Since 2003, the market for hot drinks has recorded a significant drop in sales volumes, due to a transfer of purchases to other products such as fruit juices and other product formulas.
This has forced the industry to put forward further innovation to attract new consumers. These developments of innovative products (pods, fair trade products) were used to reach a broader target and bring about an increase in the value segment of roasted coffee.
The subsidiary of Nestle Nespresso, the creator of the upscale coffee-capsule wished to obtain an exclusive position on a new basis, following the success of its marketing offers. This new parameter was fair trade. While this segment seems to be important, it remains little known by consumers.
To date, only Max Havelaar has successfully established itself as a private label, which has been labeled "fair trade" through adherence to a strict specification. However, more and more brands are trying to create their own internal label which has the direct consequence of confusing the consumer.
To capture consumers concerned with fair trade, should Nespresso develop the AAA (Sustainable Quality Program) or associate with a better known label?
Tags: Nestle Nespresso, upscale coffee-capsule, AAA (Sustainable Quality Program)
[...] - Should Nespresso enter a partnership with the Max Havelaar association to benefit from the reputation of their label? - Should Nespresso should expand the "Sustainable Quality” Program to its entire range? 4. Studies recommended a - Documentary Studies The goal is to find anything that has been published or written about Nespresso's fair trade, and the labels associated with them, to build an "information base" on the Fair Trade market which may be directly consulted before any other study. [...]
[...] - Is the Nespresso AAA program understandable and credible to consumers? - Does the confusion in the minds of consumers increase given the proliferation of labels? - Does the public know the Fair Trade labels? - What image did the Max Havelaar label have? - Does the launch of an internal reference "Sustainable Quality Program”, fill the client expectations of Nespresso? - Should Nespresso enter a partnership with the Max Havelaar association to benefit from the reputation of their label? - Should Nespresso expand the "Sustainable Quality” [...]
[...] A study on the number of consumers of fair trade A satisfaction survey of the brand Max Havelaar A study on understanding of the Fair Trade Program Nespresso Where to search: External sources: Internet forums (At feminin.com, linternaute.com, femmeactuelle.fr, Ushuaia- earth e-marketing.fr, bio-equitable.net); These forums are a free way to discover the views of clients and non-brand customers. They generally speak freely about the qualities and faults of a brand or product; Magazines (60 million consumers, L'Express, La Tribune, Les Echos) National daily newspapers (Le Figaro, Le Monde); Internal sources : Nespresso website Media kit b - Qualitative and quantitative studies Qualitative studies: Meetings of groups of 10 individuals led by a psychologist: This will help observe the response to questions, and to understand that there may be interactions between respondents on certain topics. [...]
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