The Art of Coffee Marketing
Marketing Essentials
September 29th, 2011
Adriana Nagy
A quick introduction

Adriana Nagy
Full Time student
Russian & Hungarian
Worked for Publicis Paris
Content
I. What I got myself into

A quick overview of the coffee industry

II. The Chanel of Coffee
Nespresso within Nest...
I. What I got myself into
A quick overview of the coffee industry
I. What I got myself into…
A quick overview of the coffee industry

2.25 billion cups /day
Necessity product
Effects on he...
I. What I got myself into…
A quick overview of the coffee industry

US, Germany, Italy, Japan and France
II. The Chanel of coffee
Nespresso within Nestle
II. The Chanel of coffee – Nespresso within Nestle

Sub brand of the world’s leading nutrition,
health and wellness compan...
II. The Chanel of coffee – Nespresso within Nestle
Branding

Logo
Color Palette
Luxury sector inspired graphic and visual
...
III. Nespresso’s well protected
playground
Competitors overview
III. Nespresso’s well protected playground
Positioning and 5 competitive advantages

I
N
I
N
N
O
V
A
T
I
O
N
TI
O
N

Best
...
III. Nespresso’s well protected playground
Target Segments & Customers

2 main target customer segments
In-Home

Business
...
III. Nespresso’s well protected playground
Competitors overview
High entry barrier till 2012 for direct competitors
Ethica...
IV. Nestle + Nespresso = “Nespresso Mix”
The 7 P’s
IV. Nestle + Nespresso = “Nespresso Mix”
The 7P’s - Product
Same product range all over the world
Machines are elegant, de...
IV. Nestle + Nespresso = “Nespresso Mix”
The 7P’s - Product

Nespresso Club

Creation and nurturing of
personalized client...
IV. Nestle + Nespresso = “Nespresso Mix”
The 7P’s - Price
In-home: 99€ - 500€ Business: 275€ – 1495€
Capsules: 0,35€ - 0,3...
IV. Nestle + Nespresso = “Nespresso Mix”
The 7P’s - Place
Nespresso Site
Phone
190 Boutiques in 50 countries
Distribution ...
IV. Nestle + Nespresso = “Nespresso Mix”
The 7P’s - Promotion
Print and TV participative Ad campaign
Nespresso Magazine

S...
IV. Nestle + Nespresso = “Nespresso Mix”
The 7P’s – Physical Evidence
Based on the core values of the brand
Top Quality

E...
IV. Nestle + Nespresso = “Nespresso Mix”
The 7P’s – Process & People
Process
Highly customer focused

People
Boutique empl...
V. Nespresso. What’s next…?
My recommendations
V. Nespresso. What’s next…?
My recommendations
Limited collections
A more intensive communication
on the different partici...
Thank you for your attention
Upcoming SlideShare
Loading in …5
×

Nespresso Marketing Analysis

37,124 views

Published on

Nespresso Marketing Analysis

  1. 1. The Art of Coffee Marketing Marketing Essentials September 29th, 2011 Adriana Nagy
  2. 2. A quick introduction Adriana Nagy Full Time student Russian & Hungarian Worked for Publicis Paris
  3. 3. Content I. What I got myself into A quick overview of the coffee industry II. The Chanel of Coffee Nespresso within Nestle III. Nespresso’s well protected playground Competitors overview IV. Nestle + Nespresso = “Nespresso Mix” The 7P’s V. Nespresso. What’s next…? My recommendations
  4. 4. I. What I got myself into A quick overview of the coffee industry
  5. 5. I. What I got myself into… A quick overview of the coffee industry 2.25 billion cups /day Necessity product Effects on health
  6. 6. I. What I got myself into… A quick overview of the coffee industry US, Germany, Italy, Japan and France
  7. 7. II. The Chanel of coffee Nespresso within Nestle
  8. 8. II. The Chanel of coffee – Nespresso within Nestle Sub brand of the world’s leading nutrition, health and wellness company, Nestle 1986, Lausanne Jean-Paul Gaillard, 1988 “Nespresso is a rough diamond handled with the left hand by people with no vision” 50 countries and 190 boutiques, more than 7 million Club Members
  9. 9. II. The Chanel of coffee – Nespresso within Nestle Branding Logo Color Palette Luxury sector inspired graphic and visual design Poly-Sensorial Marketing Concept in boutiques
  10. 10. III. Nespresso’s well protected playground Competitors overview
  11. 11. III. Nespresso’s well protected playground Positioning and 5 competitive advantages I N I N N O V A T I O N TI O N Best Service Smart Machines Optimum Convenience Variety / Choice Best-in-Cup Quality
  12. 12. III. Nespresso’s well protected playground Target Segments & Customers 2 main target customer segments In-Home Business 30 and above Offices Quality and style conscious Hotels Upper middle and upper class epicureans Satisfaction of selfesteem need Airline Companies High-end event caterers Luxury Boutiques
  13. 13. III. Nespresso’s well protected playground Competitors overview High entry barrier till 2012 for direct competitors Ethical Coffee Company (Jean–Paul Gaillard) L’Or Espresso by Maison du Café (Sara Lee) Nexpod (Swiss start-up) Caps-Cup (Hong Kong) No brand “attacking” the same market segment with similar technology and customer service Senseo (Sara Lee+Philips) Tassimo (Kraft Foods) Dolce Gusto (Nestle), Lavazza Flavia (Mars Inc.) Keurig (Green Mountain Coffee Roasters) Caggia-Illy Malongo. 25%
  14. 14. IV. Nestle + Nespresso = “Nespresso Mix” The 7 P’s
  15. 15. IV. Nestle + Nespresso = “Nespresso Mix” The 7P’s - Product Same product range all over the world Machines are elegant, design awarded, innovative, user friendly and convenient Gemini, ES + 8 Grand Crus + Accessories & Aguila Nespresso Business Club Essenza, Pixie, Citiz, Lattissima + 16 Grand Crus + Limited Editions + Accessories + Confectionary & sugar Nespresso Club
  16. 16. IV. Nestle + Nespresso = “Nespresso Mix” The 7P’s - Product Nespresso Club Creation and nurturing of personalized client relationships database marketing development of tailored sales strategies
  17. 17. IV. Nestle + Nespresso = “Nespresso Mix” The 7P’s - Price In-home: 99€ - 500€ Business: 275€ – 1495€ Capsules: 0,35€ - 0,39€ Accessories: 13€ - 110 € Confectionary & Sugar: 5€ - 19€ Growth life-cycle Value based pricing method Luxury sector profit margins Low threat of substitution
  18. 18. IV. Nestle + Nespresso = “Nespresso Mix” The 7P’s - Place Nespresso Site Phone 190 Boutiques in 50 countries Distribution of coffee machines is a bit more “democratized” Direct customer contact in order to maximize brand impact and assure high quality standards
  19. 19. IV. Nestle + Nespresso = “Nespresso Mix” The 7P’s - Promotion Print and TV participative Ad campaign Nespresso Magazine Social Media Very little promotional and direct marketing activities Sponsorship
  20. 20. IV. Nestle + Nespresso = “Nespresso Mix” The 7P’s – Physical Evidence Based on the core values of the brand Top Quality Elegance Innovation Customer Delight WOW Effect Simplicity Aestethics Excellence
  21. 21. IV. Nestle + Nespresso = “Nespresso Mix” The 7P’s – Process & People Process Highly customer focused People Boutique employees -> true ambassadors of brand’s image and reputation Thorough employee selection process and intensive training Employees and management are proud to be part of the winning team
  22. 22. V. Nespresso. What’s next…? My recommendations
  23. 23. V. Nespresso. What’s next…? My recommendations Limited collections A more intensive communication on the different participative marketing tools “Nespresso Moments” CD More sponsorship activities and presence on worldwide events Brand Ambassador Era Change
  24. 24. Thank you for your attention

×