Integrated Marketing Communication of Nespresso and Tassimo

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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

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Integrated Marketing Communication of Nespresso and Tassimo

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

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