Download - ppt final oral
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by
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Platform Vision: Drinking coffee is a great experience, it has to be a moment of
pleasure.
Mission: Be the highest quality coffee provider and give the best service for the customer.
Ambition: Be associated to the best coffee, the senior and leading actor on the market, with an environmentally-friendly image.
Values: Quality, Innovation, Luxury, Choice, Great Taste.
Personality: Refined, glamorous, sophisticated.
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Trends Responsible behaviour
» Fair-trade / Waste sorting / Recycling / Ecology.
Full Service addicted » On line ordering and purchasing / Reaching the consumer
in every moment of his daily life.
Less quantity, more quality » Aware consumption / Revival of authentic / Research
before purchasing.
> Nespresso can benefit from these trends.
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Market findings Dynamic and innovative market : 8% growth in 2008
B to B : 25% of the global turnover
House equipment remains weak: 23% in 2007
High positioning of Nespresso on the market
Price policy might weaken the brand’s turnover at the opening of the capsule market.
> Nespresso needs to insist on the seniority and the quality of its product to remain the best in the consumers’ mind.
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Communication conclusions
Very effective communication : The Ultimate Coffee Experience campaign. Global & 360° gained international notoriety and image construction for the brand.
Very good association in consumers’ minds with the brand baseline “What else” and George Clooney.
The consumer is overflowed by the various actions you can find on the website.
> Nespresso has to find a relevant and lasting communication axis.
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Image
Sensed image: Expensive / High quality coffee / Elegant brand / Great service and large variety offer / Elitist / Proud.
Real image: Expensive and good quality / Unique and easily recognizable machines and capsules / Efforts concerning sustainable development.
Wished image: Senior and leading actor on the capsule market / Greatest quality portioned coffee / Best service provider worldwide / Unique product / Environmentally-friendly and acting coffee brand.
> The new communication has to fit to Nespresso wished image.
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Identified problems 1. Capsule patent ending in 2012: booming competition
2. End of the « George Clooney » era
3. Polluting product : ecological issues
4. How to surf on new medias
5. Difficulties to access for people at large
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Diagnosis
Nespresso needs to communicate efficiently and durably in order to prepare the opening of the capsule market. It has to reaffirm its legitimacy as a reference brand and
capitalize on it.
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Main question
How to renew Nespresso’s communication in a lasting and global way, in order to
anticipate the opening of the market and the ecological threat
?
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Nespresso wants The Loyalty
The Reference
The Preference
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Targets : B to C ActualTarget
28-49 years old Single & Families
High disposal income Urban
Ouraddi/onalAdvices
1 - Core target: The Internationalists 25-40 years old Single & Families Moving, travelling, hurried. With a special focus on Asiatic Internationalist.
2 – Broaden to people that are curious about Sustainable Dev.
3 - Millenials: participative on Internet, involved.
Opinionleaders
Media online/offline
Opinion leaders on Green issues / Food issues
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Pointing the world
Communication intensity must be proportional to the dispersion of the B to C target
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Targets : B to B
Coffeeproviders
Premiumservices
CulinaryMarketHostels
Transporta/onsOthers
Coffeeusers
Allthecompanies/servicesthatuse
NespressoonanInternalbasis
Partners
EventsSports/Design/Culinary/Culture
Internal
Employees / Sales Forces / Shareholders
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Brainstorming funnel
REFERENCE
ESSENTIAL
EMOTION
UNIQUE SENSORIALITY
EXCELLENCE
PLEASURE
COSY
EXPERIENCE
ESSENCE
QUALITY
FUNDAMENTAL
CHARACTER
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Reference ?
Nespresso is a reference on variety, aroma and quality service.
Nespresso has to remind its seniority, first actor, on an upcoming booming market.
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Reference benchmark Some brands, who benefit from a strong notoriety and credibility established in time, used their “reference” status as the major asset of their communication:
Authenticity Longevity
Know how Star Product
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Acquired : former communication > Nespresso is the main star, rather than the actual celebrity.
Today : gained legitimacy as a “star”, no need to be compared anymore:
Nespresso is the Star.
> The product has to be the leading actor of the communication: highlight its status.
> Now it is well known, the product has to stand on its own two feet.
The Main Idea
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Main idea overtones Reference : the Nespresso Seniority
Innovation : the Nespresso Revolution
Experience : the Nespresso Moment
Essential / irreplaceable : the Nespresso Uniqueness
Authentic : the Nespresso Quality & Ethic
> It is important to emphasize on these core values to anticipate the identified threats
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Addressing the green issue ?
Ecology is - NOT the core value of Nespresso - NOT the consumer’s motivation - NOT the main threat
The Nespresso consumer’s sense of ecology is based on pride.
Promoting more its actions, but not by establishing a green communication.
> The Reference positioning is more relevant for Nespresso’s ambition than the ecological trend.
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Continuity
Keeping the baseline “What Else ?”
Embodies the meaning of “reference” and translates the “star” positioning. Preserves the link to stay
recognizeable and keeps the emitional bond.
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The Creative Concept
Old style codes deformation
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The Campaign
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Why ? Black & White picture : - Seniority of Nespresso - Like an old movie, starring Nespresso
Nespresso in color : - Enhances the product, its modernity - Nespresso is timeless - Nespresso is the reference
Graphic Quality : - Preserve high scale image
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Old style advertising reminds: - Historical innovation - Creative revolution
The recycling logo: - Modern
- Ecological concern
Answer to vintage trend: - Back to classics
- Return of authenticity
Long body copy: - Rings back the advantages
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Media Strategy
Billboard
Television
+ Cinema
Cross high quality media
> Keep a classical upscale communication
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Billboard
Strong visual impact: to establish the next creative concept
Continue developing brand awareness and notoriety
Important geographic selection: targeting large metropolis
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Large press diffusion in order to reach both mass and specific targets:
General Public / broadsheet magazines and newspapers Le Monde, The Times, Vogue, etc.
Upscale News press Le Point, Newsweek, China daily, The Economist, etc.
Specialized press: culinary, decoration, ecology
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Variations
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Television Continue developing brand awareness and image
Two standards, two waves:
1) General public: CBS, NBC, ESPN, TF1, RTL, Channel4, TVB, etc.
> Mass appeal target
2) Pan-American, Pan-European, Pan-Asian: BBC World, CNN, Euronews, Aljazeera English, France 24, etc.
> Internationalists target
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Old style advertising adapted to the creative concept:
- Voluntarily bad dubbing, post-synchronization
- Old commercials parody
The commercial
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Cinema
Complementary media:
Excellent for image building, very qualitative, exclusive, with very strong audience attention.
Possibility to select geographic zones: targeting large metropolis.
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Local translation
Local variations
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Below the line Strategy Digital Version
Push Media Subscription to the Nespresso Web Channel to receive all the distorted
advertisings made by the brand.
Links Sharing with a button to Social Networks.
> Stimulate the consumer worldwide > Make Internet users a relay of Nespresso’s Campaign and Image
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Digital version The Morphing application Inspired by trendy websites :
yearbookyourself.com, jibjab.com
Put your face in the Nespresso ads, including video commercials and send it.
> Sendable on E-card, Facebook, Youtube, iPhone : with Nespresso logo.
> Targets the Internet active users worldwide to relay the campaign.
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iPhone Application: Nespress It Complete service : - Ordering capsules - Finding the closest Nespresso boutique - Geolocation service telling where to recycle the capsules - Advices on “Which capsule should I drink today” - Link to the Nespresso website.
Free for the Club members
Network Involvement
> Align the service with the modernization of our target habits
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The Website
SwitzerlandandFrance
Therestoftheworld
> Nespresso needs to modernize its website. > Lack of image consistency.
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The Website
As the first place to get information about the brand, the website has to reflect the brand value of high quality services.
The new version of www.nespresso.com would be:
- One unique platform - Adapted to the Star Campaign - Gathering all the different Nespresso platforms under one unique website - Fluent and impactful
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Network Involvement Viral Video Contest
Latte is an Art
Create your own latte piece with Nespresso coffee. Upload it.
Contest launched through a Nespresso video platform linked to You Tube.
The winner will be the one most viewed.
Prizes: 1 Nespresso Citiz and Milk + 1 year of free capsules for the First;
the 4 followers will receive a Citiz and Milk.
> Get involvement from people on a project that will link them to the brand
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A Global Event Ricardo Bellino International Exhibition: - The exhibition is passing through the biggest
capitals in the world.
- It’s a participative action at international scale, using the recycled capsule for a valuable good: Art.
- Founds donate to the Rainforest Alliance.
> Glorification of the star product
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The Club 6 millions of members Maintain relationships between the brand and its consumers. The Club reinforces the customer loyalty and it is a great mean to gather new consumer.
City Gathering A Club Rendez-Vous // Twice a year Tasting new products // Cooking Class // Inform about the recycling program.
Announcement will be done through a Newsletter. Direct link to the Facebook Event Page
> It highlights brand potential and enables Nespresso to enhance the consumption of coffee.
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The Club The Golden Capsule Worldwide Contest in 2012 Find the 5 Golden Capsules, one for each continent. The prizes: one week Voyage
To promote this event, we need to create a dedicated media campaign, PR actions, design a special newsletter, inform the sales force…
The Eco-Club Offering free coffee cups for Christmas with green logos instead of brown. It helps conjuring up ecology and demonstrates implication in ecological issues to the
members network.
> Considers the customer as part of a big family which helps developing the feeling of pride.
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Linking the AAA program Giving 5% of a machine total price to the Club to the AAA program. Giving information about many families in the world they helped thanks to
Nespresso. Relay the information thanks to personalized brochures.
> Capitalizing on the AAA program to recenter the consumer and insure Nespresso’s brand good promotion.
The Club
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B to C answer to green concern
Using new media to inform and reassure the “green worried” consumer about the fact that Nespresso is concerned by ecological issues such as sustainable development.
- A “Cause” on Facebook - The update of the AAA sustainable
development programme on Twitter - The pictures of the exhibition on Flick’R - Participative blogs and forums hosted
on the Nespresso Website
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Green B to B Capsule Trash
• Close to the Nespresso machine in professional environment. • Every month a Nespresso employee comes and collects. • As soon as your firm is composed of 20 employees or more, you will
obtain the service for free. • Companies will receive special discount for ordering coffee.
> Positive initiative giving a good image of brands to the intern and of Nespresso.
> Maintain the cycle of consumption.
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Marketing Communication Media
Mass consumption media
News
Environment Media
Life Style and Decoration Media
Press Relations Press kit to announce
the new campaign.
Press Release focused on Ecological News
and Day to Day news about the strong points of the
campaign.
> Support the campaign through a complete media visibility
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Sponsoring
TV Billboards: Vintage TV Shows like Mad Men: in complete adequacy with the “Reference
Campaign” + international diffusion (North America, Europe, Asia)
Upscale Entertaining Programs: Le Grand Journal, Larry King Live, in order to associate Nespresso to TV references.
> Link the campaign with a reference programs. > Insist on the creative identity.
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Partnerships Sports
Nespresso is and has to remain the coffee provider of incontrovertible sport events:
Art
NespressoalreadysupportsmajorCinema‐relatedevents,butwecanbroadenthebrandperspec/ves,focusingalsoonContemporaryArt.
Design
TheNespressoDesignContestisagreatopportunityfortalentedstudentsinEurope.NespressocanalsobenefitsfromlocalDesignFair.
Food
Topromotegastronomy,Nespressoispartnersofhighscaleevents.
TomeetourInterna@onalisttargetweplantoexpandpartnershipto:
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Adapting Asia to Coffee Culture
Asiatic populations traditionally drink tea.
Through globalization the consumption of coffee is spreading (e.g: Starbucks)
A niche market exists
Nespresso Bar Openings
Comfortable and welcoming bars, located dynamic and central places of the city.
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B to B > B to C Workplace
- Influential firms Transportations
- Airports lounge, Airlines - High Quality Rail companies
High class Hotels / Restaurants Cultural Life
- Opera, theatre, cinema Consumption points
- High Class automobile brands
Media consumption > Media strategy.
By global B to B parternships,
Nespresso will be present
at every moment of the day
of its B to C target.
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2010 Planning Jan Fev Mar Avr. Mai Juin Juil Aoû Sep Oct Nov Déc
MEDIABillboardsPrintTVCinema
BELOW THE LINEPR LaunchPublic RelationsIphone app.Latte Art ContestRicardo BellinoNespresso bar openingsDesign ContestSponsoring BillboardsArt PartnershipsSports PartnershipsFood Parterships
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Global Budget: 9M€ for 3 years
Media
Below the line
Cinema - 15%
Print - 30%
TV - 55%
New Media - 8%
Art and DesignContests - 10%
PR - 20%
Sponsoring - 15%
Partnerships -22%
Bar Openings -25%
30% Below The Line 70% Media
Media Below the line