Marketing Mix - Nespresso

Marketing Management

MARKETING-MIX

• • The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4P’s make up a typical marketing mix - Price, Product, Promotion and Place.

THE 4 P’S

• Product:

• Product is the actual offering by the company to its targeted customers which also includes value added stuff. Product may be tangible (goods) or intangible (services). • Product Life-Cycle; • Packaging;

• Brand;

THE 4 P’S

• • Price: It’s what is given in exchange for purchasing a product or service. Expressed in monetary units, it represents the amount that is paid by the consumer to receive all the benefits provided by the product. • Market penetration

• Market Creaming or Skimming

THE 4 P’S

•

•

Promotion:

Includes all communication and selling activities to persuade future prospects to buy the product. • Personal Selling; • Sales promotion;

• Press Release;

• Advertising;

THE 4 P’S

• Place:

• Is where exchanges take place between producers and consumers. Involves logistics and distribution, which make the product accessible to consumers;

PRODUCT

• The product that Nespresso offers is a quality coffee, so that their customers can enjoy an unparalleled experience, with a coffee of excellence.

PRODUCT

• Packaging:

• Primary packaging; • Secondary packaging;

• Tertiary packaging;

PRODUCT

• Brand: Nespresso is a sub brand of the well-known Nestlé.

PRICE

• Nespresso products are relatively more expensive due to the image of your product, as it intends to spend a luxury image, justifying their quality/price relationship.

Product

Machines Capsules

Price (€)

99,99€ - 599,00€ 0,375€ - 0,425€

PLACE

• Physical distribution;

• Services; • Distribution channel;

Producers

Retailers

Consumers

PROMOTION

• • Nespresso uses mainly the television as a medium of communication, to achieve large targets. The company also bet on...