II. Presentation of Nespresso
A. Market environment
B. Brand and harvest-home descriptions
C. Marketing system analysis
III. Marketing mix analysis
D. Product, price, promotion and place
IV. Communication strategy
E. The Nespresso Club
F. Other manner of communication
G. Brand identity and values
V. Synthesis and recommendations
VI. Conclusion
VII. Bibliography
Nepresso Enterprises
Coffee is not sound a hot drink that wakes us up in the morning anymore. It is becoming a moment of pleasure and relaxation. I have chosen to analyze a brand, Nespresso, that drives luxury with a product basically considered as a consumers severe: coffee. Therefore, we ask ourselves several questions: how Nespressos communication has been evolving? What is its current merchandising strategy? What can we recommend them? For the first time, I go out present you the company through its products and its brand, and also its marketing strategy. Then, I will introduce the marketing mix of this company to be able to understand the way it works. Finally, to answer the main business of this assignment, I will deal with Nespressos communication in the third part.
Coffee, surnamed green gold, is a forage product that has become indispensable nowa eld. Indeed, it is the first agricultural commodity interchange in the world and the second commercialized raw square (behind oil and wheat). This represents 4% of the world trade in food products. It can be consumed all day long: in the morning at breakfast, later on lunch, at breaks during the working days and even at night for some people, especially after a meal with family or guests. More than just a product, it has become a ritual, a custom, a habit. However, despite a regular consumption of coffee, its market is in crisis mainly because of its price, which keeps fall….
Thanks to the strategy analysis, we first noticed that Nespresso...If you want to do a full essay, order it on our website: Ordercustompaper.com
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