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Brand Strategy Management
Nespresso Brand Strategy
Case Analysis
History of Nespresso
Mission and Ambition of Nespresso
PRODUCT RANGES
Business Product ranges
In home product Ranges
BRAND POSITION
Brand position
User Segmentation and Target Market
BRAND PROMISE
Brand values
Brand Personality
Brand Identity
Brand name
Logos
URL www.nesspresso.com
Slogan
The evolution of the Packaging
Design of The Boutique
Nespresso brand equity
Brand awareness
Celebrity Endorsement
Partnerships
Advertising strategy
Increase the number of boutique stores
Perceive Quality
Brand Advocacy
Brand loyalty
Brand Association and management
References
Introduction
History of Nespresso
Nestle was founded in 1866 by Henri Nestle in Vevey, Switzerland. Today Nestle is the world largest corporation in the food, nutrition, health, and wellness markets. The company now has more than 8000 products...
Since the beginnings, Nestle has been loyal to the traditionally and healthy made products. In 2012 Nestle had 461 factories operate in 83 countries and employ more than 330-000 people over 150 countries (Nestle, 2012.) with 83-642 million of CHF in sales and closed the year with a net profit of 12-538 million of CHF. Nestle is a leader in research and development (R&D), and it created the Corporate Wellness Unit to driving nutrition, health and wellness across the food and beverage business (Nestle', 2012).
Nespresso the sub-brand of Nestle and the leading brand in portion coffee began in 1974, inspired by Luigi Bizarre the original concept of espresso. The passion of Nestle for create Nespresso product was to combined strength of R&D with its expert in coffee business to provide the best quality of portion gourmet coffee to their customers.
Thought the heavy research of Nestle' R&D department, the original concept of Nespresso capsule was created in 1976 by Eric Favre (Bader, 2011). For the most effective in develop, produce and market the Nespresso system, Nestle' Nespresso S.A. was found in June 1986 as 100% own Nestle affiliate (Nespresso, 2012)
In 1987…
In 1987 the first Nespresso system was launched in Italy the world largest espresso drinking market and Switzerland, Nespresso's hometown follow by Japan the fastest growing of Asia's coffee market, strategy in targeting the business sector. By the end of 1987 only half of the manufactured Nespresso's machines were sold due to limited of this sector and subsequently, in 1992 Nespresso strategy was shift to focus in household market and targeting consumer at the top of market as its believed to build long-term business with discerning consumer Nespresso have to be in household market (IMD International, 2003).
Nespresso accomplished break-even in 1995 and became one of the fast growing business in the Nestle' corporation. Even with the economical crisis, the increase of competition and the increase of raw materials nothing seems to stop Nespresso's growth. Since 2000 Nespresso's sales have been multiplied by 16 (or 30%) to attain 2,5 billion euros. Furthermore, the company sold 450 millions capsules in 2000 and 6 billion in 2010. To give you an idea 12,300 cups of Nespresso are drunk each minute in the world. (Bader, 2011)
In the present Nespresso is actually the leader in the European market. It is present in markets all around the world for instance Belgium, Germany, Great Britain, America and Japan. Most of the sales of Nespresso are account at 80% by Europe while the rest of the world provides for the 20% left over (Bader, 2011). In 2012 Nespresso open 270 boutiques in the big city and employ more than 7000 around
Governments in these developing countries also may have issues with foreign companies expanding within their borders. Lastly, establishing local suppliers, and the infrastructure required for these suppliers, may be a challenge, especially for those they develop from the ground up. Strategic Posture: Nestle's mission statement is simple. "Good Food, Good Life'. That mission is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage
Organizational Design and Structure of Nestle Nestle S.A., a Swiss multinational company based in Vevey, is the world's largest beverage and food company. It is renowned for its attempts at leading the world market in Nutrition, Wellness and Health. The company owns numerous brands, manufacturing diverse products, including beverages like bottled water, coffee, and milkshakes, infant formula, breakfast cereals, seasonings, healthcare and performance nutrition, sauces and soups, refrigerated and frozen food
Starbucks has built its business on a number of key success factors. The first is that the company has built its brand on delivering a consistent customer experience that consumers value. The company developed a formula for what a successful coffee shop would be, and followed that formula every time it entered a new market. The company's franchise outlets also must follow this formula. The Starbucks Experience itself is something