Presentation of Nespresso

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Presentation of Nespresso

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Abstract

Coffee is a product which has become indispensable today. Coffee represents 4% of the world trade foodstuffs that are exchanged. More than a simple product, drinking coffee, and during anytime of the day, has become a rite, a custom, a tradition. Nespresso is a brand of Nestle, a Swiss firm. Nestle is the world leader on the market of food industry. Created in 1986, Nespresso restores an image of luxury, with up-market products, which beyond its usage value gets a precious moment of pleasure and relaxation. Nespresso is a certified concept which produces and markets coffee, and propose numerous accessories and services.

Marketing environmental analysis
1. Description of the brand and products
2. Key numbers on the coffee market
3. Production statistics
4. SWOT for Nespresso
5. Nespresso
6. Price analysis
Consumer analysis
1. Consumption data
Competitor analysis
1. Shares in % on the world market
Distribution analysis
1. From producers to consumers
2. Where the products are sold
Segmentation, Positioning, Targeting
1. The prism by Kapferer
2. Segmentation analysis
3. Targeting
4. Positioning criterion
Opportunity product identification

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Extract

[...] Nespresso is a brand of Nestle which is a Swiss firm. In the food industry, Nestle is the global leader. Nespresso, originated in 1986. Since then, it has continued to restore its image as a luxury product with up-market products. A stunning quality of Nespresso is that it creates a precious moment of pleasure and relaxation. Nespresso is a certified concept which produces and markets some coffee capsules and proposes numerous accessories and services. The Nestle Nespresso SA firm is one of the fastest growing operating units of the Nestle Group. [...]

[...] This in turn helps strengthen the brand image of Nespresso to a greater extent. The customers then develop the feeling of belongingness and attachment to a privileged group. Shop windows showcasing Nespresso products are sober and display a luxury image. With this strategy of distribution, the salesmen are skilled and possess specialized qualities in order to better meet the requirements of the clientele. It is an indisputable fact that the main mission of Nespresso is to develop clienteles fidelity. This policy of distribution is in perfect equivalence to the positioning of the brand Segmentation, Positioning and Targeting a. [...]

[...] The identity of Nespresso lies in its taste, the smell of the coffee and also the appearance of the capsules. Nespresso is a superior quality coffee as compared to its competitors. Thus, it is classified as a luxury consumer good (valuables). Its black color is synonyms to luxury, distinction and rigor. The other color which is white depicts attributes such as perfection, truth, purity and wisdom. Nespresso is also recognized for its numerous associated services such as the well known ‘Club Nespresso' which constitutes the sale of products and accessories by qualified professionals as well as granting personalized advices, providing technical aid, the service after sale and the final service of delivery within 48 hours. [...]

[...] In this situation, the satisfying concept needs to be achieved in such a manner that this population looks for secondary needs which would be translated into the use of Nespresso product. This product i.e. Nespresso will supposedly satisfy and grant them their basic necessities of pleasure and affirmation. This touched social class comprises of high-income customers who mope for luxury. The customers prefer Nespresso as they are aware that they will be consuming high quality coffee which in turn qualifies to fall into the category of a luxury item. [...]

[...] The target audience is the middle-aged folks (people in the age group of 35 to 50 years) Practice of Fair trade Main characteristics of 'Nespresso' The specialty of the Nespresso brand: It provides high quality coffee in capsules (espresso). The brand and its target audience: Income strata: Catering to the rich population (high income) groups. This judgment has been arrived as per the SPC review Age group: Between 35-50 years Other social factors: Those individuals or families possessing a stable professional situation. [...]

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