Nespresso
STRATEGY MARKETINK OF NESPRESSO
Summary
Who is Nespresso ?
The market of the coffee in France.
Profile of consuming French of the coffee.
Nespresso in some dates
Criterion of segmentation & target of Nespresso
......................................................................................................PAGE 3
Positioning
Mix Marketing
Place
......................................................................................................PAGE 4
Price
Product
Promotion
......................................................................................................PAGE 5
Strategy of development of consumer loyalty
End
......................................................................................................PAGE 6
Who is Nespresso?
Nespresso is a subsidiary of Nestlé. Nestlé is a Swiss company, created in 1966. This is one of the main actors of agro-alimentary in the world. They have many brands: Chocapic (cereals), Vittel (water), Maggi (frozen), Nescafe (coffee)… Their turnover is around 60.9 Billion d'€. So, they are N°1 Groups food world. Their currency is “Good Food, Good Life”. By the way, Nespresso is market of the coffee in dosette. Their concept results in a machine allowing to produce a espresso starting from a specific capsule, corresponding to a small cup.
The market of the coffee in France.
In 2007, 91,6% of the French households bought coffee und household spends on average 48,81€ for their coffee (on 12mois). Gone it of the coffee in “dosette” in 2010 at 1 billion euros is estimated, of which the half for Nespresso. Therefore, in France, this is a powerful market. For the year 2006 to 2010, the coffee consumption is in fall in France, because the spending patterns change.
Profile of consuming French of the coffee
In France, 90% of people drink coffee, including 85% the every day. The large consumers are growing old, these consumers consume all the day morning, midday, after
Summary
Who is Nespresso ?
The market of the coffee in France.
Profile of consuming French of the coffee.
Nespresso in some dates
Criterion of segmentation & target of Nespresso
......................................................................................................PAGE 3
Positioning
Mix Marketing
Place
......................................................................................................PAGE 4
Price
Product
Promotion
......................................................................................................PAGE 5
Strategy of development of consumer loyalty
End
......................................................................................................PAGE 6
Who is Nespresso?
Nespresso is a subsidiary of Nestlé. Nestlé is a Swiss company, created in 1966. This is one of the main actors of agro-alimentary in the world. They have many brands: Chocapic (cereals), Vittel (water), Maggi (frozen), Nescafe (coffee)… Their turnover is around 60.9 Billion d'€. So, they are N°1 Groups food world. Their currency is “Good Food, Good Life”. By the way, Nespresso is market of the coffee in dosette. Their concept results in a machine allowing to produce a espresso starting from a specific capsule, corresponding to a small cup.
The market of the coffee in France.
In 2007, 91,6% of the French households bought coffee und household spends on average 48,81€ for their coffee (on 12mois). Gone it of the coffee in “dosette” in 2010 at 1 billion euros is estimated, of which the half for Nespresso. Therefore, in France, this is a powerful market. For the year 2006 to 2010, the coffee consumption is in fall in France, because the spending patterns change.
Profile of consuming French of the coffee
In France, 90% of people drink coffee, including 85% the every day. The large consumers are growing old, these consumers consume all the day morning, midday, after