Loading...

Messages

Proposals

Stuck in your homework and missing deadline? Get urgent help in $10/Page with 24 hours deadline

Get Urgent Writing Help In Your Essays, Assignments, Homeworks, Dissertation, Thesis Or Coursework & Achieve A+ Grades.

Privacy Guaranteed - 100% Plagiarism Free Writing - Free Turnitin Report - Professional And Experienced Writers - 24/7 Online Support

Nespresso segmentation

25/12/2020 Client: saad24vbs Deadline: 3 days

Nespresso Brand Extension (Tea Pods) Marketing Plan


1. 1. .T By NESPRESSO Group 2: Amanda, Linda, Claire, Kitty, Aaron, Julien, Marie-Sibylle Marketing Management: Term Project May 28th, 2014


2. 2. AGENDA 1. Background of the company 2. Understand the marketplace and customer needs 3. Designing a customer-driven marketing startegy 4. Construct an integrated marketing program to deliver superior value 5. Build profitable relationships 6. Financial feasibility 2


3. 3. 1Background of the company 3 1Background of the company


4. 4. Background of the company Brief history: • Founded in 2014 • Owned by Nestlé: « Good food, Good life. » • Nesquisite.T by Nespresso developed a revolutionary system of portioned, encapsulated tea • Manufacture both machines and the capsules they use 4


5. 5. The Marketing Process 5 Marketing plan is mainly composed of 5 steps:


6. 6. 2Understand the marketplace and customer needs 6 2Understand the marketplace and customer needs


7. 7. a) Market description • In the world: increasing trend of tea consumption: retail value of global tea consumption rose to $40,75 billion in 2012 (50 % more than in 2007) • UK: one of the biggest tea market in the world (history, culture) • Increasing demand of tea pods = +17% between 2007 and 2012 in UK 7


8. 8. a) Market description • New way of drinking tea adopted • Expectations in term of quality and services = not satisfied Unsatisfied demand/need 8


9. 9. b) The major segments on the market of tea pods Two segments of tea pods buyers who have similar buying processes in this UK market: - The 40-50 years old housewives in UK - The youths starting their career: 25-40 years old (tea is more healthy than coffee, trendy, organic product and fair-trade products, high standing of life and incomes) 9


10. 10. c) Customers needs and wants • Usually, to drink good tea you mainly have to buy loose tea not convenient to prepare • Our two segments want to save time Need of high standing tea but easy, convenient and quick to prepare on the market of hot tea 10


11. 11. d) Competitors • Low level of competition but the company implanted are very strong Indirect competitors : Harrods, Teavana, East India Company, Le Palais Des Thes, Kusmi Tea Paris all high price & very good quality, Kusmi Tea for add & distribution 11


12. 12. d) Competitors Direct competitors (differently positioned in order to avoid competing in the same field): - Keurig Green Mountain: specialized in the coffee and tea market, very good know-how and quality of their products 12


13. 13. - The newcomer Unilever: use its reputation to penetrate this flourishing market - The Starbucks’ Verisimo (cheaper): use its stores to catch the most possible market shares d) Competitors 13


14. 14. e) SWOT analysis Strengths Weaknesses - Tea market is huge in the UK- Existing loyal customers- High-end and luxurious image that no other tea pod machine companies can compete with- Famous spokespersons - Premium product quality - Higher prices - Limited distributions of products Opportunities Threats - The demand (UK tea buyers have the highest revenue, so they are more able to buy high-end tea) - Convince new customers (pre-ground tea users) - Huge market, continually growth since 2007 - Find new tastes (UK consumers need of quality), diversify the offer (large range) - Huge and powerful competitor: Keurig - More affordable competitors: Starbucks - Substitute products (soft drinks, coffee…) - Potential entry of new actors (no high entry barriers) - Low switching costs for the customers 14


15. 15. f) Objectives and Issues • First year objective: success in London • Second year objective: extend the product to other countries and continents MKT actions & tea pods adapted to each country 15


16. 16. Issues • To know the same success than the brand got with Nespresso coffee • The coffee pod market nowadays a little saturated Invest a lot in the tea pods market which propose big growth perspectives 16


17. 17. 3Designing a customer-driven marketing strategy 17 3 Designing a customer-driven marketing strategy


18. 18. Selecting Customers to serve Market segmentation: Process of dividing a market into distinct groups/segments of buyers with similar behaviour Demographic: Age: 25-50 years; Income: affluent consumers Geographic: Pilote stores in major cities, first one located in London Psychographic: Social class: High social class, Personality criteria: elegant, hedonic, innovative, want to be part of a private group Behavioral: Loyalty status: people who promote themselves the brand (word of mouth, blogs…) = addictive consumer Market targeting: Process of evaluating each market segment’s attractiveness and selecting one to enter Micromarketing: the company decides to tailor its offer to meet specifics customers expectations: use of local and niche marketing 18


19. 19. Choosing a Value Proposition Positioning Map: Tea pods market Price High Low Orientation LuxuryBasic Nesquisite.T by Nespresso Keurig Green mountain Others Unilever 19 Starbucks


20. 20. Choosing a Value Proposition Differentiation: Differentiate the market offering to create superior customer value Competitive advantages owned by Nesquisite.T by Nespresso: • Image of exclusivity / High brand identity • High-quality & wide range of products • Extensive customer service (home delivery, Nesquisite.TClub) • Premium pricing Positioning strategy: Position the market offering in the minds of target customers Up-market / exclusivity Catch phrase: “Culture in a cup” Value Proposition: “More for More” approach: gives prestige to the buyer 20


21. 21. 4Construct an integrated marketing program to deliver superior value 21 4Construct an integrated marketing program to deliver superior value


22. 22. Product • 16 unique flavours • New flavours yearly • Brand and logo will be on all packaging 22


23. 23. 23 Price • 0.30 Euros per pod • Similarly priced as Nespresso capsules • High price reflects the high quality image that surrounds Nesquisite.T


24. 24. 24 Place • Exclusive Distribution • Online Website • Boutique Stores


25. 25. Promotion • High end parties at flagship store • Membership card • Limited edition teapods 25


26. 26. Online Promotion • Campaigns online, in magazines and on TV with Jamie Dornan and Emma Watson • Social media campaign: contest: – Best tea mix contest (viral mkt) – Customers upload pictures with #nesquisite.T.love 26


27. 27. 4Construct an integrated marketing program to deliver superior value 27 5Build profitable relationships


28. 28. CRM 28 • Huge database information – Newsletters (monthly): news, the specific events, new products or limited editions – E-mailing campaign: attract for Christmas – Catalogues per mail


29. 29. CRM • MEMBERSHIP CARD AND CLUB: = Very select club of original and high quality tea- lovers sense of belonging – “Frequent drinker card”: capsules = credits – 3 levels of membership: privileges • Bronze: acquired by buying Nespresso machine • Silver: limited edition tea flavors • Gold: VIP tastings + new product launching 29 Nesquisite.T


30. 30. 1Background of the company 30 6Financial feasibility


31. 31. Objectives First year: • Financially: Achieved 7% market shares, sales: 39 millions € • Break-even: Reach this point before the end of the year Second year: • Financially: - Double the level of sales in London - Reach the break-even point in all new implementation 31 More experimented & more aggressive


32. 32. Budget: First year 32 Nesquisite.T: Products Tea pods Tea machines Average retail price (ARP) 1 pod: 0,30€ 1 machine: 220€ Global sales 75% 25% Level of sales to profit 29 250 000 € 9 750 000 € First-year retail sales goal: 39 millions € Break-even calculation = FC/(ARP-VC) = …*ARP Tea pods Tea machines Fixed Costs (marketing expenses, payrolls, equipment) 13 000 000 € Variable Costs (average production costs) 0,18 € 120 € Break-even point 24 375 000 € 10 833 460 € Analysis (at the end of the year) Profit 29 250 000 > 24 375 000 Little loss 9 750 000 < 10 833 460


33. 33. Group 2: Amanda, Linda, Claire, Kitty, Aaron, Julien, Marie-Sibylle THANK YOU FOR YOUR ATTENTION QUESTIONS?



Applied Sciences

Architecture and Design

Biology

Business & Finance

Chemistry

Computer Science

Geography

Geology

Education

Engineering

English

Environmental science

Spanish

Government

History

Human Resource Management

Information Systems

Law

Literature

Mathematics

Nursing

Physics

Political Science

Psychology

Reading

Science

Social Science

Home

Blog

Archive

Contact

google+twitterfacebook

Copyright © 2019 HomeworkMarket.com

Homework is Completed By:

Writer Writer Name Amount Client Comments & Rating
Instant Homework Helper

ONLINE

Instant Homework Helper

$36

She helped me in last minute in a very reasonable price. She is a lifesaver, I got A+ grade in my homework, I will surely hire her again for my next assignments, Thumbs Up!

Order & Get This Solution Within 3 Hours in $25/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 3 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 6 Hours in $20/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 6 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

Order & Get This Solution Within 12 Hours in $15/Page

Custom Original Solution And Get A+ Grades

  • 100% Plagiarism Free
  • Proper APA/MLA/Harvard Referencing
  • Delivery in 12 Hours After Placing Order
  • Free Turnitin Report
  • Unlimited Revisions
  • Privacy Guaranteed

6 writers have sent their proposals to do this homework:

Best Coursework Help
Homework Guru
Top Essay Tutor
University Coursework Help
Helping Hand
Writer Writer Name Offer Chat
Best Coursework Help

ONLINE

Best Coursework Help

I am an Academic writer with 10 years of experience. As an Academic writer, my aim is to generate unique content without Plagiarism as per the client’s requirements.

$100 Chat With Writer
Homework Guru

ONLINE

Homework Guru

Hi dear, I am ready to do your homework in a reasonable price and in a timely manner.

$102 Chat With Writer
Top Essay Tutor

ONLINE

Top Essay Tutor

I have more than 12 years of experience in managing online classes, exams, and quizzes on different websites like; Connect, McGraw-Hill, and Blackboard. I always provide a guarantee to my clients for their grades.

$105 Chat With Writer
University Coursework Help

ONLINE

University Coursework Help

Hi dear, I am ready to do your homework in a reasonable price.

$102 Chat With Writer
Helping Hand

ONLINE

Helping Hand

I am an Academic writer with 10 years of experience. As an Academic writer, my aim is to generate unique content without Plagiarism as per the client’s requirements.

$100 Chat With Writer

Let our expert academic writers to help you in achieving a+ grades in your homework, assignment, quiz or exam.

Similar Homework Questions

Unisa study period 5 - Create a formula in cell c13 that calculates annual sales - History - Foam colour fire extinguisher - Civil Engineering Consultancy - Datalogger id fronius primo - The hitchhiker by lucille fletcher comprehension questions - Physics classroom newtons laws - Homework - Taxonomy classification and dichotomous keys worksheet answers - Assignment - Beaglebone black user leds gpio - How to use a bunsen burner safely - Assignment 3 - Week 3 Discussion Board - Ifsm 300 stage 2 cic hiring process - Instant displays co uk - Sam cengage powerpoint answers - Boysen jensen experiment on phototropism - R vs python pros and cons - A secularist believes in absolute truth - Chevron lubricants sri lanka - Write the equivalent fraction of 3 5 - Firewall - Principles of Macroeconomics Pearson online lab - An aptitude for a job implies a - Sophie ward room for improvement - Cisco ise guest portal customization - Need help with answering a Managerial discussion question - Team contract sample - Potassium bag it all upright - Jbf global pte ltd - Social work role play examples - Discussion - Master mason penal sign - 4240 carnation ln las vegas nv 89108 - Ten competencies required for od professional - Molloy building chester university - Four lenses of wellness - Evaluation techniques of capital budgeting - "Life" Standards Alignment - 3-Pages - work - Business - Argos pet insurance reviews - Jcpenney case summary - Bnsf contractor orientation test answers - Flyboys movie questions answer key - Garfield company purchased as a held to maturity investment - Global business plan template - It doesn t matter by nicholas g carr summary - World music a global journey 4th edition - This assignment focuses on the issues young children (0-12 years) face in today’s society. - When was the turntable invented - Q link pendant australia - Doc band wearing schedule - Xhosa marriage and lobola - HN 522 Unit 9 Discussion - Professional presentation - Override switch wiring diagram - Luton parking penalty charges - Royce's top 10 principles for modern software management - Organisational behaviour buchanan and huczynski 8th edition - Qs 5 11 perpetual inventory costing with lifo lo p1 - Discussion question, 150 words minimum, 2 recent reference citations(2019-2020) - Diesel generator fire protection nfpa - Acids bases and salts lab report - Bbc radio kent ebbsfleet - Rereading america engaging the text answers - Business impact analysis bia policy definition - Human Development - 6 3 1 reflection assignment - Abiotic and biotic factors of the daintree rainforest - Mh marketing simulation - Bath water temperature celsius - Http www wmfc org uploads generationaldifferenceschart pdf - Campbell soup co v wentz - Role of nurse as a social change agent - Juniper vsrx image download - Reflection6 - Reverse acting pressure switch - Fundamental Managerial Statistics - Seeking leniency penalty notice nsw - Hodson phonological processes chart - Week 8 Discussion - Current Events Articles (8 paragraphs total) PLEASE REVIEW INSTRUCTIONS - Wag the dog techniques - Drive test network optimization - Wire rope safety barrier vicroads - Advantages and disadvantages of deregulation - Can you wash your car on the driveway - What is a discourse community essay - Cipd cpd log - Half size bobby pins - Mistakes were made but not by me pdf free - Bodyline pilates port macquarie - Sheringham nursery north ryde - Griffith university nathan campus map - Management in global content - Need two discussion questions answered 150 words min each with references - Can Someone Do My Assignment For Me In London?