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Presentation of Nespresso

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documents in English
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Type
case study
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13 pages
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  1. 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
  2. Consumer analysis
    1. Consumption data
  3. Competitor analysis
    1. Shares in % on the world market
  4. Distribution analysis
    1. From producers to consumers
    2. Where the products are sold
  5. Segmentation, Positioning, Targeting
    1. The prism by Kapferer
    2. Segmentation analysis
    3. Targeting
    4. Positioning criterion
  6. Opportunity product identification

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.

[...] 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. [...]


[...] This is a strategy of linking Nestle to Nespresso as the former sells chocolate as well . This offer can entice the consumers to increase their purchasing power by buying these products, especially the new capsules. Furthermore, I really think that it could be an excellent means of attracting and retaining new consumers. In fact, during celebrations more coffee or tea is consumed. If people speak about coffee, they will speak about these new capsules. In this manner, Nespresso can find new consumers. [...]

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