Diagnostic marketing de Nespresso

Résumé du document

Nespresso is the brand name of NESTLE Nespresso SA, an operating unit of the Nestle Group. The Nespresso story began with a simple, but revolutionary idea: enable anyone to create a perfect cup of espresso coffee at home. "The Louis Vuitton of Coffee? is positioned as a luxury brand. Nestlé has made the choice of banking in a small and profitable segment. The global leader position in premium portioned coffee of Nespresso in this niche market shows that the gamble paid off. The espresso market is one of the fastest growing segments. Nespresso segment was clever: Nespresso's machines and capsules are easy to use, stylish, and easy to maintain, and design.

Extraits

[...] Over 70 percent of Nespresso's employees worldwide are in direct contact with consumers, and over half of new consumers first experience the brand through existing Nespresso Club Members. The Nespresso Club now boasts 2,2 million members (buyers become members when they buy a machine). The luxury brand insists on direct marketing strategies. The pre packaged capsules can be bought only by mail order or online. Nespresso has worked hard on its brand image and quality. It offers 4 ranges of machines designed with famous manufacturers as Krups, Miele, Siemens . [...]

[...] Nespresso has also developed a range called “Nespresso which is reserved to professionals; there are coffee machines machines) and 7 types of capsules, which are different from the others capsules for private individuals. Price: The pricing policy of Nespresso is distinguished because it's a premium product. The coffee machines are expensive from 179 to 1749 Euros. The capsules cost around 0.33 cents unit which is not too expensive when normally you need to buy coffee and filter, but Nespresso realizes its biggest profit margin on capsules. [...]

[...] The Luxury brand guarantees the choice of sustainability. The design, the packaging, the sustainable position, the quality and their celebrity campaign (G.Clooney What Else? position the brand as a leader but also as the most expensive on the market. To sum up, Nespresso positioning is a top of the range positioning; this positioning is atypical because in general coffee is a mass product because so many people are drinking it. Nespresso proposes here a high quality espresso as made by professionals but at home. [...]

[...] They are practical, modern and offer the possibility to have a good Nespresso at home. The capsules are quality coffee is called a "grand cru". There are 12 different kinds of coffee that really stand out from other cafes and broadcast twice a year for two "selection" in order to diversify supply. There are special limited editions reserved to members of the Club Nespresso, and special editions which are launched for Christmas. All the capsules are classified on an intensity scale which goes from 2 to 10 in order to quantify the strength of the coffee. [...]

[...] Nespresso offers also monitoring of attention to customers through the creation of the club where they are informed consumers of new tenders and at a shopping store can enjoy a free coffee to assess the quality or discover new flavors. Moreover members of Nespresso Club can recently vote to choose an end for the last Nespresso advertisement with George Clooney (as a result there was an increasing of 25% for members of the Club). Nespresso has chosen to create an elegant, classy and trendy publicity campaign in order to coincide with its targets and positioning. [...]