nespresso content strategy

Content

●  Introduction ●  Market Overview ●  Business Model ●  Business Objectives ●  Brand Differentiation ●  Customer Segmentation ●  Content Development ●  Project Scheme ●  Deployment Plan

Introduction

Market Overview Coffee  Machines  in  Hong  Kong  

✓ Sales  income:  USD9.3  million    

18%  

✓ Sale  volume:  37,000  coffee  machines  

▪  Filtered  coffee  machine  33%  

▪  Fully  automaDc  espresso  machines  8.1%  

▪  Capsule  coffee  machines  38.1%  

In  the  first  ten  months  of  2013:  

Filtered  coffee  machine  

40%   33%  

90%  7,500   14,100    

24                      30  models   USD105  ~  USD797    

Available  price  range  

Capsule  coffee  machines  

Market Overview

Repertoire  from  key  brands    

Source: COFFEE CULTURE IN HONG KONG CONTINUES TO STIMULATE SALES OF COFFEE MACHINES

Porter’s Analysis

Threat of New Entrants

Threat of Substitutes

Bargaining Power of Suppliers

Bargaining Power of Buyers

Rivalry

Business Model

Business Objective

Building a socially responsible brand: Reaching 75% recycling rate of capsules in Hong Kong

Profitability Revenue objectives: increasing annual sales of pods and capsules by 50 percent with emphasis on U and Lattissima model

Increasing Social Media Influence: Achieving 100k+ Like on “Nespresso Hong Kong” Facebook page Achieving 50k+ followers on “NespressoHK” Instagram account

Sophistication, Perfection, Pleasure, Aestheticism, Simplicity

●  Premium product -- “Grand Cru” in jewellery box

●  Premium pricing -- High-end, Luxury

●  Exclusive membership and extensive customer service -- Boutiques, Coffee specialists

●  Social responsibility -- Capsule recycling program

Brand Differentiation

Customer Segmentation

●  Offices ●  Hotels/Restaurants ●  First Class in Airlines/Trains ●  Hospitals ●  High-end Events/Banquets ●  Private Clubs ●  Luxury Boutiques

In-home Business

●  30 and Above ●  Middle and Upper Class Epicureans ●  Quality and Style Conscious ●  Satisfaction of Self-esteem Need ●  Busy Schedule

Persona

Louie Age: 36 Status: Married Job: Business consultant About Louie Louie is a full-time business consultant with a very tight schedule every day. He makes good money from his job and pursues high life quality. He is a heavy coffee drinker as he often works overtime. Louie’s Goals “I’m a busy man and don’t like to wait for my coffee.” “Premium quality coffee suits me better in a Central work environment”

Persona

Michelle Age: 30 Status: Single Job: Art gallery owner About Michelle Michelle was an art major and she went to college in Italy. She runs her own gallery in HK now. She is an elegant woman of sophisticated taste. Michelle’s Goals “To me, coffee is not just a drink, but a lifestyle”; “I’ like machines of good design because it lights up my room”; “Serving guests a cup of premium coffee tells them about my own taste as an artist”.

Customer Journey Customer Journey

Who’s Next

Microfilm Trilogy

--

ESPRESSO -- Who’s Next

ESPRESSO -- Who’s Next

August/September/October Week 1 (Trailer) Week 2 (Release)

Trailer Video Full Video

Stage Photos Trailer Video

Stage Photos Event News Links to Official Website

Stage Photos UGC (Buzz #Nespresso) Influencer’s tweets

Trailer Video

Stage 1

ESPRESSO -- Who’s Next

November Week 1~2 (Answer Collection)

Event News UGC(Answer)

Stage Photos + Hints

Stage Photos + Hints Event News Links to Official Website

Stage Photos UGC (Buzz #Nespresso) Influencer’s tweets

Online

Stage 2

ESPRESSO -- Who’s Next

November Week 1~2 (Answer Collection)

Offline

Stage 2

Newspaper Entertainment, Culture and arts Section: SMCP, Ming Pao

Press coverage and encourage the audience to match each microfilm with one director.

ESPRESSO -- Who’s Next

November (Behind-the-Scene Documentary)

Online

Answer Announcement

Answer Links to Official Website

Answer Buzz #Nespresso Influencer’s tweets

Stage 3

ESPRESSO -- Who’s Next

November (Behind-the-Scene Documentary)

Offline

Stage 3

●  Outdoor advertising at Elements & Posters in Boutique ●  Media coverage about the documentary premieres and film-making procedure

○  TV entertainment, culture and lifestyle program news report on TVB pearl- Dolce Vita ○  Newspaper: South China Morning Post

NESPRESSO - WHO’S NEXT DOCUMENTARY ●  Date: Early November 2014 ●  Venue: The Grand Cinema, Elements ●  Guests: Moses Chan & Sandy Lam ●  Audience: Participants invited & Nespresso Club Members

「咖啡-環保生活」 � 藝術展 � 

Art Exhibition

ESPRESSO -- Coffee Recipe

ESPRESSO -- Coffee Recipe

CHEN Yanjuan 1155037735

HUANG Qingyi 1155037897

LIANG Weishan 1155036055

LIU Zichen 1155036871

ZHANG Shurong 1155037487