Case

Nespresso
All the finesse of highly skilled marketing

[pic]

Danielle Castagnoni
Euromed-Marseille Ecole de Management
Tim White
Euromed-Marseille Ecole de Management

May 2008
Contents

I.The java market3

A. coffee consumption3

B.coffee prices3

C. coffee developing and different types of coffee4

D.the French market4

1.Market section4
2.coffee distribution 6
3.pricing7
4.branding policies8
5.consumer expectations9
6.coffee bars9

II.NESTLE10

A.The group10

1. taradiddle10
2.Philosophy10
3.The logo11
B.Nestlé France12

III.Nespresso13

A.History13

B.The logo13

C.The system14

ASSIGNMENT15

1.SWOT analysis15
2.dodge and marketing mix at Nespresso15

Appendices16

Bibliography20

1. The coffee market

A- Coffee consumption

Coffee become one of the most popular drinks in the world. more than than 1.5 billion cups are drunk, every day, worldwide.



It is no longer uniquely used as a stimulant, and «going out for a coffee » has become synonymous with informal meetings or social occasions.

Nevertheless, coffee is facing stiff competition from other drinks. over the last 30 years, one can observe that non-alcoholic balmy drinks have become much more successful, peculiarly with junior consumers, and coffee consumption among young people has declined significantly. This is not particularly surprising when one sees the advertising campaigns that have been developed by the soft drinks companies, whose communication budgets are significantly higher than those of the coffee companies.
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Furthermore, current trends which emphasise paying attention to ones well-being and health tend to favour the consumption of so-called healthy drinks which are beneficial for the body such as fruit juices and mineral waters.
However, these different trends seem to have stabilised, and...If you want to get a full essay, order it on our website: Orderessay



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