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Nespresso Marketing Plan

Autor:   •  October 9, 2015  •  Business Plan  •  2,665 Words (11 Pages)  •  1,450 Views

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Project Report

 Nespresso marketing plan (60%)

Commissioned by and prepared for:

Principles of Marketing Management

B.A/ (Hons) Business and Management

University of Northampton, United Kingdom

April 2015 module

Tutor: Dr Adrian Liew

By:

       Satveer Dhillon (UON ID: 15400105)

Executive summary

There is an opportunity for Nespresso to improve its sales over the next three years. Nespresso at the moment is only selling their espresso capsules online or in one of there three boutiques in New Zealand. The machines using these Pods are however sold in over 290 retails around New Zealand. So why not ask these retails to sell the capsules too? Doing this, will stop the customers from buying Pods from the competitors that are compatible with Nespresso machines

Table of Contents

Executive summary        

Background        

Machines        

Capsules        

Capsule recycling        

Situational analysis        

PEST Analysis        

Economic factors        

Socio-cultural factors        

Political factors        

Technological factors        

SWOT Analysis        

Strengths        

Weaknesses        

Opportunities        

Threats        

Competitors Analysis        

Marketing strategy        

Target market        

Positioning        

Target market        

Product positioning        

Product line        

Price        

Communication        

Sales force        

Advertising        

Sales promotion        

Synchronous        

Research and development        

Marketing research        

Marketing mix        

Product        

Price        

Place        

Promotion        

Implementation and control        

Conclusion and recommendations        

Background

The Swiss company Nestle launched Nespresso back in 1986. Nespresso system concept was a Swiss coffee inventor and pioneer Eric Favre’s idea. The company has ever since grown significantly. Nespresso has managed to have an annual growth rate of 30% since the year 2000. Today, Nespresso is available in more than 50 countries and sales are around US$ 1.7 billion a year (Kotler & Armstrong , n.d.).

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