The 5ps of Nespresso and why do the firm respect the environment

Nespresso

Product :

The Nespresso coffee answers a need: the thirst of the consumer

It also corresponds to a new trend: The coffee capsules market is very trendy and Nespresso released a new range of capsules lately – Vertuo: A brand-new range of capsules that suits big cups (mugs) to drink at any time, any size and anywhere.

Furthermore, Nespresso offers a new experience to their customers with a brand-new machine where every capsule is unique by a barcode (explain what Vertuo is. A new opportunity maybe? A future trend? An innovation?)

Their coffee applies quality imperatives: Part of a program named AAA Sustainable Quality Program (with Rainforest Alliance) and Nespresso has a huge knowledge in the coffee industry, that’s why they name their coffees “Grand Crus”, it is associated to the wine of the highest quality classification.

Their coffees are hand-cultivated in the best regions of the world, then chosen by specialists who merge different coffees to give a unique taste to each Grand Cru. To end, coffees are manufactured in aluminum capsules which keep nearly all the flavors to guarantee a quality coffee to the consumers.

Besides, Nespresso respects the environment and the workers with their AAA Program. They practice fair labor and act in a sustainable way to make the coffee trees and the coffee market last on the long-term. They also recycle their aluminum capsules in their stores and collecting points to produce less greenhouse gases

They have an association with Rainforest Alliance, the non-profit organization.

On top of their products, Nespresso offers a lot of services: a 24/7 coffee specialists service to advise consumers on their coffee selections, a delivery whenever their clients want and wherever they are, a new easy-ordering (clients’ favorite coffees), many Nespresso shops where clients can taste coffees and have a good time being advised on their purchase(s). Many derived products (?) are also available to sell like mugs, accessories designed for the capsules and more.

Then, the Nespresso coffee applies to the product imperatives of the marketing mix.

Promotion:   

The types of promotion that Nespresso uses are: television advertisements (Star endorsement, like George Clooney in Europe or Penelope Cruz in The United States), newspapers, radio and the internet.

Also, the brand uses personalized emails, magazines and exclusive offers to encourage their customers to come back.

Nespresso is exceptional at communication. The aim is to give the customer an impression that he belongs to a privileged club and that he is the “king”.

Nespresso wants to give a branding premium and eco-friendly, that is why the brand has got high investment in advertising.

Place:

Nespresso sells a luxury product so they have to sell the product in specific store in premium areas or on their own website. Nespresso doesn’t sell coffee in supermarkets because it is not consistent with the branding. Nespresso’s shops look like luxury shops (with no prices indicated).

Price:

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