Nespresso

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Final Presentation of my Team Project for Nespresso

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  • Hi, I just wanted to know if you had references for slide N°16 and 17? And was it a plan you've made or it was Nespresso's strategy? Thank you very much.
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  • Nespresso

    1. 1. Overview Positioned brand as luxurious, elegant, and exclusive,by: Premium price point <<Le Club>> B2C (club-member only) Quality through best practices In-store experience George Clooney Well established in Europe
    2. 2. Marketing - Goals To maintain high-end positioning Create awareness among their target Keep consistent image and brand message Promote club membership and loyalty, customerretention Increase word of mouth recommendations Communicate Nespresso experience
    3. 3. Target
    4. 4. Key Issues for Nespresso As the luxury market grows, it becomes subjectto scrutiny Luxurification of society - The need to emulaterich social class Stay loyal to members yet appeal to masstigemarket Combat imitators with star power and strongclient relationships
    5. 5. Campaign Objectives To encourage word-of-mouth in current consumer’s socialcircles To increase sales of machines and capsules in Nespressoretailers To increase foot traffic into Nespresso boutiques To increase mentions in relevant media To introduce and promote the referral program To increase unique visitors to Nespresso.com
    6. 6. The Message Will you share the secret? Share the unique experience of Nespresso with theentourage. As an insider, customer are provided with incentivesto open the Nespresso club to their loved ones.
    7. 7. Sssssshhh. The Secret Campaign Celebrity endorsement: Penelope Cruz
    8. 8. Marketing Communication Tools Direct Mailer (Golden Envelope) Referral Program Point System Special Collection Email Blast Nespresso Magazine
    9. 9. Marketing Communication Tools Print/Digital Magazine Examples: The Economist Harper’s Bazaar Conde Nast Traveler
    10. 10. Marketing Communication Tools OOH MallScape Copley Square, Prudential, Outside Saks Fifth Avenue in NYC
    11. 11. Marketing Communication Tools Promotional Sampling
    12. 12. Marketing Communication Tools PR Press Kit
    13. 13. Marketing Communication Tools PR Spokesperson Management
    14. 14. Marketing Communication Tools Schedule July August September October November December January February March April May JuneDirect Marketing Email Blast Mailer Nespresso MagazineDigital/Print Magazine Harpers Bazaar The Economist Conde Nast TravelerOOH MallScapePromotional SamplingPublic Relations Press Kits Spokesperson
    15. 15. BudgetTotal: $ 58 million (0.2% of annual revenue)Penelope: $20 million (5 years contract)Sampling: $ 10 millionDirect Postcard: $ 1 millionPR: $ 4 millionMallscape: $ 8 millionMagazines : $ 10 millionContingency budget: $5 million
    16. 16. Budget Print Celebrity Endorsement 17% 34%OOH14% Contingency 9% PR Direct Mail 7% 2% Promotional 17%
    17. 17. Metrics Increase 45% of revenue ($3 billion) aftercommunication plan Budget $58 million
    18. 18. MetricsNumber memberships through referrals from direct mailNumber subscriptions from magazines, pass-along ratesMeasure sales against last year’s sales“ “ in local boutiques with or without Mallscape advertisementsOnline database of clientsSampling - the number of machines sold in respective storesPR - how many reports about NespressoHow many media mentions with Penelope
    19. 19. Conclusion
    20. 20. Thank You

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