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An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
An analysis of the Nespresso brand
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An analysis of the Nespresso brand

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  1. Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  2. HISTORY Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 BRAND FRAME TRENDS BRAND AUDIT WHAT NEXT?
  3. HISTORY Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  4. HISTORY | Nespresso 1970 | System invention Nespresso invents capsule system in order to broaden her market Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  5. HISTORY | Nespresso 1970 | System invention Nespresso invents capsule system in order to broaden her market 1986 | First Capsules First capsules and machines are sold to the office market Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  6. HISTORY | Nespresso 1970 | System invention Nespresso invents capsule system in order to broaden her market 1986 | First Capsules First capsules and machines are sold to the office market 1989 | New Target Market Jean-Paul Gaillard joins Nespresso and shifts focus to the home sector Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  7. HISTORY | Nespresso 1970 | System invention Nespresso invents capsule system in order to broaden her market 1986 | First Capsules First capsules and machines are sold to the office market 1989 | New Target Market Jean-Paul Gaillard joins Nespresso and shifts focus to the home sector 1990| Club is Formed Jean-Paul Gaillard establishes a club which all Nespresso buyers are part of Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  8. HISTORY | Nespresso 1990 | The three way system Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  9. Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 BRAND FRAME
  10. ESSENCE Barista quality coffee at a push of the button. Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  11. VALUES Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 creativity experience Pleasure
  12. CHARACTER Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 Established, sophisticated, enjoys life.
  13. A heritage of highest quality coffees, innovative stylish machines and personalized services STORY Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  14. THEMES & METAPHORES | Le Grande Crus Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  15. THEMES & METAPHORES | Dhjana Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  16. THEMES & METAPHORES | Season Memories Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  17. THEMES & METAPHORES | Holiday Specials Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  18. THEMES & METAPHORES | Gourmet Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  19. Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 THEMES & METAPHORES | Exclusive Events
  20. Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 TARGET AUDIENCE Established Urban Financially stable, Indulgent, Quality seekers.
  21. Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 TRENDS
  22. Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 TRENDS | Beverage Urban, Financially stable, Quality seekers, fastidious Gourmet Coffee Specialty Teas Cider and Soda Drinks Location Customers are drinking gourmet coffee everyday, also at home Cdesicions New “soft drink like” flavors and textures in tea Coffee paper trends Boutique quality ciders are making a comeback Food galleries Bean packaging receive description of location of growth, similar to wine. Strictly coffee
  23. TRENDS | Purchase Urban, Financially stable, Quality seekers, fastidious Vending Machines Modular Retail Subscription World Not only for drinks anymore! everything from food to electronics… Trendhunter Pop Up Retail and dinning experiences become common Trendhunter Not just magazines! Cosmetics, vegetables and more. Trendhunter Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  24. TRENDS | Design and presentation Urban, Financially stable, Quality seekers, fastidious One Click Or No Click Design Objects Restaurant Experience Simpler and faster interaction with appliances and web. Imediaconnection.com Appliances must be functional and beautiful design objects. Boston globe Restaurant like presentation and food at home. About.com Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  25. BRAND AUDIT Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  26. DESIGN Design | Machine Design | Capsule Design | Boutique A really neat coffee system that's stylish, highly efficient and quick. And you get great coffee.” “Nespresso capsules are coded by color and presented in boxes arrayed like precious bonbons, glowing in their contrasting matte- aluminum finishes” environmental impact “The place is gorgeous, located near the Ritz end of Newbury St. and service was top notch. They have a display of machines that are so impressive you'll be blown away” Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  27. DESIGN Design | Machine A really neat coffee system that's stylish, highly efficient and quick. And you get great coffee.” Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  28. “Nespresso capsules are coded by color and presented in boxes arrayed like precious bonbons, glowing in their contrasting matte- aluminum finishes” environmental impact DESIGN Design | Capsule Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  29. “The place is gorgeous, located near the Ritz end of Newbury St. and service was top notch. They have a display of machines that are so impressive you'll be blown away” DESIGN Design | Boutique Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  30. EXPERIENCE Experience | Purchase Experience | Operation Experience | Flavor “Bought a new Nespresso at the Wrentham Outlets for a great deal but sadly they didn't include or offer pods” “Using the Nespresso U is a simple and effortless process” “Sweet-toned, lush aroma, with clear chocolate notes and hints of leather, fruit and flowers.” Rated 91 “We asked a sales man a question and he certainly had an attitude, rather snobby and unhelpful.” Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  31. EXPERIENCE Experience | Purchase “Bought a new Nespresso at the Wrentham Outlets for a great deal but sadly they didn't include or offer pods” “We asked a sales man a question and he certainly had an attitude, rather snobby and unhelpful.” Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  32. EXPERIENCE Experience | Operation “Using the Nespresso U is a simple and effortless process” Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  33. EXPERIENCE Experience | Flavor “Sweet-toned, lush aroma, with clear chocolate notes and hints of leather, fruit and flowers.” Rated 91 Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  34. TREND LEADERSHIP Gourmet coffee everyday Specialty Tea Cider Description of Location Trends | Beverage Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 Trends | Design One click or no click Design objects Restaurant like experience at home On Trend Off Trend Modular Retail Subscription Trends | Purchase Vending Machines
  35. WHAT NEXT? Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013
  36. THINGS TO CONSIDER… Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 S TO WPurchase experience might be excluding instead of exclusive
  37. THINGS TO CONSIDER… Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 S TO WPurchase experience might be excluding instead of exclusive Patent Expiring opens the market for competition
  38. THINGS TO CONSIDER… Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 S TO WPurchase experience might be excluding instead of exclusive Patent Expiring opens the market for competition Irresistible
  39. S TO W THINGS TO CONSIDER… Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 Purchase experience might be excluding instead of exclusive Patent Expiring opens the market for competition Upcoming purchase trends allow for examining more accessible distribution methods Irresistible
  40. PURCHASE EXPERIENCE Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 More Coffee| Subscriptions Period deliveries to subscribed homes including ‘surprise’ specialty flavors
  41. PURCHASE EXPERIENCE Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013 More Access| Vending Machines Placing luxurious vending machines at strategic locations for an easy and fast purchase experience for their registered club members More Coffee| Subscriptions Period deliveries to subscribed homes including ‘surprise’ specialty flavors
  42. Daniel Glazman, Hanna Spaander | Creative Leadership – Omer Kotzer | Bezalel Academy, 2013

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