Marketing Report on Nespresso
Autumn
10
Marketing management and Strategy A case study on the Nestlé sub-brand: Nespresso
Word count:
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08
Efterår
1. Introduction
Nestlé is a global company who recognizes that to be a successful company you have to be competitive and cost efficient. They put their customers first, and wish to create long lasting relationships with them, creating a luxurious exclusive experience to their coffee customers through their sub-brand Nespresso.
Having positioned themselves as a luxury good, the Nespresso brand faces several weak points in their positioning during the current recession. Communication and marketing are therefore key factors in the international competition for a company such as Nestlé, and it is important to have a clear and concise view of how Nespresso functions in its current market, and how the future marketing plan and positioning could look for Nespresso.
With this in mind we will suggest a 5-year plan as to how Nespresso can improve their marketing communication skills and recommendations for the future for the Nespresso brand and image.
1.1 Delimitations
The global market for Nespresso is very large; this report will therefore only be looking at the French market, giving a more detailed account of the French market rather than a superficial overall account.
2. Executive summary
3. Background
Nestlé S.A is the world’s biggest food maker in the world (Norton, 2006). The company was founded and headquartered in Vevey in Switzerland. Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company (established in 1866 by brothers G.Page and C.Page), and the Farine Lactée Henri Nestlé Company (founded in 1866 by Henri Nestlé). The company grew drastically during the World War I and after World War II, when Nestlé begun to expand its offerings beyond its condensed milk and infant formula products at the outset (www.nestle.com).
In 2009, 283,000 people worked for Nestlé in 83countries around the world. In 2009,
10
Marketing management and Strategy A case study on the Nestlé sub-brand: Nespresso
Word count:
[Skriv firmaets adresse]
08
Efterår
1. Introduction
Nestlé is a global company who recognizes that to be a successful company you have to be competitive and cost efficient. They put their customers first, and wish to create long lasting relationships with them, creating a luxurious exclusive experience to their coffee customers through their sub-brand Nespresso.
Having positioned themselves as a luxury good, the Nespresso brand faces several weak points in their positioning during the current recession. Communication and marketing are therefore key factors in the international competition for a company such as Nestlé, and it is important to have a clear and concise view of how Nespresso functions in its current market, and how the future marketing plan and positioning could look for Nespresso.
With this in mind we will suggest a 5-year plan as to how Nespresso can improve their marketing communication skills and recommendations for the future for the Nespresso brand and image.
1.1 Delimitations
The global market for Nespresso is very large; this report will therefore only be looking at the French market, giving a more detailed account of the French market rather than a superficial overall account.
2. Executive summary
3. Background
Nestlé S.A is the world’s biggest food maker in the world (Norton, 2006). The company was founded and headquartered in Vevey in Switzerland. Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company (established in 1866 by brothers G.Page and C.Page), and the Farine Lactée Henri Nestlé Company (founded in 1866 by Henri Nestlé). The company grew drastically during the World War I and after World War II, when Nestlé begun to expand its offerings beyond its condensed milk and infant formula products at the outset (www.nestle.com).
In 2009, 283,000 people worked for Nestlé in 83countries around the world. In 2009,
Bibliography: * Kotler, Phillip et al. Marketing Management; Pearson; 2009 * Mark Pendergrast The History of Coffee and How It Transformed Our World ; Basic books ; 1999 * The New york Times, 20 August 2010, Liz Alderman "Nespresso and Rivals Vie for Dominance in Coffee War"