Down -> Nespresso 38 38 Down 

 

Intro ......

 

in stores, and Wellness Company” 1. Starbucks, developments and trends 3. Market Environment ? Competitor Nespresso: Higher cost Low availability Higher quality Contents 1.A Vision The Luxury icon for perfect coffee worldwide through super premium brand image 1. Introduction: Nespresso S. Effective Promotion Strategy Contents 1. Environment 3.A Holding Company: Nestle “The World’s leading Nutrition, Tchibo,,Introduction 2. Conclusion 2. Introduction: Nespresso S. Target Market 4. Marketing Goal 5. Marketing Plan 6. Market Environment ? Competitor Competitors Lower costs Available online, Health, … Mc Cafe lounges with premium standards High quality coffee & high quality food products . , espresso market expected to expand to 40 % of whole coffee market →High Industry Growth 1.Nespresso 38 38 Nespresso 38 38 Nespresso Marketing Management  ......

 

 

Index & Contents

Nespresso 38 38

 

Nespresso 38 38

 

 

 

 

Nespresso

Marketing Management

 

Contents

Introduction

Environment

Target Market

Marketing Goal

Marketing Plan

Conclusion

 

 

1. Introduction: Nespresso S.A

Created in 1986

Launched in Korea in 2007

 

 

1. Introduction: Nespresso S.A

Holding Company: Nestle

“The World’s leading Nutrition, Health, and Wellness Company”

 

 

1. Introduction: Nespresso S.A

 

Vision

The Luxury icon for perfect coffee worldwide through super premium brand image

 

 

 

1. Introduction: Nespresso S.A

Improving Profits worldwide

 

 

*Attractive designs

*Easy to use machines

*Personalized service

 

But in Korean market

market share is still low

 

 

1. Introduction: Nespresso S.A

By 2012, espresso market expected to expand to 40 % of whole coffee market

→High

Industry

Growth

 

1. Introduction: Nespresso S.A

 

Objective

Make Nespresso into a star business with both high industry growth & Market share

 

 

 

1. Introduction: Nespresso S.A

only 5 boutiques in Korea

Cafe Nescafe:

Sell coffee

but not machines & capsules

 

1. Introduction: Nespresso S.A

To become the luxury coffee icon (Star business)

 

1. Expand Distribution Channels

2. Effective Promotion Strategy

 

 

Contents

1. Introduction

2. Environment

3. Target Market

4. Marketing Goal

5. Marketing Plan

6. Conclusion

 

 

2. Market Environment ? Socio Cultural Environment

Coffee consumption increased

- The Customers Service: 288 cups per year

 

Changing coffee culture: sophisticated

- high quality brewed coffee at home

 

2. Market Environment ? Competitor

Tchibo Cafissimo

Keurig

Lavazza Blue

Senseo

 

 

2. Market Environment ? Competitor

Competitors

Lower costs

Available online, in stores, in markets

Lower quality (lower-bar pressure)

 

 

2. Market Environment ? Competitor

Nespresso:

Higher cost

Low availability

Higher quality

 

 

Contents

1. Introduction

2. Environment

3. Target Market

4. Marketing Goal

5. Marketing Plan

6. Conclusion

 

 

 

3. Target Market

Superior quality of the Nespresso products

 

 

sophisticated

sufficient buying power

 

 

 

Target Market

 

3. Target Market

Generation Y

people being born from the mid 1970s to the late 1980s

increasing number of births

shaped by new technologies, developments and trends

 

 

3. Target Market

Mc Luxury marketing

Making luxurious products as easily accessible as buying fast-food

risk of losing the exclusive brand image!

 

 

3. Target Market

Mc Cafe vs. Starbucks, Tchibo, …

Mc Cafe lounges with premium standards

High quality coffee & high quality food products

 

3. Target Market

Cultural marketing

implementing a new insight in our customers’

 

38 OY Down 38 OY Down OY Nespresso Nespresso Nespresso 38 38 38 Down 38

 

Down -> Nespresso 38 38 Down 

 

Body Preview

 

        

 

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