Nespresso

Nespresso
Marketing Management
Contents
Introduction
Environment
Target Market
Marketing Goal
Marketing Plan
Conclusion

1. Introduction: Nespresso S.A
Created in 1986
Launched in Korea in 2007
1. Introduction: Nespresso S.A
Holding Company: Nestle
“The World’s leading Nutrition, Health, and Wellness Company”
1. Introduction: Nespresso S.A

Vision
The Luxury icon for perfect coffee worldwide through super premium brand image

1. Introduction: Nespresso S.A
Improving Profits worldwide

*Attractive designs
*Easy to use machines
*Personalized service
But in Korean market
market share is still low
1. Introduction: Nespresso S.A
By 2012, espresso market expected to expand to 40 % of whole coffee market
→High
Industry
Growth
1. Introduction: Nespresso S.A

Objective
Make Nespresso into a star business with both high industry growth Market share

1. Introduction: Nespresso S.A
only 5 boutiques in Korea
Cafe Nescafe:
Sell coffee
but not machines capsules
....

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