Analysis of Nespresso's targets - publié le 02/11/2006

Résumé du document

The usefulness of marketing is well renowned and appreciated world wide. However, a large number of small companies do not wish to have a strong marketing policy owing to its excessive cost. Its mode of functioning also seems to be difficult to master. Hence some feel that the ?real marketing approach' has not been adopted by the SME and is inclined to a more commercial approach. This is executed rarely by communication, nearly never by tools that evaluate the customers needs and requirements (except for companies accredited ISO, which have the authority to carry out a survey to determine their client satisfaction). But there is no doubt that most of the small companies have the capability to establish a communication network, CRM, or one to one policy. People have the capability to achieve the former but are apprehensive because of the lack of confidence. They need to learn to face loss if they want to climb the ladder of success. The SME, however, has not to go too far in self-confidence and budget.

Extraits

[...] The ton of the guide will explain him the way he will present himself and the company. We will explain more in detail the physical tools he will let to the client. The business card: 200 for 500 cards, creation by agency + printing) At this step, your potential client is in a consumption situation. He does not know your company: so he has to be informed, reassured and seduced. Moreover, he has many business cards like yours. Your business card has to be useful and original. [...]

[...] You enter a real relationship, and he becomes more loyal. Don't forget loyalty is very important. Take care to do it frequently, but not too frequently! The risk is that the clients refuse to answer questions because he is bored. For instance, the pharmaceutical sector is used to launch satisfaction surveys regularly. And most of pharmacies are now refusing to answer if questionnaire is not paid. We are now sure that some surveys are useful for any size of company. [...]

[...] Don't forget you do not have to judge in advance what is important or not, be exhaustive. Then you have to measure if the points you are strong or weak with are important. Inside each division, you have to identify items describing it. Then, you will be able to fix a mark for each item, and a mean for each division. To measure if the SME is strong or not in an item, you have to compare its performance with the mean of the division. [...]

[...] If you have met enough prospects during the trade shows, you can allocate your human resources to other tasks than prospecting during the weeks following First meeting A first meeting with a prospect is essential. Your interlocutor will have a first impression in the first 3 seconds, one stronger in the next 3O seconds, and nearly the final think after only 3 minutes. These figures seem to be quite extreme but are the reality on a personal meeting. The interlocutor will wait the end of meeting to make his impression on the company. [...]

[...] The main difference with the construct of the web site between an SME and a big company: the example of Pierre Fabre Laboratories: Pierre Fabre Laboratories have a large number of web sites (one for each brand, one dedicated to trainees The sites have many different functions, from the window, to the interactivity with consumers. For an SME, the site has to give the potential client all the information he can look for Build a long term relationship Make the customer loyal is very important. It cost ten times less making him loyal than prospecting. Your customer has to feel important to you; even if he has to understand your world will continue to rule without him! It is a power of negotiation question. [...]