Case

Nespresso All the finesse of highly skilled marketing [pic] Danielle Castagnoni Euromed-Marseille Ecole de steering Tim White Euromed-Marseille Ecole de Management May 2008 Contents I.The java market3 A. drinking chocolate consumption3 B.coffee prices3 C. coffee developing and different types of coffee4 D.the French market4 1.Market section4 2.coffee distribution 6 3.pricing7 4.branding policies8 5.consumer expectations9 6.coffee bars9 II.NESTLE10 A.The group10 1. taradiddle10 2.Philosophy10 3.The logo11 B.Nestlé France12 III.Nespresso13 A.History13 B.The logo13 C.The system14 ASSIGNMENT15 1.SWOT analysis15 2.dodge and marketing mix at Nespresso15 Appendices16 Bibliography20 1. The coffee market A- drinking chocolate consumption Coffee become one of the most democratic drinks in the world. more than th an than 1.5 billion cups are drunk, every day, worldwide.

It is no longer uniquely used as a stimulant, and « departure out for a coffee » has become synonymous with light meetings or social occasions. Nevertheless, coffee is facing stiff opposition from other drinks. over the last 30 years, one gouge observe that non-alcoholic balmy drinks nurse become much more successful, peculiarly with junior consumers, and coffee consumption among young heap has declined significantly. This is not particularly surprising when one sees the advertising campaigns that have been developed by the sof t drinks companies, whose communication budg! ets are significantly higher than those of the coffee companies. . Furthermore, current trends which emphasise paying guardianship to ones well-being and health tend to favour the consumption of so-called healthy drinks which are beneficial for the body such as fruit juices and mineral waters. However, these different trends seem to have stabilised, and...If you take to get a full essay, order it on our website: BestEssayCheap.com

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