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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.
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.
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.
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.
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.
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
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.
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
                       ?
Nespresso wants
    The Loyalty


   The Reference


   The Preference
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
Pointing the world




    Communication intensity must be proportional to the dispersion
     of the B to C target
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
Brainstorming funnel
COSY                               QUALITY
PLEASURE                     FUNDAMENTAL
EXCELLENCE                 CHARACTER
   SENSORIALITY           UNIQUE

           EMOTION    EXPERIENCE
             ESSENCE ESSENTIAL


              REFERENCE
Reference ?

Nespresso is a reference on variety, aroma and quality
                        service.

Nespresso has to remind its seniority, first actor, on an
             upcoming booming market.
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
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.
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
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.
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.
The Creative Concept


Old style codes deformation
The
Campaign
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
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
Media Strategy

                                           Billboard
    Cross high
                                           Print
    quality media
                                           Television

                                           + Cinema

> Keep a classical upscale communication
Billboard
Strong visual impact: to establish the next creative concept

Continue developing brand awareness and notoriety

Important geographic selection: targeting large metropolis
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
Variations
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
The commercial


        Old style advertising
        adapted to the creative
        concept:

        -  Voluntarily bad dubbing,
        post-synchronization

        -  Old commercials parody
Cinema
Complementary media:

Excellent for image building, very qualitative, exclusive, with very strong
   audience attention.

Possibility to select geographic zones: targeting large metropolis.
Local translation

     Local
variations
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
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.
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
The Website
              Switzerland
and
France





                                        The
rest
of
the
world





> Nespresso needs to modernize its
website.
> Lack of image consistency.
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
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
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
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.
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.
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.
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
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.
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
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.
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:

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.
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.
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
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%

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ppt final oral

  • 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
  • 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.
  • 28.
  • 29. 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
  • 30.
  • 32. 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
  • 33. The commercial Old style advertising adapted to the creative concept: -  Voluntarily bad dubbing, post-synchronization -  Old commercials parody
  • 34. Cinema Complementary media: Excellent for image building, very qualitative, exclusive, with very strong audience attention. Possibility to select geographic zones: targeting large metropolis.
  • 35. Local translation Local variations
  • 36. 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
  • 37. 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.
  • 38. 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
  • 39. The Website Switzerland
and
France
 The
rest
of
the
world
 > Nespresso needs to modernize its website. > Lack of image consistency.
  • 40. 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
  • 41. 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
  • 42. 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
  • 43. 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.
  • 44. 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.
  • 45. 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.
  • 46. 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
  • 47. 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.
  • 48. 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
  • 49. 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.
  • 50. 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:

  • 51. 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.
  • 52. 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.
  • 53. 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
  • 54. 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%