Nespresso

Nespresso:?An?upmarket?posi1oning.?

4MC3?MARCHÉ?EUROPEEN?–?Strategic?analysis?of?Nespresso?

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INTRODUCTION ?
•? Nespresso: the brand name of Nestlé Nespresso SA, an operating unit of theNestlé Group. First?strategy:?business?market?(BtoB),launched?in?Switzerland,?Italy?and?Japan.? Sales?were?disappoin1ng:?only?875?machines?sold?the??rst?year.?Last?chance?by?appoinJng?a?new?CEO?to?head?Nespresso:?Jean?Paul?Gaillard.?? Completely?change?the?markeJng?stategy:?

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?? ?BtoB?market?was?leP?.?
?? Choosing?to?locate?in?other?countries,?starJng?with?the?U.S.?then?France,?Germany?…??? Choosing?to?modify?the?communicaJon?stategy.?

Beginnings?of??Nespresso??
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During?the?70s,?Nestlé?anJcipates?the?growth?of?the?market?of?the?high?end?co?ee?and?is?inspired?by?the?original?concept?of?the?inventor?of?the?espresso?Luiggi?Bezzera.??

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The?principle?is?simple:?o?er?directly?at?home?or?to?the?o?ce?the?quality?of?espressos? served?in?the?best?Italian?co?ees.??????UnJl?now?leader?of?the?co?ee?in?capsule,?Nespresso?has?to?face?the? compeJtors?growing?as?Tassimo?with?a?variety?of?products?and?Senseo?today?with? compeJJve?prices.?
?? ???????Nespresso?was?born?and?the?revolu1on?of?a?beTer?co?ee?goes?to?see?the?day.? ?????Concept:?a?co?ee?adapted?to?all?the?tastes,?for?every?consumer??

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????The?strength?of?Nespresso:?his?adverJsing,?but?also?its?penetraJon?in?a?market?competed?through?all?the?countries.?
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?????A?real?club?in?been?born.?Nespresso?what?Else??

The?communica1on?
???A?seducJve?communicaJon?which?charms?several?countries.???Nespresso?use?the?muse?Clooney,?in?the?adverJsing.? ?? ?Choice,?simplicity?and?pleasure? ??The?keys?of?succes:? ?? ?Mouth?:?60%?of?news?costumers? ?? ?30%?of?the?Internet? ?? [email protected],?TV?and?sponsoring? ?? ?Control?of?disJbuJon?? ?? ?logo?who?change?•??Nespresso?focuses?communicaJon?
through?the?stars.? ???For?example,?to?launch? Nespresso?Champs?Elysées’?store:?…