PERSONALIZED SHOPPING EXPERIENCE
Authenticity Quality Accessibility Convenience Versatility
NESCAFE’S GOAL
PERSONALIZED SHOPPING EXPERIENCE
How can we increase online sales?
BRAND RESEARCH
PERSONALIZED SHOPPING EXPERIENCE
What makes Nescafé different?
PERSONALIZED SHOPPING EXPERIENCE
BRAND RESEARCH
Zero waste production
PERSONALIZED SHOPPING EXPERIENCE
Farming tradition through generations
Protect the environment
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Target group 21.3% 25-32 y.o.
2.1%
<20 y.o.
76.6%
20-24 y.o.
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Target group 42.6% female
57.4% male
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Coffee brands that comes to your mind
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Do you know Nescafé? 2.1% no
97.9%
yes
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Any product in particular?
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Do you drink coffee?
43.6% > once per day
24.5% once per day
11.7%
3 times per week
10.6% never
9.6%
<3 times per week
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
If not, what do you drink instead?
8
tea
3
chocholate
2
milk
2
other
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Why don’t you drink coffee?
7
don’t like the taste
4
makes me nervous
3
other
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Why you drink coffee?
63
keep awake
61
like the taste
45
to socialize
6
other
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
How do you drink coffee? 25%
buy it in a café
10.7%
make your own
64.3% both
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
What kind of coffee do you use? 33.3% capsules
38.1% coffee powder
12.7%
instant coffee
15.9%
coffee beans
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
I buy coffee... 7.9% both
3.2%
online store
88.9%
offline store
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
I buy coffee... 63.9%
supermarket
29.5%
coffee shop
6.6% both
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Most important value for you?
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Benefits of off-line coffee shopping
Smell is important to me I can ask the salesperson to give me advice
I have my coffee immediately You can compare different products
I can get it while grocery shopping
SURVEY
PERSONALIZED SHOPPING EXPERIENCE
Benefits of online coffee shopping home-delivery Itâ&#x20AC;&#x2122;s cheaper
reviews some products are not available locally
I can get it while grocery shopping
OUR CONCEPT
PERSONALIZED SHOPPING EXPERIENCE
Personalized shopping experience
VALUE PROPOSITION
PERSONALIZED SHOPPING EXPERIENCE
For young generations who could potentially drink instant coffee, NescafĂŠ is a sustainable and quality coffee brand that can be purchased online in a personalized and convenient experience
CONCEPT TIMELINE
Sustainable coffee campaign
PERSONALIZED SHOPPING EXPERIENCE
E-commerce Pop-up store 2 months
SUSTAINABLE CAMPAIGN
Sustainable coffee campaign
Marketing Campaign
PERSONALIZED SHOPPING EXPERIENCE
PERSONALIZED SHOPPING EXPERIENCE
PERSONALIZED SHOPPING EXPERIENCE
PERSONALIZED SHOPPING EXPERIENCE
PERSONALIZED SHOPPING EXPERIENCE
POP UP STORE
We take
your
care of
best
your
coffee
coffee
plan
for you
coffee experience
We tailor
Personalized
PERSONALIZED SHOPPING EXPERIENCE
POP UP STORE - most suitable coffee
PERSONALIZED SHOPPING EXPERIENCE
POP UP STORE - most suitable coffee
PERSONALIZED SHOPPING EXPERIENCE
TAILOR YOUR COFFEE PLAN
ENJOY SPECIAL RECIPE
POP UP STORE - tailor your subscription plan
PERSONALIZED SHOPPING EXPERIENCE
POP UP STORE - special recipe
PERSONALIZED SHOPPING EXPERIENCE
POP UP STORE - special recipe
PERSONALIZED SHOPPING EXPERIENCE
POP UP STORE
We take
your
care of
best
your
coffee
coffee
plan
for you
coffee experience
We tailor
Personalized
PERSONALIZED SHOPPING EXPERIENCE
POP UP STORE - reflection
PERSONALIZED SHOPPING EXPERIENCE
• Taste • Relax • Purchase
POP UP STORE - reflection
PERSONALIZED SHOPPING EXPERIENCE
• Taste • Relax • Purchase
POP UP STORE - reflection
PERSONALIZED SHOPPING EXPERIENCE
• Taste • Relax • Purchase
POP UP STORE - reflection
Raise Brand Awareness Inscrease Online Sales
PERSONALIZED SHOPPING EXPERIENCE
• Taste • Relax • Purchase
PERSONALIZED SHOPPING EXPERIENCE
POP UP STORE - quote
It tastes great! Very easy to make!
PERSONALIZED SHOPPING EXPERIENCE
POP UP STORE - quote
PERSONALIZED SHOPPING EXPERIENCE
I buy Nescafe because itâ&#x20AC;&#x2122;s cheap, and I usually buy it in the supermarket.
PERSONALIZED SHOPPING EXPERIENCE
Actually, itâ&#x20AC;&#x2122;s a sustainable brand, because it uses waste to produce coffee.
PERSONALIZED SHOPPING EXPERIENCE
I just donâ&#x20AC;&#x2122;t drink instant coffee.
POP UP STORE - future move
PERSONALIZED SHOPPING EXPERIENCE
Test different audiencs: Young Professional • More income • Less spare time
SHOPPING ONLINE
PERSONALIZED SHOPPING EXPERIENCE
FUTURE PLAN
PERSONALIZED SHOPPING EXPERIENCE
â&#x20AC;¢ Stronger campaign
FUTURE PLAN
PERSONALIZED SHOPPING EXPERIENCE
• Stronger campaign • Re-usable packaging
FUTURE PLAN
PERSONALIZED SHOPPING EXPERIENCE
• Stronger campaign • Re-usable packaging • In-store refill
PERSONALIZED SHOPPING EXPERIENCE
Is online shopping really sustainable?
PERSONALIZED SHOPPING EXPERIENCE
Thank you. Barbara Vitoriano barbara.vitoriano@gmail.com +351 911816956
Sophia Nan Wu sophia_wu0803@hotmail.com +49 15172034561
Federica Bruschi fedbruschi@gmail.com +39 389 988 6807
Sam Akande samakande01@gmail.com +49 1782817956