Nespresso Branding

Global Brand Building

MFM_01/11

Table of Content

Introduction 3

1. Structure 3

2. Entry Modes to China 3

2.1 Choosing the right Approach 3

2.2 Standardized or Adapted Marketing Program 5

3. Cross Fertilizations B2B and B2C 6

3.1 B2B vs B2C 6

3.2 Fertilizations B2C 7

3.3 Fertilizations B2B 7

4. Emerging vs. Mature Market 7

4.1 Demographic Gaps 7

4.2 Leisure Activities 8

4.3 Psychological Differences 8

4.4 Price Issue 8

5. Organize Global Marketing 9

The 4 P's 9

5.1 Place: Marketing Channel on the Spot (Flag Ships) 9

5.2 Place: Marketing Channel inside the Spot (Retail Space) 10

5.3 Promotion: Marketing Channel (Direct) 10

5.4 Promotion: Advertising 10

5.5 Product: 11

5.6 Price: 11

6. Conclusion 12

6.1 Patents 12

6.2 Ecology 13

6.3 Media Marketing Channel 12

Sources 13

References 13

Annex I 13

Introduction

The aim of this report is to investigate the Nespresso case in a Global content and accordingly

* to evaluate entry modes to China

* to extent of the marketing programs in China (Standardized or Adapted)

* to check cross fertilizations B / B and C /C

* to emphasize the difference of emerging vs. mature markets

* to show how Nestle does organize Global Marketing

Structure

Chapter 2 provides a short introduction……………………………………...

Chapter 3

Chapter 4

Chapter 5

And finally a conclusion is provided in Chapter 6.

Entry Modes to China

Choosing the right Approach

Working in an international context has a definite impact on the existing strategy and organization of a company. Structures therefore need to be modified to meet the needs of a new market. There are various...