No message on the product itself.Oblique advertising
    Group n°4
  • 13. 8
    TYPES OF ADVERTISING
    Carte Noire – L’alchimie
    Advertising communication process
    Whatisit about?
    Communication
    beyond Media
    Key Message
    Communication at the POS
    Alchemy between Tassimo and Carte Noire
    Diagnosis
    AdvertisingIdea
    Transfer the alchemy between Tassimo and Carte Noire into an alchemy between a woman and a man
    Recommendations
    PathosRegister No talk about coffee, only about desire
    Ad based on sense and sensuality symbols with an imagined story. Sense is to be built. No message on the product itself.Oblique advertising
    Analysis
    Group n°4
  • 14. AGENDA
    Advertising communication process
    Communication beyond media
    Communication at the POS
    The brief
    Creativeideas
    Internet
    Stakeholders & KOL
    • Packaging
    • 15. In-store communication
    9
    Group n°4
  • 16. 10
    INTERNET : Owned Media
    Advertising communication process
    • A basic website for Tassimo, several micro flash websites for Nespresso, providing original and relevant content.
    Communication beyond Media
    Communication at the POS
    • SimilariPhoneapps (geolocalization, news, purchase).
    Diagnosis
    • Youtubechannels and Facebookfanpages for both brands, PicasaGallery for Tassimo.
    Recommendations
    Group n°4
  • 17. 11
    INTERNET : SEM and SEO
    Advertising communication process
    • Perfect control of referencing and sponsoredlink (not exclusive for Tassimo).
    Communication beyond Media
    • Creativebanners, displays, skycrapers and e-mailings.
    Communication at the POS
    Diagnosis
    • Tracking of the internet users (personalizedadvertisement).
    Recommendations
    Group n°4
  • 18. 12
    INTERNET : Community management
    Advertising communication process
    • Verylow CM by Tassimo. Ex: no intervention on forums aftercriticisms.
    Communication beyond Media
    • Great use of Twitter by Nespresso : Discussions, help, customer service. Same on Facebook.
    Communication at the POS
    Diagnosis
    • Consumer ratings (Amazon, Youtubereviews) are impossible to control and are a form of earned media.
    Recommendations
    Group n°4
  • 19. 13
    INTERNET : Viral marketing
    Advertising communication process
    • A failure for Tassimo: The Tassimo Show has only 44 000 views.
    Communication beyond Media
    • 1 300 000 views for the Nespressocampaignwith John Malkovich as God.
    44 000 Views
    Communication at the POS
    • Surprising animation whenarriving on the Youtube Channel, possibility to choose the end, cut-up the movie, create a new one and sendit to friends.
    Diagnosis
    Recommendations
    1 300 000Views
    • Nespresso sent contestswithhashtags on Twitter to bequoted a lot.
    Group n°4
  • 20. 14
    STAKEHOLDERS
    Advertising communication process
    George Clooney
    Communication beyond Media
    • Ambassador of the brand
    • 21. Positive impact on the brand image
    • 22. Its style fits perfectly with the brand’s values
    Communication at the POS
    Diagnosis
    Recommendations
    No stakeholder
    Group n°4
  • 23. KEY OPINION LEADERS
    Advertising communication process
    Partnership with Bocuse d’Or
    • Partnership with the prestigious international cuisine competition
    • 24. This year, Christian Le Squer (3 stars Michelin and 4 toques Gault & Millau)
    cooked recipes using Nespresso’s Espresso Leggero
    Nespresso & the Rainforest Alliance
    • “Ecolaboration” program: aims at protecting the environment
    (coffee production in a sustainable way)
    • Videos of Rainforest Alliance experts explaining how
    Nespresso’s triple A program helps protecting the
    environment and the biodiversity
     
    Communication beyond Media
    Communication at the POS
    Diagnosis
    Recommendations
    No KOL
    15
    Group n°4
  • 25. AGENDA
    Advertising communication process
    Communication beyond media
    Communication at the POS
    The brief
    Creativeideas
    Internet
    Stakeholders & KOL
    • Packaging
    • 26. In-store communication
    16
    Group n°4
  • 27. PACKAGING - Nespresso
    Advertising communication process
    Colourbranding
    Logotype
    Communication beyond Media
    Communication at the POS
    Range visual
    Diagnosis
    Icon
    Recommendations
    Structure
    17
    Group n°4
  • 28. PACKAGING - Tassimo
    Advertising communication process
    Colourbranding
    Logotype
    A soft grey/silver and glossy packaging
    Communication beyond Media
    Communication at the POS
    Icon
    Diagnosis
    Range visual
    Recommendations
    Structure
    On the right, a cup and on the left, the cap which indicates the taste.
    18
    Group n°4
  • 29. IN-STORE COMMUNICATION
    Advertising communication process
    Communication beyond Media
    Communication at the POS
    Diagnosis
    Recommendations
    19
    Group n°4
  • 38. 20
    Diagnosis and recommandations
    Group n°4
  • 39. DIAGNOSIS
    Advertising communication process
    Communication beyond Media
    Communication at the POS
    Diagnosis
    Recommendations
    21
    Group n°4
  • 40. RECOMMENDATIONS
    Advertising communication process
    Communication beyond Media
    Very good example of a perfect IMC!
    • Try to think about the post-George Clooney era.
    • 41. Respond to capsules sold in hypermarkets, reinforce the customer feeling of belonging to a selective club. Reinforce CRM by creating silver, gold and black cards for customers and invite them to special events
    Communication at the POS
    Diagnosis
    Recommendations
    22
    Group n°4
  • 42. RECOMMENDATIONS
    Advertising communication process
    Communication beyond Media
    Simplicity of use
    • Define clearly its universe
    Familly
    Communication at the POS
    Well known
    brands
    Diagnosis
    Sharing
    For everyone taste
    Recommendations
    23
    Group n°4
  • 43. RECOMMENDATIONS
    Advertising communication process
    Communication beyond Media
    • Good start for an IMC Campaign
    • 44. Create very distinctive characters
    • 45. Use these characters at every level of communication : media, POP
    Communication at the POS
    Diagnosis
    • Create specific animated program for children
    • 46. Create a dedicated websites
    Recommendations
    • Find KOL and Stakeholders with a strong family image
    24
    Group n°4
  • 47. 25
    THANK YOU FOR YOUR
    ATTENTION
    Group n°4