Case

Nespresso All the finesse of highly skilled marketing [pic] Danielle Castagnoni Euromed-Marseille Ecole de anxiety 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- cocoa consumption Coffee become one of the most hot drinks in the world. much than than 1.5 billion cups are drunk, every day, worldwide.

It is no longer uniquely used as a stimulant, and « personnel casualty out for a coffee » has become synonymous with easy meetings or social occasions. Nevertheless, coffee is facing stiff challenger from other drinks. over the last 30 years, one bathroom observe that non-alcoholic balmy drinks fox become much more successful, peculiarly with junior consumers, and coffee consumption among young spate has declined importantly. This is not particularly surprising when one sees the advertising campaigns that have been developed by the soft drinks companies , whose communication budgets are significan! tly higher than those of the coffee companies. . Furthermore, current trends which emphasise paying wariness to ones well-being and health tend to favour the consumption of supposed 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 want to get a full essay, order it on our website: BestEssayCheap.com

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