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Strategic Message Planner: NespressoAdvertising Goal: To persuade the hard-working person that Nespresso is a luxury item, and they deserve that luxury as a reward of their hard work.Client: Key Facts Nestle Nespresso SA of Lausanna, Switzerland produces espresso drinks along with espresso machines. In 2013, Nespresso celebrated their 10th anniversary of the AAA Sustainable Quality Program which provides a positive impact for farming communities. Official Coffee to the 34th America’s Cup, Nespresso celebrated their ten-year engagement with the world of sailing.In 2011, Nespresso was awarded the Red Dot Award: Product Design for the Pixie machine.In 2013, Nespresso’s overall sales reached $10.8 billion.Nespresso and Pur project were able to plant over 370 trees in Columbia. Nespresso is present in more than 76 countries. Product: Key FeaturesNespresso enables anyone to create the perfect cup of espresso coffee, just like a skilled barista. A single pod serving size contains 5.5g of espresso, each pod averages around or less than 2 calories per pod. Nespresso offers over 34 different flavors and roasts of espresso. One sleeve of Nespresso pods (10 pods) costs $10 pretax and shipping.Nespresso also offers variety packs of pods depending on consumers favorite taste of espresso. What is the purpose of the product? The purpose of Nespresso is to offer everyday consumers a luxury level cup of espresso coffee they are able to achieve in their own home. Nespresso also offers a healthier and more time efficient alternative to avid coffee lovers. What is the product made of?A Nespresso pod consists of Central American Arabica coffee grounds and are typically split roasted. There are other Nespresso pods that offer different roasts and blends of espresso flavor based on consumers taste. Some offer hints of vanilla, cinnamon, and roasts such as full-bodied, mild, or light and sweet. Who and What Made and Distributed the Product? Nespresso SA was founded in Switzerland and manufactured by Aerolux. Nespresso debuted in the United States in 1994. There are over 700 boutiques worldwide that offer customers an in-store experience. Each pod is made up of 76% recycled products that are sealed, and can only be opened when inserted in a select Nespresso machine. Majority of Nespresso pods are sold through online retailers, along with their brick and mortar locations. Target Audience: Demographics and Psychographics: The target audience for this advertisement would be both male and female, ranging from ages of 25-60. Our target audience would be avid coffee consumers who are looking to invest in an alternative that can offer them luxury espresso drinks at their convenience. Nespresso is also a more cost-efficient alternative, along with a healthier option than espresso drinks offered at coffee shops. According to a report from MoneyMatters, millennials are spending more money on coffee than retirement plans. The average American spends $1,100 on coffee per year. The average age of the target audience would be 30-35 with an average income of $60,000. This is an important age to target due to the fact that they are still young enough to invest in luxuries such as coffee, where as someone around 60 or older, would see it as a waste of money, and prefer a plain coffee pot. This age group is also likely new homeowners, or recent college graduates who appreciate the value of their hard work and like to gift themselves new items. This age group could also be newly married and beginning to start a family. Majority of this age group is in the workforce, who will likely spend more money on the convenience factor that Nespresso offers. The average person does not have time every morning to go to a nearby coffee shop on their way to work. Members of this target audience may not have a lot of free time, and if they do, they don’t want to spend it waiting in line at coffee shops. This particular age group is much more open to spending a little more money in gourmet or luxury foods and drinks. This is a very ideal age group for the Nespresso products because these adults are going to be more open to trying new and maybe expensive products more than others. They will have recently received a yearly salary, and have more of a budget to afford items. These ages of adults really value their hard work and/or education, and are more likely to spoil themselves with items such as Nespresso.Product Benefits: Nespresso’s products offer luxury espresso drinks and machines straight from the cafe into your home. Nespresso drinks are easy to prepare and are ready within less than a minute; no waiting in lines at coffee shops.Nespresso machines are simple but can be spruced up with add-ons such as milk frothers and technology that can read your favorite Nespresso pods. Nespresso drinks are also a healthier alternative from your favorite espresso drinks, averaging 2 calories per pod.Direct Competitors and Brand Images:Keurig An average box of Keurig pods contains 16 pods which averages around $12-$13, making each pod .75 cents. There are hundreds of different companies that produce their own K-Cup pods, which can be overwhelming when trying to find one pod you like. Although it may be a cheaper alternative, the packaging is not environmentally friendly, and most empty k cups end up in landfills. The plastic used to make k cups has tested positive for estrogenic activity. Starbucks This competitor offers clients a full drink and food menu. They also offer specialty and seasonal drinks.Starbucks offers a loyalty program for customers that include free drinks or food items along with a complimentary birthday drink.According to , the average college student spends $300 a semester at Starbucks.It is not an affordable option for the average coffee drinker. The process of ordering and receiving your drink can be a tedious process, including waiting in lines inside and in a drive thru. Local Coffee Shops May be able to offer customers a more personal experience.Coffee shop prices can vary based on the geographical location and popularity of the coffee shop. Local coffee shops may have a limited menu and not a huge variety of drinks.More popular coffee shops will attract a larger crowd, making the process of obtaining a drink quite a process. Indirect Competitors and Brand Images:Overall price of Nespresso Machine and Accessories Some of the target audience may think Nespresso is considered a luxury, and simple coffee machines are a more realistic and affordable option. Some of the target audience may not think it is worth the overall investment.Obtaining a Nespresso Machine, Pods, and Accessories Some of the target audience may think the process of ordering and waiting for the Nespresso machine is not worth it, based on how much it costs.Since most of Nespresso’s sales are done online, some may find it inconvenient. Some of the Nespresso boutiques are not in central locations, and many customers would have to travel to the nearest boutique. Product Brand Image: Current Brand Image: Nespresso customers believe the machines perform well, are durable machines, and the overall quality of the espresso makes for a perfect cup of coffee. Desired Brand Image: Nespresso will offer customers a cafe quality espresso drinks, and will assure customers that it is worth the investment. Brand Image Challenge: Nespresso AAA Sustainable Quality Program hopes to expand their operations to Ethiopia, Kenya, and South Sudan. Through assisting farmers to attain certification standards through a long-term partnership. Strategic Message: The Promise Nespresso’s promise to customers is to depend on reliable sources for the highest quality of coffee for their consumers. Supporting Evidence: The TruthNespresso pods are made from recycled material.Nespresso offers over 34 flavors for all customers different coffee preferences. Nespresso promises customers their coffee comes from a reliable source and their main focus is on quality of their products. Green coffee experts select the highest quality beans, and are sourced from the finest coffee producing regions. ................
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