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  • 1. by
  • 2. Platform Vision: Drinking coffee is a great experience, it has to be a moment of pleasure. Mission: Be the highest quality coffee provider and give the best service for the customer. Ambition: Be associated to the best coffee, the senior and leading actor on the market, with an environmentally-friendly image. Values: Quality, Innovation, Luxury, Choice, Great Taste. Personality: Refined, glamorous, sophisticated.
  • 3. Trends Responsible behaviour »  Fair-trade / Waste sorting / Recycling / Ecology. Full Service addicted »  On line ordering and purchasing / Reaching the consumer in every moment of his daily life. Less quantity, more quality »  Aware consumption / Revival of authentic / Research before purchasing. > Nespresso can benefit from these trends.
  • 4. Market findings Dynamic and innovative market : 8% growth in 2008 B to B : 25% of the global turnover House equipment remains weak: 23% in 2007 High positioning of Nespresso on the market Price policy might weaken the brand’s turnover at the opening of the capsule market. > Nespresso needs to insist on the seniority and the quality of its product to remain the best in the consumers’ mind.
  • 5. Communication conclusions Very effective communication : The Ultimate Coffee Experience campaign. Global & 360° gained international notoriety and image construction for the brand. Very good association in consumers’ minds with the brand baseline “What else” and George Clooney. The consumer is overflowed by the various actions you can find on the website. > Nespresso has to find a relevant and lasting communication axis.
  • 6. Image Sensed image: Expensive / High quality coffee / Elegant brand / Great service and large variety offer / Elitist / Proud. Real image: Expensive and good quality / Unique and easily recognizable machines and capsules / Efforts concerning sustainable development. Wished image: Senior and leading actor on the capsule market / Greatest quality portioned coffee / Best service provider worldwide / Unique product / Environmentally-friendly and acting coffee brand. > The new communication has to fit to Nespresso wished image.
  • 7. Identified problems 1.  Capsule patent ending in 2012: booming competition 2.  End of the « George Clooney » era 3.  Polluting product : ecological issues 4.  How to surf on new medias 5.  Difficulties to access for people at large
  • 8. Diagnosis Nespresso needs to communicate efficiently and durably in order to prepare the opening of the capsule market. It has to reaffirm its legitimacy as a reference brand and capitalize on it.
  • 9. Main question How to renew Nespresso’s communication in a lasting and global way, in order to anticipate the opening of the market and the ecological threat ?
  • 10. Nespresso wants The Loyalty The Reference The Preference
  • 11. Targets : B to C Actual
Target
 Our
addi/onal
Advices
 1 - Core target: 28-49 years old The Internationalists Single & Families 25-40 years old Single & Families Moving, travelling, hurried. High disposal income With a special focus on Asiatic Urban

 Internationalist. Opinion
leaders
 2 – Broaden to people that are curious about Sustainable Dev. Media online/offline 3 - Millenials: participative on Internet, involved. Opinion leaders on Green issues / Food issues
  • 12. Pointing the world   Communication intensity must be proportional to the dispersion of the B to C target
  • 13. Targets : B to B Coffee
providers
 Coffee
users
 Partners
 Premium
services
 All
the
companies/ Events
 services
that
use
 Sports
/
Design
/
 Culinary
Market


 Nespresso
on
an
Internal
 Culinary
/
Culture
 Hostels


 basis


 Transporta/ons
 Others
 Internal
 Employees / Sales Forces / Shareholders
  • 14. Brainstorming funnel COSY QUALITY PLEASURE FUNDAMENTAL EXCELLENCE CHARACTER SENSORIALITY UNIQUE EMOTION EXPERIENCE ESSENCE ESSENTIAL REFERENCE
  • 15. Reference ? Nespresso is a reference on variety, aroma and quality service. Nespresso has to remind its seniority, first actor, on an upcoming booming market.
  • 16. Reference benchmark Some brands, who benefit from a strong notoriety and credibility established in time, used their “reference” status as the major asset of their communication: Authenticity Longevity Know how Star Product
  • 17. The Main Idea Acquired : former communication > Nespresso is the main star, rather than the actual celebrity. Today : gained legitimacy as a “star”, no need to be compared anymore: Nespresso is the Star. > The product has to be the leading actor of the communication: highlight its status. > Now it is well known, the product has to stand on its own two feet.
  • 18. Main idea overtones Reference : the Nespresso Seniority Innovation : the Nespresso Revolution Experience : the Nespresso Moment Essential / irreplaceable : the Nespresso Uniqueness Authentic : the Nespresso Quality & Ethic > It is important to emphasize on these core values to anticipate the identified threats
  • 19. Addressing the green issue ? Ecology is -  NOT the core value of Nespresso -  NOT the consumer’s motivation -  NOT the main threat The Nespresso consumer’s sense of ecology is based on pride. Promoting more its actions, but not by establishing a green communication. > The Reference positioning is more relevant for Nespresso’s ambition than the ecological trend.
  • 20. Continuity Keeping the baseline “What Else ?” Embodies the meaning of “reference” and translates the Preserves the link to stay “star” positioning. recognizeable and keeps the emitional bond.
  • 21. The Creative Concept Old style codes deformation
  • 22. The Campaign
  • 23. Why ? Black & White picture : -  Seniority of Nespresso -  Like an old movie, starring Nespresso Nespresso in color : -  Enhances the product, its modernity -  Nespresso is timeless -  Nespresso is the reference Graphic Quality : -  Preserve high scale image
  • 24. Answer to vintage trend: -  Back to classics -  Return of authenticity Old style advertising reminds: -  Historical innovation -  Creative revolution Long body copy: -  Rings back the advantages The recycling logo: -  Modern -  Ecological concern
  • 25. Media Strategy Billboard Cross high Print quality media Television + Cinema > Keep a classical upscale communication
  • 26. Billboard Strong visual impact: to establish the next creative concept Continue developing brand awareness and notoriety Important geographic selection: targeting large metropolis
  • 27. Print Large press diffusion in order to reach both mass and specific targets: General Public / broadsheet magazines and newspapers Le Monde, The Times, Vogue, etc. Upscale News press Le Point, Newsweek, China daily, The Economist, etc. Specialized press: culinary, decoration, ecology
  • 28. Variations
  • 29. Television Continue developing brand awareness and image Two standards, two waves: 1) General public: CBS, NBC, ESPN, TF1, RTL, Channel4, TVB, etc. > Mass appeal target 2) Pan-American, Pan-European, Pan-Asian: BBC World, CNN, Euronews, Aljazeera English, France 24, etc. > Internationalists target
  • 30. The commercial Old style advertising adapted to the creative concept: -  Voluntarily bad dubbing, post-synchronization -  Old commercials parody
  • 31. Cinema Complementary media: Excellent for image building, very qualitative, exclusive, with very strong audience attention. Possibility to select geographic zones: targeting large metropolis.
  • 32. Local translation Local variations
  • 33. Below the line Strategy Digital Version Push Media Subscription to the Nespresso Web Channel to receive all the distorted advertisings made by the brand. Links Sharing with a button to Social Networks. >  Stimulate the consumer worldwide >  Make Internet users a relay of Nespresso’s Campaign and Image
  • 34. Digital version The Morphing application Inspired by trendy websites : yearbookyourself.com, jibjab.com Put your face in the Nespresso ads, including video commercials and send it. > Sendable on E-card, Facebook, Youtube, iPhone : with Nespresso logo. >  Targets the Internet active users worldwide to relay the campaign.
  • 35. Network Involvement Free for the Club members iPhone Application: Nespress It Complete service : -  Ordering capsules -  Finding the closest Nespresso boutique -  Geolocation service telling where to recycle the capsules -  Advices on “Which capsule should I drink today” -  Link to the Nespresso website. > Align the service with the modernization of our target habits
  • 36. The Website Switzerland
and
France
 The
rest
of
the
world
 > Nespresso needs to modernize its website. > Lack of image consistency.
  • 37. The Website As the first place to get information about the brand, the website has to reflect the brand value of high quality services. The new version of www.nespresso.com would be: - One unique platform - Adapted to the Star Campaign - Gathering all the different Nespresso platforms under one unique website - Fluent and impactful
  • 38. Network Involvement Viral Video Contest Latte is an Art Create your own latte piece with Nespresso coffee. Upload it. Contest launched through a Nespresso video platform linked to You Tube. The winner will be the one most viewed. Prizes: 1 Nespresso Citiz and Milk + 1 year of free capsules for the First; the 4 followers will receive a Citiz and Milk. > Get involvement from people on a project that will link them to the brand
  • 39. A Global Event Ricardo Bellino International Exhibition: -  The exhibition is passing through the biggest capitals in the world. -  It’s a participative action at international scale, using the recycled capsule for a valuable good: Art. -  Founds donate to the Rainforest Alliance. > Glorification of the star product
  • 40. The Club 6 millions of members Maintain relationships between the brand and its consumers. The Club reinforces the customer loyalty and it is a great mean to gather new consumer. City Gathering A Club Rendez-Vous // Twice a year Tasting new products // Cooking Class // Inform about the recycling program. Announcement will be done through a Newsletter. Direct link to the Facebook Event Page > It highlights brand potential and enables Nespresso to enhance the consumption of coffee.
  • 41. The Club The Golden Capsule Worldwide Contest in 2012 Find the 5 Golden Capsules, one for each continent. The prizes: one week Voyage To promote this event, we need to create a dedicated media campaign, PR actions, design a special newsletter, inform the sales force… The Eco-Club Offering free coffee cups for Christmas with green logos instead of brown. It helps conjuring up ecology and demonstrates implication in ecological issues to the members network. > Considers the customer as part of a big family which helps developing the feeling of pride.
  • 42. The Club Linking the AAA program Giving 5% of a machine total price to the Club to the AAA program. Giving information about many families in the world they helped thanks to Nespresso. Relay the information thanks to personalized brochures. > Capitalizing on the AAA program to recenter the consumer and insure Nespresso’s brand good promotion.
  • 43. B to C answer to green concern Using new media to inform and reassure the “green worried” consumer about the fact that Nespresso is concerned by ecological issues such as sustainable development. -  A “Cause” on Facebook -  The update of the AAA sustainable development programme on Twitter -  The pictures of the exhibition on Flick’R -  Participative blogs and forums hosted on the Nespresso Website
  • 44. Green B to B Capsule Trash •  Close to the Nespresso machine in professional environment. •  Every month a Nespresso employee comes and collects. •  As soon as your firm is composed of 20 employees or more, you will obtain the service for free. •  Companies will receive special discount for ordering coffee. > Positive initiative giving a good image of brands to the intern and of Nespresso. > Maintain the cycle of consumption.
  • 45. Press Relations Press kit to announce Marketing Communication Media the new campaign.
 Mass consumption media Press Release focused on Ecological News and Day to Day news News about the strong points of the campaign. Environment Media Life Style and Decoration Media > Support the campaign through a complete media visibility
  • 46. Sponsoring TV Billboards: Vintage TV Shows like Mad Men: in complete adequacy with the “Reference Campaign” + international diffusion (North America, Europe, Asia) Upscale Entertaining Programs: Le Grand Journal, Larry King Live, in order to associate Nespresso to TV references. > Link the campaign with a reference programs. > Insist on the creative identity.
  • 47. Partnerships Sports Art
 Design
 Food
 Nespresso is and Nespresso
already
 The
Nespresso
 To
promote
 has to remain the supports
major
 Design
Contest
is
a
 gastronomy,
 coffee provider of Cinema‐related
 great
opportunity
 Nespresso
is
partners
 incontrovertible events,
but
we
can
 for
talented
 of
high
scale
events.
 sport events: broaden
the
brand
 students
in
Europe.
 perspec/ves,
 Nespresso
can
also
 focusing
also
on
 benefits
from
local
 Contemporary
Art.

 Design
Fair.
 To
meet
our
 Interna@onalist
 target
we
plan
to
 expand
partnership
 to:

  • 48. Adapting Asia to Coffee Culture Asiatic populations traditionally drink tea. Through globalization the consumption of coffee is spreading (e.g: Starbucks)  A niche market exists Nespresso Bar Openings Comfortable and welcoming bars, located dynamic and central places of the city.
  • 49. B to B > B to C By global Workplace -  Influential firms B to B parternships, Transportations -  Airports lounge, Airlines Nespresso -  High Quality Rail companies will be present High class Hotels / Restaurants Cultural Life at every moment -  Opera, theatre, cinema Consumption points of the day -  High Class automobile brands of its B to C target. Media consumption > Media strategy.
  • 50. 2010 Planning Jan Fev Mar Avr. Mai Juin Juil Aoû Sep Oct Nov Déc MEDIA Billboards Print TV Cinema BELOW THE LINE PR Launch Public Relations Iphone app. Latte Art Contest Ricardo Bellino Nespresso bar openings Design Contest Sponsoring Billboards Art Partnerships Sports Partnerships Food Parterships
  • 51. Global Budget: 9M€ for 3 years 30% Below The Line 70% Media Media Below the line Media Below the line New Media - 8% Art and Design Contests - 10% Cinema - 15% PR - 20% Print - 30% TV - 55% Sponsoring - 15% Partnerships - 22% Bar Openings - 25%