Etude de cas sur le groupe Nespresso (document en anglais)

Objectives Strategies

1986: to capture a professional market To target hotels, bars, offices…

1988: to capture a domestic market focusing on high socio-professional classes

➢ Repositioning: B2B -> B2C Creation of Nespresso Club and their website

Exclusive distribution: excluded the large distribution to keep the upper hand on its trade policy and marketing

To build a premium and expert brand image based on coffee excellence

Careful selection of the best worldwide coffee (2% of the worldwide coffee production)

Innovative marketing strategies:

➢ Communication: sponsoring sport events, celebrity branding

➢ R&D: collaboration (Krups, Magimix), 2% of its turnover

➢ Development of direct marketing: ultra personalized services

To develop business through new members recruitment:

To provide excellent customer service

➢ Nespresso club (personalized offers)

➢ Social net works (facebook 1.5 million followers)

To have a higher level of customer satisfaction than rivals To increase services in their own shops

Degustation

Pick up space

Private lounge

To continuously broaden our customer database by obtaining new information on customer characteristics and needs

Sustainable development Ecolaboration 80% du café du programme Nespresso pour la qualité durable

- tripler sa capacité de recyclage des capsules, pour atteindre un taux de 75% ;

- réduire de 20% l’empreinte carbone liée à la réalisation de chaque tasse de café.

Wider geographic coverage Today present in 50 countries

To respond to the increasing demand

To double capacities factory in Switzerland until 2012

Care abouts Sol 1 Sol 2 Sol 3

To have a high quality product and have a good value for money

To select the best coffee (2% of the worldwide production)

The hermetic packaging in aluminum

Only 10% more expensive than competitors

To have choice 16 different coffees and limited editions to fit every taste

High quality derivative products: cups, chocolate, biscuits… Choice of distribution:

- Internet

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