Nespresso
NESPRESSO
Introduction
Launched 30 years ago, Nespresso is a subsidiary of Nestlé and one of the worldwide leaders of coffee market. The brand became very famous thanks to the coffee maker based on capsules. More than a simple coffee, Nespresso managed to create litterally a “Nespresso experience” by its innovative concept. All this case long we are going to analyze the company and is strategies throughout the SWOT, the positioning, the targeting ant to finish the marketing mix of the brand.
SWOT analysis:
External analysis: Opportunities | Threats | Coffee becomes one of the most popular drinks in the world. More than 1.5 billion cups are drunk, every day, worldwide. Huge market. | Coffee is facing stiff competition from other soft drinks. Hard competition on this sector. | «going out for a coffee » has become synonymous with informal meetings or social occasions. | The advertising campaigns that have been developed by the soft drinks companies, have communication budgets significantly higher than those of the coffee companies. | Over the last 30 years, one can observe that non-alcoholic soft drinks have become much more successful. | Current trends which emphasise paying attention to one 's 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. | New types of coffee consumption are developing notably via the success of American-style coffee bars such as Starbucks. | Traditional offerings on this market are losing ground. | Sales in terms of value progressed slightly as a result of the increased popularity of fair trade coffee and capsules (Nespresso, Tassimo, Senseo, etc.), both of which have a strong growth potential. | Prices for end users have increased significantly. | Some of the consumers are ready to pay more for a more upmarket coffee. | The hard discount channel is increasing its influence on this market. | Capsules have proved
Introduction
Launched 30 years ago, Nespresso is a subsidiary of Nestlé and one of the worldwide leaders of coffee market. The brand became very famous thanks to the coffee maker based on capsules. More than a simple coffee, Nespresso managed to create litterally a “Nespresso experience” by its innovative concept. All this case long we are going to analyze the company and is strategies throughout the SWOT, the positioning, the targeting ant to finish the marketing mix of the brand.
SWOT analysis:
External analysis: Opportunities | Threats | Coffee becomes one of the most popular drinks in the world. More than 1.5 billion cups are drunk, every day, worldwide. Huge market. | Coffee is facing stiff competition from other soft drinks. Hard competition on this sector. | «going out for a coffee » has become synonymous with informal meetings or social occasions. | The advertising campaigns that have been developed by the soft drinks companies, have communication budgets significantly higher than those of the coffee companies. | Over the last 30 years, one can observe that non-alcoholic soft drinks have become much more successful. | Current trends which emphasise paying attention to one 's 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. | New types of coffee consumption are developing notably via the success of American-style coffee bars such as Starbucks. | Traditional offerings on this market are losing ground. | Sales in terms of value progressed slightly as a result of the increased popularity of fair trade coffee and capsules (Nespresso, Tassimo, Senseo, etc.), both of which have a strong growth potential. | Prices for end users have increased significantly. | Some of the consumers are ready to pay more for a more upmarket coffee. | The hard discount channel is increasing its influence on this market. | Capsules have proved