Nespresso

COMPANY PROFILE:
History of the Brand through to current
l Nestle was established in the year 1866 in Switzerland by Henri Nestle

l Nespresso began on the year 1986 with a simple idea of allowing anyone to simply create the perfect cup of espresso coffee

l Nespresso means Nestle Espresso

l Known as the worlds largest food and beverage company

l In the year 1970 Nestle was able to begin their domination in the market with their brand idea of instant coffee



COMPANY STRUCTURE:
(Management hierarchy, employees, company mission & goals)Nespresso Vision

“To be preferred and respected as the leading quantity coffee company for portioned coffee and become the icon for perfect coffee worldwide.”



MISSION

“A passion for quality, innovation and service excellence”


GOALS


l To create the highest quality coffees


l Create long-lasting consumer relationships


l Create sustainable business success



Management Hierarchy










Target Market


l Mixture of youth, corporate, diplomatic and family.


l Major coffee shops


l Hotel and Conference Center


l Different corporate offices


l Main target is the socio-economic class, which is the company wide target


l Income level – upper class and elite class income segment



Customer Demographic









Product Categories
(Look and feel of branding collateral in relation to typography, signage, website, advertising layout and so on)


Nespressos product range is towards high class premium.


Nespressos brand idea is quite unique in comparison to any other brand. As There products of the espresso capsules range in quite a lot of colours. This highly presents to the consumers what Nespresso is about and how there are a variety of flavours, this makes the brand very appealing and catching to the eye.


By looking at the signage of the store as well as on the products there is a strong attraction, allurement or in other words temptation towards the brand itself. I believe that the brand especially being in brown hints a feeling of warmth, and can immediately draw a smell of caffeine, creamy to consumers just by the look of it. This is what makes Nespresso a successful brand, and become known widely especially by its signage and that is aesthetically eye catching as it is the very first thing a person will look at to be able to decide whether they will come into the store or not, and what makes it different to any other coffee store.


Current Interior Plans and Spaces
(Brief description of the current floor/shop/selling/showroom set-up, photos, floor plans)

Outside view (Level 2)


l The exterior of both levels of the store is made out of simply clear glass. This has been done due to the product being a drink, it should be appealing since aesthetics is the very first thing a person will look at, which will catch their attention. Consumers will walk by and want to know what is so different about this in comparison to any other coffee, and so the use of the clear glass windows allows them to get an insight of the interior of the store.

l Cashier – looks like a mini bar with all the capsules displayed colourfully behind the counter.

l Lighting above the cashier is a big pendant, with the bottom being similarly shaped like a coffee cup, this is to emphasise on what the store is, what the brand focuses on.

l Olfactory – from the outside of the store, there is a bit of a coffee smell, however it isn't too strong, this is a great marketing strategy way as it sort of portrays to the consumers passing by the store temptation.

l Along the staircase going up to the second level, there are colourful changing lights.


l The shelving and wall along the elevator is brown timber which reflects on the brand itself and its main colour of brown and white.