Submitted by: Submitted by albatranih
Views: 677
Words: 3190
Pages: 13
Category: Business and Industry
Date Submitted: 04/18/2012 04:33 AM
Nespresso's strategy
Table of contents
Introduction
I- Presentation
A- Brief company & product overview
1- Key figures
2- Concept & product
B- Strategy
1- A specific segmentation
2- A differentiation from competitors through positionning
II- CRM tools
A- The “Club Nespresso”
1- A product quality valuing organization
2- A specialized communication
3- The Nespresso Boutiques
B- Technical assistance and other tools
1- Technical support
2- Nespresso specific distribution channel
3- Data mining and data warehouse Tool : Calleo
III- Critics and recommendations
Is Nespresso performing an over-extensive CRM?
Prevent a “spied-feeling“ from customer
Reconsider the targeting?
Ensure a profitable CRM
Use technology to offer rental service
Use more phone contacts
Develop Nespresso BtoB activity
Conclusion
References
Introduction
How Nespresso made it to turn a basic product into a luxury one through its CRM strategy?
Drinking coffee is such a common habit that brands always offered all the elements to enjoy this beverage at home; the coffee, the machine, the filters… As a result, the quality and taste can never constant and the best way to appreciate a high quality coffee was in a bar or restaurant, equipped with professional machines.
Nespresso nevertheless decided to open access to premium coffee experience at home… A strong concept, a relevant positioning supported by an exemplar CRM strategy leaded the brand to success.
So we will first present the concept, then analyze the key elements of the strategy and try to foresee threats to finally develop recommendations.
I- Presentation
A- Brief company & product overview
1- Key figures
Nespresso is a branch of Nestlé, Swiss company, global leader of the food industry. Created in 1989, Nespresso creates a new image of coffee; premium quality product, offering intense moments of pleasure and comfort. The growth is the most important of the...