Nesspreso Case

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AND

TECHNOLOGIES

ANALYSIS OF THE NESPRESSO
DIFFUSION

Student
Student No: 0955773 | Word Count: 3000 + 10%

Diffusion of Innovations: Nespresso

THE
DIFFUSION OF
NEW
PRODUCTS

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Contents
Introduction .............................................................................3
The Nespresso Journey............................................................4
Strategic Leadership.................................................................5
Main Driving Factors: PESTLE Analysis................................7
Political............................................................................8
Economic..........................................................................9
Social..............................................................................10
Technological.................................................................12
Legal...............................................................................13
Environmental................................................................14

Key Marketing for Innovation Diffusion – Nespresso Club..18
Appeal to Opinion Leaders....................................................19
Conclusion..............................................................................20
References..............................................................................21
Appendix 1 – Key Survey Results.........................................24

Diffusion of Innovations: Nespresso

Nespresso – Consumer uncertainty in process.......................16

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Introduction
The Nespresso story began with a simple but revolutionary idea;

‘The perfect cup of coffee, time after time and cup after cup’
To do so Nespresso pioneered the concept of premium portioned coffee, designed for
maximum convenience. The process redefined the way coffee lovers around the world could
enjoy their coffee. Key to the vision was a determination for quality, innovation and... [continues]

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