A successful marketing strategy consists of satisfying consumers’ needs, creating value, and retaining customers. In this part, we will evaluate the marketing mix of Nespresso and how it applies and impacts the consumer decision-making process in five stages (Engel, Blackwell and Kollat, 1968).
Stage 1: Need recognition:
The need recognition is the first and most important step in the buying process. Nespresso is not only selling its coffee, selected capsules and innovative machines, but also creates a unique and excellent coffee experience that everyone wants in their home.
In its TVC advertisement, Nespresso identifies and satisfies consumers’ needs. Firstly, it shows product shot to arouse consumer’s functional and actual need of its …show more content…
Festival Walk, IFC, Land Crawford & Elements. As Nespresso coffee machine is a lifestyle product, the trendy in-store decoration maintains the key sophisticated brand image, the black and brown colour tone of boutiques reminds you the elegant, professional coffee provider image of Nespresso. Besides, Nespresso engages all the senses in its sensory brand marketing. A customer who enters Nespresso boutiques will hear the relax background music and smell the aroma of the capsules coffee. Consumers will have the unique shopping experience. They can enjoy unique museumesque atmosphere in the boutique, all stylish Nespresso machines will be displayed in the “Machine Gallery” and you can taste in the “Tasting Area”, learning and making an informed purchase. It not only situates the brand professionalism and grabs consumers’ attention, but also enhance the extrinsic cues when they determine the quality of its …show more content…
to launch some seasonal sales or special offers for members as fixed-interval reinforcement. Also, to provide efficient customer support to their customers, e.g. Nespresso will collect the malfunctioned machine from your home and loan you a machine until yours is fixed free of charge, this attentive services will minimize the dissonance and turn it into positive experience. Moreover, Nespresso Club launched the societal marketing concept in their The Positive Cup program, it incorporates ambitious goals in the areas of coffee sourcing and social welfare; aluminium sourcing, use and disposal and resilience to climate change. It shows Nespresso continuous support to environmental sustainability and integrating social responsibility into their business model so as to improve the welfare of coffee
Stage 1: Need recognition:
The need recognition is the first and most important step in the buying process. Nespresso is not only selling its coffee, selected capsules and innovative machines, but also creates a unique and excellent coffee experience that everyone wants in their home.
In its TVC advertisement, Nespresso identifies and satisfies consumers’ needs. Firstly, it shows product shot to arouse consumer’s functional and actual need of its …show more content…
Festival Walk, IFC, Land Crawford & Elements. As Nespresso coffee machine is a lifestyle product, the trendy in-store decoration maintains the key sophisticated brand image, the black and brown colour tone of boutiques reminds you the elegant, professional coffee provider image of Nespresso. Besides, Nespresso engages all the senses in its sensory brand marketing. A customer who enters Nespresso boutiques will hear the relax background music and smell the aroma of the capsules coffee. Consumers will have the unique shopping experience. They can enjoy unique museumesque atmosphere in the boutique, all stylish Nespresso machines will be displayed in the “Machine Gallery” and you can taste in the “Tasting Area”, learning and making an informed purchase. It not only situates the brand professionalism and grabs consumers’ attention, but also enhance the extrinsic cues when they determine the quality of its …show more content…
to launch some seasonal sales or special offers for members as fixed-interval reinforcement. Also, to provide efficient customer support to their customers, e.g. Nespresso will collect the malfunctioned machine from your home and loan you a machine until yours is fixed free of charge, this attentive services will minimize the dissonance and turn it into positive experience. Moreover, Nespresso Club launched the societal marketing concept in their The Positive Cup program, it incorporates ambitious goals in the areas of coffee sourcing and social welfare; aluminium sourcing, use and disposal and resilience to climate change. It shows Nespresso continuous support to environmental sustainability and integrating social responsibility into their business model so as to improve the welfare of coffee