This document outlines a marketing plan for Nespresso coffee machines in Hong Kong. It includes: 1) An overview of the Hong Kong coffee machine market, Nespresso's competitors, and customer segmentation. 2) Nespresso's business objectives of increasing sales and social media influence while achieving a 75% capsule recycling rate. 3) Details on differentiating the Nespresso brand through premium products, pricing, and customer service. 4) A content development and deployment plan including a film trilogy and art exhibition to promote the brand.

2. Content
● Introduction
● Market Overview
● Business Model
● Business Objectives
● Brand Differentiation
● Customer Segmentation
● Content Development
● Project Scheme
● Deployment Plan

3. Introduction

4. Market Overview
Coffee
Machines
in
Hong
Kong
✓ Sales
income:
USD9.3
million
18%
✓ Sale
volume:
37,000
coffee
machines
▪ Filtered
coffee
machine
33%
▪ Fully
automaDc
espresso
machines
8.1%
▪ Capsule
coffee
machines
38.1%
In
the
first
ten
months
of
2013:

5. Filtered
coffee
machine
40%
33%
90%
7,500
14,100
24
30
models
USD105
~
USD797
Available
price
range
Capsule
coffee
machines
Market Overview
Repertoire
from
key
brands
Source: COFFEE CULTURE IN HONG KONG CONTINUES TO STIMULATE SALES OF COFFEE MACHINES

6. Porter’s Analysis
Threat of New Entrants
Threat of Substitutes
Bargaining Power of
Suppliers
Bargaining Power of
Buyers
Rivalry

7. Business Model

8. Business Objective
Building a socially responsible brand:
Reaching 75% recycling rate of capsules in Hong Kong
Profitability
Revenue objectives: increasing annual sales of pods and capsules by
50 percent with emphasis on U and Lattissima model
Increasing Social Media Influence:
Achieving 100k+ Like on “Nespresso Hong Kong” Facebook page
Achieving 50k+ followers on “NespressoHK” Instagram account

9. Sophistication, Perfection, Pleasure, Aestheticism, Simplicity
● Premium product -- “Grand Cru” in jewellery box
● Premium pricing -- High-end, Luxury
● Exclusive membership and extensive customer service -- Boutiques, Coffee specialists
● Social responsibility -- Capsule recycling program
Brand Differentiation

10. Customer Segmentation
● Offices
● Hotels/Restaurants
● First Class in Airlines/Trains
● Hospitals
● High-end Events/Banquets
● Private Clubs
● Luxury Boutiques
In-home Business
● 30 and Above
● Middle and Upper Class Epicureans
● Quality and Style Conscious
● Satisfaction of Self-esteem Need
● Busy Schedule

11. Persona
Louie
Age: 36
Status: Married
Job: Business consultant
About Louie
Louie is a full-time business consultant with a very tight
schedule every day. He makes good money from his job
and pursues high life quality. He is a heavy coffee drinker
as he often works overtime.
Louie’s Goals
“I’m a busy man and don’t like to wait for my coffee.”
“Premium quality coffee suits me better in a Central work
environment”

12. Persona
Michelle
Age: 30
Status: Single
Job: Art gallery owner
About Michelle
Michelle was an art major and she went to college in Italy. She
runs her own gallery in HK now. She is an elegant woman of
sophisticated taste.
Michelle’s Goals
“To me, coffee is not just a drink, but a lifestyle”;
“I’ like machines of good design because it lights up my room”;
“Serving guests a cup of premium coffee tells them about my own
taste as an artist”.

13. Customer JourneyCustomer Journey

15. Who’s Next
Microfilm Trilogy
--

16. ESPRESSO -- Who’s Next

17. ESPRESSO -- Who’s Next
August/September/October Week 1 (Trailer) Week 2 (Release)
Trailer Video
Full Video
Stage Photos
Trailer Video
Stage Photos
Event News
Links to Official Website
Stage Photos
UGC (Buzz #Nespresso)
Influencer’s tweets
Trailer Video
Stage 1

18. ESPRESSO -- Who’s Next
November Week 1~2 (Answer Collection)
Event News
UGC(Answer)
Stage Photos + Hints
Stage Photos + Hints
Event News
Links to Official Website
Stage Photos
UGC (Buzz #Nespresso)
Influencer’s tweets
Online
Stage 2

19. ESPRESSO -- Who’s Next
November Week 1~2 (Answer Collection) Offline
Stage 2
Newspaper Entertainment, Culture and arts Section: SMCP, Ming Pao
Press coverage and encourage the audience to match each
microfilm with one director.

20. ESPRESSO -- Who’s Next
November (Behind-the-Scene Documentary) Online
Answer Announcement
Answer Links to
Official Website
Answer Buzz #Nespresso
Influencer’s tweets
Stage 3

21. ESPRESSO -- Who’s Next
November (Behind-the-Scene Documentary) Offline
Stage 3
● Outdoor advertising at Elements & Posters in Boutique
● Media coverage about the documentary premieres and film-making procedure
○ TV entertainment, culture and lifestyle program news report on TVB pearl- Dolce Vita
○ Newspaper: South China Morning Post
NESPRESSO - WHO’S NEXT DOCUMENTARY
● Date: Early November 2014
● Venue: The Grand Cinema, Elements
● Guests: Moses Chan & Sandy Lam
● Audience: Participants invited & Nespresso Club Members

22. 「咖啡-環保生活」 
藝術展 
Art Exhibition

23. ESPRESSO -- Coffee Recipe

25. CHEN Yanjuan 1155037735
HUANG Qingyi 1155037897
LIANG Weishan 1155036055
LIU Zichen 1155036871
ZHANG Shurong 1155037487