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Starbucks Compared to Nespresso

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Starbucks Compared to Nespresso
Nespresso & Starbucks Why can we compare those two brands besides the strategies? (Analyse their targets, results, leadership.) Claire Kobrzynski, Méryl Bouchet, Laurent Hans, François Bocco& Pauline Gauché

• Marketing Mix • Product • Price • Place • Promotion • Positioning • Leadership • Strategies • Starbucks • Nespresso • Conclusion • Sources

SUMMARY

Animation

MARKETING MIX

Product
Nespresso
 3 brands of machines             Delonghi Krups Magimix Maestria Latissima Citiz Pixie U Essenza

Starbucks Coffee
              Brewed coffees Espresso beverages Cold blended beverages Food items Teas Branded coffee drinks Line of ice cream Pastries Sodas Juices Coffee related accessories and equipment Purchasing Roasting Selling whole bean cofees worldwide to grocery stores and large hotels

For 6 Ranges of machine

16 Capsules with different aroma Classy and well-designed packaging

Price
Nespresso
 For the machine        From 399€ to 549€ for Maestria From 279€ to 499€ for Latissima From 179€ to 249€ for Citiz 149€ for Pixies 139€ for U 99,50€ for Essenza   

Starbucks Coffee
 Brewed coffees. Drinks: range from $1.00-$5.00. Not much than its competitors Regular coffee is 4% less expensive and its iced blended drinks are much as 30% less expensive when compared with special competitors. Compared to quick service restaurants, Starbucks is more expensive.

For the capsules  From 0,35€/ caps to 0,42€/caps 



Limited series with a lower price

Place
Nespresso
 Specific network retailer (more than 300 worldwide)  E-commerce Platform

Starbucks Coffee
 Brewed coffees.  Direct: stores.  US and operates also in 34 countries.  Stores in shopping malls: to provide convenient access for consumers.  For non pedestrian customers, they increased drive-thru
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