Strategic marketing assignment: Nespresso

Type :

Term papers

Pages :

9 pages

Format :

.doc

Published date :

05/16/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Presentation of Nespresso
1. Market environment
2. Brand and product descriptions
3. Marketing strategy analysis
Marketing mix analysis
1. Product, price, promotion and place
Communication strategy
1. The Nespresso Club
2. Other means of communication
3. Brand identity and values
Synthesis and recommendations
Conclusion
Bibliography

Abstract

Coffee is not just a hot drink that wakes us up in the morning anymore. It is becoming a moment of pleasure and relaxation. I have chosen to analyze a brand, nespresso, that drives luxury through a product basically considered as a consumers good: coffee. Therefore, we ask ourselves several questions: how nespresso's communication has been evolving? What is its current marketing strategy? What can we recommend them? For the first time, I will present you the company through its products and its brand, and also its marketing strategy. Then, I will introduce the marketing mix of this company to be able to understand the way it works. Finally, to answer the main problem of this assignment, I will deal with nespresso's communication in the third part.

Coffee, surnamed "green gold", is a food product that has become indispensable nowadays. Indeed, it is the first agricultural commodity exchanged in the world and the second commercialized raw material (behind oil and wheat). This represents 4% of the world trade in food products. It can be consumed all day long: in the morning at breakfast, after lunch, at breaks during the working days and even at night for some people, especially after a meal with family or guests. More than just a product, it has become a ritual, a custom, a habit. However, despite a regular consumption of coffee, its market is in crisis mainly because of its price which keeps falling....