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Nespresso

Nespresso is a leading brand in premium coffee capsules and machines. It was founded in 1986 and is owned by Nestle Group. Nespresso's main products include coffee capsules for home and office use. Their target market includes middle to high-income households over age 30 who are coffee enthusiasts and seek a luxury lifestyle. Currently Nespresso focuses on promoting high quality and customer experience through TV ads, social media, and events. A recommendation is for Nespresso to further promote its sustainability programs through a marketing campaign highlighting the journey of coffee beans and impact of their sustainability initiatives.

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38 views12 pages

Nespresso

Nespresso is a leading brand in premium coffee capsules and machines. It was founded in 1986 and is owned by Nestle Group. Nespresso's main products include coffee capsules for home and office use. Their target market includes middle to high-income households over age 30 who are coffee enthusiasts and seek a luxury lifestyle. Currently Nespresso focuses on promoting high quality and customer experience through TV ads, social media, and events. A recommendation is for Nespresso to further promote its sustainability programs through a marketing campaign highlighting the journey of coffee beans and impact of their sustainability initiatives.

Uploaded by

igorgrifo
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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NESPRESSO

Lorenzo Peccini - Marketing Communication


Nespresso
Leading brand in premium coffee
capsules and machines
The Nespresso machine was invented
by Eric Favre in 1976 but the brand
was only founded and sold to the
public in 1986
Owned by Nestle Group
More than 700 boutiques in 68
countries
Values

High Quality
Customer Experience
High Status
Passion for Coffee
Luxury and Exclusivity
Sustainability
Nespresso Main Products

Business to Consumer Business to Business


Quality Customer Experience
Brand Image Loyalty
Convenience Innovation
Competitive Wide variety of Sustainability

Advantage
coffee blends Global Presence
Middle to High-income households,
consequently age >30.
Coffee enthusiasts
Consumers who aspire to the luxury
lifestyle
Busy professionals

Behavioural Segmentation by Nespresso

The Purists - pure coffee experience


The Explorer - ‘Aeroccino’ froth milk

Target
The Connoisseur - authentic steamed milk

Market
Current Marketing
Communication Strategy
Television Advertisement
Social Media presence
Brand Ambassadors
Influencers
Email Marketing
Event Marketing
Content Marketing

Their main focus has always been promoting a high-quality product


and experience that gives you an elegant luxurious lifestyle
Recommendation

Sustainability
Marketing
Campaign
Sustainability at Nespresso
Nespresso Sustainability Initiatives started in 2003 but they started to
push it more as from 2017 as people become more environmentally
conscious

Capsule collection system in 36 countries


AAA Sustainable Quality Program for coffee farmers
Reviving Origin Program
Circular Economy Initiatives
Sourcing of Responsible Coffee

Information regarding Nespresso’s sustainability programs is mainly


available on their website. Their advertisements and social media
platforms mainly focus on the aesthetics, high-status lifestyle
Nespresso gives you and customer experience
Sustainability Marketing Campaign
Nespresso should further promote and emphasise its sustainability commitment and
start a ‘Go Greener’ or ‘Towards A Better Future’ marketing campaign. They currently only
promote recycling and how their product is sustainable since the ads mainly focus on the
experience and lifestyle if offers.

Ideas:
Television/video advertisements that
shows the journey of the coffee bean.
Advertise the impact of Nespresso
programs rather than say what they do.
Keep collaborating with more influencers
and celebrities.
Stay top of mind and remind consumers.
Nespresso has often received criticism for its
lack of transparency, and promoting the
journey of the coffee would help with this.
Video advertisements are engaging and the
viewer is able to focus more.
Still promotes the high-quality products
Nespresso can offer.
Opportunity to broaden their market and
increase their sales. Environmental-conscious
people may start purchasing the product.
Using celebrities and influencers helps target
the right market, people aspire to be like
them.

Benefits of Marketing
their Sustainability Programs
THANKS

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