INTEGRATED MARKETING COMMUNICATIONS PLAN FOR
Camilla Velloso Irene Lai Molly Quinlan
LXMT 742 | 2022 Winter | Group 6 Final Project Presentation | Professor Roop Virk
PART I
Nestle Nespresso S.A. is an operating unit of Nestle Group Headquarters: Lausanne, Switzerland. Present in 82 countries around the world, with a network of 816 boutiques in 536 cities. Brand value: "What we stand for is rooted in our coffee expertise, our innovative spirit and the farmers we work with.”
Quality Guarantee: Over 70 Quality checks are authentically performed on the coffee from farm to cup. How it started: Motivated by a simple idea that enables everyone to create the perfect cup of espresso coffee like a skilled barista. Since 1986, Nespresso has established an exclusive coffee culture and is still evolving and improving with millions ways how people enjoy their espresso coffee. Innovation is the core prompting the brand to grow over times.
CAMPAIGN RATIONALE Our campaign concept for Nespresso UK is focused on increasing the brand’s identity and presence in London, the capital of the UK, where people have the tendency of drinking tea instead of coffee. Our goal is to showcase the luxury and elegance that Nespresso can bring to their daily life and create the coffee culture exclusive to the British lifestyle through this campaign.
UK Statistics • Historically, tea has been strongly associated with the British lifestyle • Dedicated tea drinking culture • Coffee consumption on the rise • Ideal opportunity for our campaign
PART II
STRENGTHS • Global pioneer of premium and single-serve coffee; • Recognizable reputation for coffee machine manufacturing; • Clear brand mission statement and CSR goals; • Unique culture of Swiss roots to build a strong community; • Exclusive heritage of coffee expresso and innovation in redefining the ways people drink coffee; • Highly demanded quality of products; • Great customer services;
SWOT ANALYSIS
• Consistent brand images;
• Constant investment for the expansion of the distribution centers
WEAKNESSES • Immature integration of both direct and indirect distribution channels; • Weak external communication with stakeholders; • The rising cost of a NESPRESSO machine under the "walled gardens" effect forces users to stay within the brand's ecosystem and platform, and not easily to switch to other brands; • High costs for marketing and sourcing recycled materials.
OPPORTUNITIES • Enhancement for B2C distribution; • Innovation on product design and services features; • Optimize the operations in each channel; • Extending to the market of high disposable income; • International market growth by increasing product lines; • Utilizes the power of its communities; • Personalization;
SWOT ANALYSIS
• Collaboration (E.g.) Starbucks
THREATS • Dynamic and rapid speed of consumer demands and preference; • Digital technology; • The impact of Covid-19 on sales volume in the long/short term; • The UK is lacking its own coffee culture and customs
INDUSTRY FACTS & FIGURES Coffee (Roast and instant) consumer market worldwide
Hot drink consumer market worldwide •
Revenue: US$708,400 (Million) in 2022.
•
Revenue: US$460,004 (Million) in 2022.
Impact of COVID-19 in the UK branded coffee shop •
The disruption caused a drop in the market size of 1.9% of total coffee shop
•
The market is expected to grow annually
•
by 5.26% (CAGR 2022-2025).
The market is expected to grow annually by 5.30% (CAGR 2022-2025).
outlets (Fall 2020) •
39% of sales volume decreased in market value (Fall 2020)
•
The market for Hot Drinks market is expected to show a volume growth of 3.0% in 2023.
•
The market for Coffee segment is expected
•
to show a volume growth of 2.5% in 2023.
A loss of around 2 Billion pounds on store sales in 2020
•
22% of consumers are open
to subscriptions in coffee shop sectors
**World Coffee Portal surveyed over 35,000 UK coffee shop consumers during Autumn 2020.
INDUSTRY FACTS & FIGURES Hot drink consumer market worldwide
Coffee (Roast and instant) consumer market worldwide
•
Revenue: US$708,400 (Million) in 2022.
•
The market is expected to grow annually
The market is expected to grow annually
market size of 1.9% of total coffee
by 5.26% (CAGR 2022-2025).
by 5.30% (CAGR 2022-2025).
shop outlets (Fall 2020)
• •
Largest segment: a market volume of
•
•
Revenue: US$460,004 (Million) in 2022.
In the Coffee segment, volume is
US$460,004M in 2022.
expected to amount to 7,884.1mkg by
Per person revenues of US$93.39 are
2025.
generated in 2022. •
•
Impact of COVID-19 in the UK branded coffee shop
•
expected to show a volume growth of
through online sales by 2022.
2.5% in 2023. •
•
The disruption caused a drop in the
39% of sales volume decreased in market value (Fall 2020)
•
The market for Coffee segment is
6.0% of total revenue will be generated
The market for Hot Drinks market is
•
A loss of around 2 Billion pounds on store sales in 2020
•
Boosted 22% of consumer
subscriptions in coffee shop sectors
The average volume per person in the
expected to show a volume growth of 3.0%
Coffee segment is expected to amount
in 2023.
to 1.0kg in 2022.
**World Coffee Portal surveyed over 35,000 UK coffee shop consumers during Autumn 2020.
INDUSTRY FACTS & FIGURES Coffee market in the UK •
•
Coffee drinkers in the UK are
Key coffee players in the UK
Average cups of coffee British people drink per day in a week •
An average of cups of coffee per day
•
COSTA
avid consumers of instant
in a week that British people drink is
•
Greggs
coffee.
around 2 cups.
•
Starbucks
•
Caffe Nero
Most popular instant coffee
How many cups of coffee do you personally drink on average per day at home during the week?
Selected leading coffee shop chains in the UK as of February 2021, by number of units
27%
brand in the UK is Nescafe. 21%
•
Caffè Nero
17%
Most popular fresh ground
648
14% 10%
coffee brand in the UK is
11%
LAVAZZA.
Starbucks
1,025
Greggs
1 cup per day 2 cups per day 3 cups per day 4 to 5 cups per 6 and more day cups per day
Source: Statista
Don't know
2,078
Costa Coffee
2,681
Source: Statista
NESPRESSO’S CURRENT STATUS Number of people purchasing Nespresso machines in Great Britain in 2020, by expenditure (in 1,000s) •
In general, British people spend 50 – 99 Pounds
Brand share of Nespresso UK •
Growth of Nespresso UK in brand
on Nespresso machines in 2020, is around
share: Soars about 4% from 12.9% to 17.6% of
273.000 number of people.
the Nestle SA from 2016 to 2021.
273
189 170
92.00 69.8
£150 or more
£100 - £149
£50 - £99 Source: Statista
£20 - £49
Under £20
NESPRESSO’S CURRENT STATUS MARKETING MIX PRODUCT
PRICE
DISTRIBUTION
PROMOTION
Coffee (34)
Coffee capsule: $ 0.9 - $1.2 /per
Boutiques
Boutiques
Machine (8)
Machine: $ 199 - $949
E-Commerce and APP
E-Commerce Platforms
Accessories
Accessories: $ 8.95 - $169
Social Media
Mobile APP
Customer Relationship centers
Social Media
POSITIONING MAP Rich Quality
Low price
Premium price
Poor Quality
TEA • Substitute beverage • A historical & cultural tradition • 75% of UK citizens drink at least a cup a day • Social activity • Health benefits • less caffeine = more consumption
• Revenue of tea market: valued at 1.8million pounds in 2022
"German craftmanship meets fascinating innovation, since 1899" •
A family-owned business with a brand promise to be "Immer Besser" (forever better)
•
Range of luxury appliances
•
Available in 50 countries: sold direct to consumer online &
"An iconic global brand that enhances people’s lives through thoughtful design and brilliant innovation" •
Founded in Sydney in 1932
•
Range of luxury appliances
•
Available in 70 countries: sold direct to consumer and third-party stores: William & Sonoma, Bed Bath
other appliance stores •
Emphasis on sustainability
•
Coffee Machine Price range: $1,599-5,499
•
Coffee Price: 4x8.8 oz at $44.99
•
Target consumer: luxury coffee lovers that are interested in the built-in feature Miele offers
& Beyond, Best Buy •
Partnership with Nespresso
•
Coffee Machine: $299.95-$2699.95
•
Target consumer: Luxury coffee lovers interested in making specialty coffee drinks
"The dream to offer the best coffee in the world"
•
An Italian family-owned business founded in 1933
•
Plastic Coffee Capsules Price: $19.99 for 21
•
Coffee Machine Price: $279-$695
•
Available for purchase online
•
Subscription service
•
Partnership with Coca-Cola (2007)
•
Partnership with Keurig producing K-cup pods
TARGET CONSUMER ANALYSIS
B2C B2B
DEMOGRAPHICS 25-60 years old High-income classes and corporate clients. Coffee enthusiasts that enjoy traveling for leisure, but also has a busy professional life. Prioritizes quality over quantity.
GEOGRAPHIC Coffee in major cities, such as London; Worldwide through website
PSYCHOGRAPHICS B2C The Nespresso customer values coffee as a lifestyle and seeks for quality since they are active workers. Consumers aim to achieve efficiency and energy not
only in the professional side, but also in their personal lives.
PSYCHOGRAPHICS B2B The Nespresso customer is looking to offer the best quality products and luxury for its clients. This customer is a gourmet restaurant, a first-class airline,
or a luxury hotel. Companies and businesses that aim to show sophistication and quality for their upper-scale clients.
PERSONAS B2C
AMELIA (27)
ARTHUR (60)
Amelia lives in London and is currently completing her
Arthur lives in Oxford and is retired. He sees
master’s degree in digital marketing. She is trying to
coffee as a lifestyle and a daily ritual on his
balance her academic life with her personal life, and
routine. As a retired man, Arthur likes to study
by doing so, Amelia enjoys having quality coffee in
and understand more about the products that
order to have energy and efficiency on her tasks.
he’s purchasing, always looking for quality and luxurious experiences.
PERSONAS B2B
BRITISH AIRWAYS
THE RITZ LONDON
British Airways is an airline that looks for exclusivity
The Ritz-Carlton seeks to give an unforgettable stay in its luxury hotels.
and a good lifestyle for its costumers. In order to do
Nespresso is the perfect combination of sophistication and comfort.
that, the company partnered with Nespresso on the First and Business Class sectors to bring its expertise in coffee and provide a unique experience both onboard and on lounges at airports.
“Whether in the lobby, guest rooms, meeting rooms, restaurant, bar, at breakfast, lunch or dinner, you need a coffee solution perfectly adapted to its environment. The Nespresso system integrates effortlessly into every venue while delivering consistent quality, cup after cup.”
PART III
The target consumers in the UK perceive Nespresso as a premium coffee brand. Consumers associate the brand with the high quality coffee machine, and regard having a cup of espresso as an enjoyable life moment to savor. • Shifting drinking habit: British people are embracing coffee as the substitute for tea in their afternoon teatime. • Premium price become more acceptable: The Millennials and gen Zer (MillZ) in the UK become the power force in the economy. They are more willing to spend money on home, lifestyle and recreation categories because they highly focus on life quality and the brand's intangible value while purchasing.
Nespresso Marketing Campaign
THE BUSINESS ISSUE
• Featured interfaces : Social media platforms and official website of Nespresso UK are a well-built system, from product presentation, description, to the customer service after purchase. The messages are in consistent across channels; however, the features are not in the same tone. On social media, Nespresso shows the concept of "coffee is essential in the daily life" with festival moods vividly, while on the official website it is not, causing a disruptive cognition of the brand's imagery.
Nespresso Marketing Campaign
THE BUSINESS ISSUE
DISTINCTIVE COFFEE CULTURE
KEY SUCCESS FACTORS
•
Deep cultural roots from Swiss
•
Strong sense of community
•
Friendly and frequent connection with customers by active interaction and instant responses
TREND IN THE LIFESTYLE •
Iconic star product – Vertuo coffee machine
•
Incorporate coffee into a necessity in every holiday, each season and even
daily life in British nostalgia •
#MyNespressoMoment urge a coffee lifestyle with festive collections
•
Combine their sustainable value into products, promoting it through storytelling to resonate with those who with the same philosophy.
AUTHENTICITY & CERTIFICATION
KEY SUCCESS FACTORS
•
The quality of the coffee machine is reliable and stable.
•
Quality guarantee: over 70 quality checks are authentically performed on the coffee from farm to cup.
•
Accumulated customer's trust
EXCELLENT CUSTOMER EXPERIENCE •
Beyond innovative in product collections, NESPRESSO has its successful business model due to the core – excellent customer experience is the top priority.
•
Product is the foundation, the way how people experience it
is the brand's raison d'être.
OPPORTUNITIES • Create a coffee culture in the UK that will be associated with Nespresso; • Nespresso’s market/customer growth by introducing a new positioning; • Getting ahead of competitors by focusing on specific emerging market.
CHALLENGES • Introducing a new Nespresso positioning to the UK market; • Advertising Nespresso as a lifestyle without competing with the tea culture; • Consumers can take time to accept the new
Nespresso positioning.
Nespresso Marketing Campaign
RESEARCH GOALS Confirm consumers’ insights on Nespresso and their preferences towards drinking habits in the UK.
• UK’s consumer knowledge on Nespresso • UK’s perception and acceptance on coffee • UK’s perception and acceptance on tea • UK’s preference in when and how much coffee to consume • UK’s taste on stronger or lighter coffee in order to understand which products will be more advertised and selected for the region.
RESEARCH DESIGN CHART
PART 1
SOURCES OF KEY INSIGHTS
PART 2
Secondary Research
Primary Research
Existing Knowledge Base
Interview Base
One Source Euromonitor Statista
UK focus group
FINAL ANALYSIS
The coffee market worldwide
is expected to grow 2.5% in 2023.
Coffee drinkers in the UK are avid
SECONDARY RESEARCH
consumers of instant coffee.
Most popular instant coffee brand in the UK is Nescafe.
Most popular fresh ground coffee brand in the UK is LAVAZZA.
An average of cups of coffee per day in a
week that British people drink is around 2 cups.
SECONDARY RESEARCH
British people spend 50 – 99 Pounds on Nespresso machines in 2020; around 273.000 people.
Growth of Nespresso UK in brand share is about 4% from 12.9% to 17.6% of Nestle SA from 2016 to 2021.
PRIMARY RESEARCH OBJECTIVES •
Determining strength of brand recognition & loyalty amongst a variety of demographics (geographical locations, ages, etc.);
•
Learning about consumption patterns of coffee;
•
Understanding the mentality of coffee drinkers in the US vs. UK.
Example Questions
PRIMARY RESEARCH STRATEGY
Survey distributed on social media platforms & directly to targeted demographic
•
How often do you consume tea?
•
How often do you consume coffee?
•
Do you prefer tea or coffee?
•
Have you heard of Nespresso?
•
Do you use their products?
•
Do you buy coffee from a vendor or make it at home?
Survey Demographics •
35 Responses
•
34.5% from the UK
•
72.4% Ages 18-24
•
75.9% Women
•
96.6% Consume Coffee
•
89.7% Consume Tea
ANALYSIS •
72.4% of respondents said they drank 1 or more cups of coffee a day. Across demographics, coffee consumption is at an all-time high;
•
Brand recognition;
•
Nespresso is an Investment: o Price point & quality; o Most respondents agree that while Nespresso is expensive, it is worth the money.
PRIMARY & SECONDARY RESEARCH ANALYSIS Through our primary and secondary research, it is apparent that there is a major opportunity for Nespresso to expand and raise brand awareness in the UK. The coffee culture is growing & maturing. People are excited about drinking coffee and looking for
different methods to elevate their consumption. Brand recognition is strong, which means that it is the ideal time to convert our target market into actual consumers.
PART IV
COMMUNICATION OBJECTIVES DAGMAR MODEL UNAWARE
AWARE
COMPREHENSION & IMAGE
ATTITUDE
ACTION
COMMUNICATION OBJECTIVES OBJECTIVES
BRAND-ORIENTED
• • •
Augment the brand awareness in the UK Extend brand DNA of Swiss roots to the UK Excellent product design with quality assurances and quality control
TACTICS • • • •
•
LIFE PHILOSOPHY
•
•
LIKABILITY
CUSTOMER LOYALTY
•
•
*MillZers: Millennials and generation Z.
Promote the coffee culture as part of the British lifestyle among younger Britons (*MillZers) Embedding the essence of coffee culture via product functionality, quality and design
Create positive emotion and community: Gather Britons with the same cognition of NESPRESSO Creating cohesion to increase the willingness of purchase, and drive sales
Accumulate and gain British customers' trust by connecting with them and building the long-term relationships. (E.g.) Membership program.
Campaign video Official website Magazine Ads: Glamour Magazine, British Vogue, anothermag, GQ UK Television
• • • •
Social media posts & CTA Billboard Bus Stops Printed Ads in signature fashion and lifestyle magazines
• • •
Social media (Facebook, Instagram): content creating & interaction Official website PR event
• • •
Official Website Television Social Media
COMMUNICATION MIX PRIMARY MEDIUM
SECONDARY MEDIUM
• Traditional channels, including billboard, bus •
DESCRIPTIONS
•
•
SYNERGIES
• The secondary medium will be the support for
Digital categories including social media,
stops, and magazines, mainly focusing on
the primary medium after the launch, helping
television and the official website;
printed ads.
reach out and engage demographic of people
The direct ways to engage the younger
• Popular magazines that have food or lifestyle
generations who have grown up in the digital
sectors in the UK such as British Vogue,
world
Glamour magazine, GQ UK
Across pre-launch to post launch period.
• Ensure to reach other age groups, even more Millennials.
who don't use digital devices often via billboard, bus stops and magazines in physical places. • Streamlined messages across digital and traditional vehicles: The brand image is consistent with the core that coffee is a necessity in British daily life. • Billboard: Attracts potential customers and
PLATFORMS
FORMS OF COMMUNICATION
•
Social Media: FACEBOOK, INSTAGRAM
•
Television
•
Official Website
•
YOUTUBE
•
OOH: Billboard, Bus stops
•
PR event
•
Magazine Ads
incentivizes them to engage on digital platforms for further information. • All the secondary medium will feature and provide a QR code for the access to E-Commerce
platforms. Video, Images
Printed Ads, Posters
BUDGET ALLOCATION ANALYSIS •
Nespresso’s Revenue 2021: $369 million;
•
Nespresso has 10.7% of market share (SOM) in hot drinks;
•
$55.35 million (15% of total revenue) will be allocated to this campaign;
•
Budget allocation: •
$36 million allocated to digital including television, social
media platforms and website; •
$19.35 allocated to out of home (bus stop, billboard, magazine) & PR event.
BUDGET ALLOCATION DIGITAL – SOCIAL MEDIA
OBJECTIVE: •
To reach the younger part of our target demographic with meaningful content.
TASK: •
Video/photo content across all social media platforms.
COST: •
$16 million total for all platforms.
MEASURING EFFECTIVENESS: •
Conversion rates, likes/comments,
followers, subscriptions etc.
BUDGET ALLOCATION DIGITAL – TELEVISION
OBJECTIVE: •
To portray the brand's identity & connect with viewers of a deeper level.
TASK: •
Create 15-30 second advertisement showcasing Nespresso products.
COST: •
$10 million.
MEASURING EFFECTIVENESS: •
Audience reach & impressions.
BUDGET ALLOCATION DIGITAL – WEBSITE
OBJECTIVE: •
Create visually stimulating content that promotes click through rate & boosts sale conversions.
TASK: •
Create compelling digital material to draw target market.
COST: •
$10 million.
MEASURING EFFECTIVENESS: •
looking at ecommerce KPI's (sales conversions, clickthrough rates, pay per clicks etc.).
BUDGET ALLOCATION OUT OF HOME – BILLBOARD
OBJECTIVE: •
London is known for being a booming metropolitan area and
major tourist destination. A poignant billboard will effectively catch the attention of anyone who walks by.
TASK: •
Location is extremely important. High foot traffic area, central
London, located near major landmarks/transportation hubs.
COST: •
$6 million.
MEASURING EFFECTIVENESS: •
Tracking whether consumers are consciously or subconsciously connecting with brand.
BUDGET ALLOCATION OUT OF HOME – BUS STOP IN LONDON OBJECTIVE: •
Gain as much exposure as possible in a highly traveled area.
TASK: •
Making sure we research and choose a high traffic location with a large percentage of millennial/gen z.
COST: •
$3.5 million.
MEASURING EFFECTIVENESS: •
Utilize data tracking to see if there were increased visits to website in the vicinity of the advertisement.
BUDGET ALLOCATION OUT OF HOME – MAGAZINE
OBJECTIVE: •
Use our campaign to raise brand awareness and have our message connect with elevated consumers.
TASK: •
1-to-2-page spreads in targeted lifestyle magazines. Example: GQ UK & British Vogue.
COST: •
$6 million.
MEASURING EFFECTIVENESS: •
Viewership and whether the magazine is reaching our target demographic.
BUDGET ALLOCATION PROMOTION – PR EVENT BUS ADVERTISEMENT
OBJECTIVE: •
Increase brand awareness by directly interacting with consumers throughout their day to day lives.
TASK: •
We plan to wrap a classic double decker bus with our advertisement, sending it on various routes throughout
the city. Serving Nespresso samples.
COST: •
$4 million.
MEASURING EFFECTIVENESS: •
Pamphlet/flyers with specific QR codes to track responses. Social media postings & interactions.
ACTIVITY MAP
Digital Television
Instagram Facebook Website
Out of Home Billboard Bus Stops Magazine Ads Promotion PR Event
Pre-Launch
Launch
Post Launch
April
May
June
“BE BOLD. INNOVATE WITH NESPRESSO.” The concept aims to introduce Nespresso’s coffee as a new elevated lifestyle for the British consumers.
Storyline: A table is set for a famous British afternoon tea. The beginning of the video starts calm, featuring common products for an afternoon tea such as, sweets, scones and sandwiches. Suddenly, disruptive music starts, and a Nespresso machine appears in the middle of the table and starts making coffee.
Cappuccinos are also produced and the scene changes having more ambience and life. It is the perfect introduction to coffee at afternoon tea time.
Executional Tactics: Straight Sell – show what the product is and its attributes. Demonstration – demonstration of effectiveness to the audience. Slice of Life – adding Nespresso into the UK’s consumer lifestyle.
Nespresso Marketing Campaign
BIG IDEA
MOODBOARD
PART V
Nespresso Marketing Campaign
•
Nestle Nespresso S.A. is an operating unit of Nestle Group
•
Headquarters: Lausanne, Switzerland.
•
Present in 82 countries around the world, with a network of 816 boutiques in 536 cities.
•
Brand value: "What we stand for is rooted in our coffee expertise, our innovative spirit and the farmers we work with.”
Nespresso Marketing Campaign
MOODBOARD
POSITIONING STRATEGY Rich Quality
Low price
Premium price
Poor Quality
Nestle Nespresso S.A. •
Exclusive Swiss heritage;
•
Extraordinary products and customer services;
•
Innovating with time;
Young Britons (Millennials and gen Z) •
The dominant purchase power;
•
Value life quality and brand’s intangible assets more than pricing;
•
A great opportunity to grow the brand identity and sales volume in the UK;
Project Objective •
Augment the brand awareness;
•
Promote coffee as one of British lifestyle components;
"Be Bold. Innovate with Nespresso.” •
Slogan of the campaign;
•
Create the coffee culture in British way;
•
Immerse themselves at every single coffee moment.
Nespresso Marketing Campaign
EXECUTIVE SUMMARY
Prelaunch
•
Important to establish baseline of consumers knowledge of the brand and its products, accomplished through primary research;
CAMPAIGN TRACKING Campaign objective: raise brand
•
Use baseline to set KPI targets;
During Launch •
For the month of May, we will monitor activity across platforms/outlets;
•
Digital, out of home, promotional;
increased sales and converting our target
•
PR Event;
market into customers
Post Launch
awareness in the UK market leading to
•
Measure and analyze outcomes;
•
sales conversions, website and social media impressions, increased social media interactions, click-through rates;
•
Post campaign follow-up survey.
AD DIAGNOSTIC Brand Awareness Ad diagnostics will focus specifically on whether the campaign helped to cultivate overall increased brand awareness.
Connecting with Target Customers Trying to connect with the preexisting coffee drinking culture in the UK, channeling consumers that want to explore & elevate their coffee drinking experience making Nespresso a part of their everyday lives
Product & Brand Education Simple product interactions where our target customer can learn about the brand to boost brand recognition and potentially create brand loyalists
Measuring Key Performance Indicators Sales conversions, increased sales, impressions, increased social media interactions. Using data
to quantify the effectiveness and ROI of our campaign
VIDEO
LINK
PICTURES
PICTURES
PICTURES
PICTURES
PICTURES
PICTURES
BEHIND THE SCENES
Nespresso Marketing Campaign
CREATIVE TEAM
CAMILLA VELLOSO
IRENE LAI
Creative Director Video Editor Graphic Designer
Creative Executive Content Strategist
MOLLY QUINLAN
ELLIE BRIGGS
Creative Director Marketing Research Analyst
Photographer Videographer
SHOWCASED PRODUCTS & MATERIALS
Nespresso Marketing Campaign
Nespresso Marketing Campaign
CONCLUSION Through our campaign, we seek to increase Nespresso's brand presence in the UK, showing that coffee can be inserted as a way of life. Through poignant and targeted advertising tactics we planned to educate & connect with current
and potential customers transforming them into brand loyalists and Nespresso enthusiasts. Nespresso isn't just coffee, it's a lifestyle.
THANK YOU!
Camilla Velloso Irene Lai Molly Quinlan
REFERENCES
https://nestle-nespresso.com/ https://www.nespresso.com/us/en/sustainability https://www.instagram.com/nespresso.uk/ https://www.statista.com/chart/23082/most-consumed-drink-types-us/ https://nestle-nespresso.com/about_us/story https://0-www-statista-com.library.scad.edu/statistics/297863/leading-coffee-shop-chains-in-the-united-kingdom-ukstore-number/ https://0-www-statista-com.library.scad.edu/outlook/cmo/hot-drinks/coffee/worldwide https://digital.hbs.edu/platform-digit/ https://0-www-statista-com.library.scad.edu/outlook/cmo/hot-drinks/worldwide https://studycorgi.com/international-marketing-analysis-for-nestl-nespresso/ https://0-www-statista-com.library.scad.edu/statistics/437511// https://issuu.com/nel.grigelova/docs/nespresso_brand_book_ https://www.prnewswire.com/news-releases/nespresso-announces-expansion-of-its-distribution-model-in-the-us-andcanada-and-adds-breville-to-its successful-portfolio-of-machine-partners-alongside-delonghi-and-kitchenaid300282905.html https://prezi.com/hspc3mz5pgoy/nespresso-distribution/ https://nestle-nespresso.com/news/nespresso-invests-CHF-117-million-in-the-expansion-of-its-avenches-productioncenter-to-meet-growing-consumer demand http://file:///C:/Users/yichi/Dropbox%20(Personal)/PC/Downloads/01734-RG-Business-Model-Design-Case-Study-1Nespresso-May-2018.pdf
Nespresso Marketing Campaign
REFERENCES
https://0-www-portal-euromonitor-com.library.scad.edu/portal/statisticsevolution/indexcom.library.scad.edu/statistics/1072721/coffee-shop-market-value-united-kingdom-uk/ https://www.theexpresswire.com/pressrelease/Nespresso-Capsules-Market-Future-Outlook-2022-Covid-19-Impact-andRecovery-Industry-Share-and-Size-Analysis-with-Key-Players-Profiles-Growth-Prospects-till-2025_15101249 https://0-www-statista-com.library.scad.edu/topics/6188/coffee-market-in-the-uk/#dossierKeyfigures https://iide.co/case-studies/swot-analysis-of-nespresso/ https://skemacoffeeworldwide.wordpress.com/2018/12/11/nespressos-luxury-in-store-experience/ https://nestle-nespresso.com/our_products/services https://www.linkedin.com/pulse/what-nespresso-secret-formula-success-liron-magen-2/ https://www.brand-trust.de/en/article/2013/How-strong-is-the-brand-Nespresso.php https://docs.google.com/forms/d/e/1FAIpQLSevv5JnyJ1I0X2fz6MTVsLcZjvWv34I9-xobS5S7M9K3rTplQ/viewform https://www.business2community.com/marketing/eight-ways-sell-message-advertising-01017870 https://www.statista.com/statistics/284506/united-kingdom-social-network-penetration/ https://blog.feedspot.com/uk_fashion_magazines/ https://www.glamour.com/inspired https://www.vogue.co.uk/arts-and-lifestyle/food https://www.anothermag.com/design-living
Nespresso Marketing Campaign