Analysis of Nespresso's targets

Guillaume P.

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Analysis of Nespresso's targets

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Résumé du document

Nestle was built in 1866 by Henri Nestle, a pharmacist who developed baby food for babies who did not get their mother's milk.

Nestle doubled its size during World War I.
In the 1920s, Nestle expanded its range of products like chocolate that became its second activity after milk.

Nestle profits dropped down during due to effects of World War II. In 1947, Nestle had a dynamic phase with acquired companies like Findus and L'Oreal.

In the 1990s, Nestle continued acquiring companies like San Pellegrino and others.
Today, Nestle is one of the most important groups for food sales.

Sommaire

STEP Analysis
1. Socio-cultural
2. Technological
3. Economic / competitive
4. Political
Segmentation Strategies
1. Geodemographic segmentation
2. Psychographic segmentation
3. Behaviour segmentation
4. Segmentation analysis
Recommendations

Extraits

[...] And the man thinks that they are talking about him. (Hollywood TV) c. Behaviour segmentation ‘Behavioural segmentation refers to why people purchase a product or service. The customer buying a machine will ‘benefit' from a great and enjoyable coffee. Moreover the ‘occasion' for buying this product is during Christmas. Nespresso is looking for heavy users (family) who drink a lot of coffee, this will contribute great sales to the company (Learn Marketing UK). But the company is being copied by a lot of companies. [...]

[...] Political The Nestle Environmental System manages the activity of Nespresso and checks that it respects the environmental policy of the group. From the acquisition of raw materials to the finished product and the packaging, everything is controlled to be sure that all the measures toward environmental protection are respected. In 1998, a Switzerland company was mandated by Nespresso to study the ecology of the company's products. Nespresso capsule and packaging production unit received a favorable ecological appraisal' (Nespresso UK). The Committee of Advertising Practice (CAP) controls all the advertisements and Nestle is in partnership with it. [...]

[...] In 2005, Nespresso was established as the European market leader. Nespresso operates worldwide and is present in 48 countries. It has more than 40 ‘boutiques' in most big cities and almost 16000 points of sale. Today, Nespresso is copied by a lot of big coffee groups by using its special espresso machine, but it's still the European market leader with of sales followed by Senseo. (Nespresso UK) II) STEP Analysis (Brassington, F and S. Pettitt Essentials of Marketing) a. Socio-cultural Nespresso's target audience is meant for the age group aged between 28-49. [...]

[...] It's only a well known marketing strategy for representing its company. (Wikipedia, Nespresso accessories) The best way to buy Nespresso capsules is to order them on the net (www.nespresso.com) that represents 65% of sales or by telephone with the password given to you when buying your machine. Some Nespresso boutiques are open to customers in most of the big cities, you can only find one in UK at London, but for example there are twelve of them in France. Supermarkets never sell Nespresso capsules. [...]

[...] Nespresso Table of contents Introduction a. Company b. Product II) STEP Analysis a. Socio-cultural b. Technological c. Economic/competitive d. Political III) Segmentation Strategies a. Geodemographic segmentation b. Psychographic segmentation c. Behaviour segmentation d. Segmentation analysis IV) Recommendations Sources Introduction Nespresso belongs to the Nestle Group but Nespresso is also its own company and product at the same time. So I will introduce Nestle briefly and will focus the report on Nespresso as an individual company/product. [...]

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