Outline

01
Ristretto

02
Macchiato

03
Lungo

04
Espresso

INTRODUCTION
Coffee as a lifestyle

Where are we now?

State of play
Challenges

How to proceed?
Strategy
Indicators of success

What should we do?

01 RISTRETTO: Introduction

Coffee is more than a drink

Experience

Lifestyle

Community

01 RISTRETTO: Key Success Factors

Key Success Factors

Price/
Quality

Brand

Sales

Targeting

Customer
Relationship

01 RISTRETTO: The Nespresso Trilogy

Best in Cup Quality

Premium brand identity
Best-in-Class service
Coffee as a degustation

Outline

01
Ristretto

02
Macchiato

03
Lungo

04
Espresso

INTRODUCTION
Coffee as a lifestyle

Where are we now?

State of play
Challenges

How to proceed?
Strategy
Indicators of success

What should we do?

02 MACCHIATO: Customer Analysis

Coffee Aficionados

25-45
High disposable income
7+ cups/week
Busy
Health-conscious

Seeking a moment

02 MACCHIATO: Customer Journey

NEureka!
Action
Desire
Interest
Awareness
Advertising
Tasting
Website/store

Boutique visit
Trying range

Explore capsule
range
Learn about
membership
advantages

Purchase
machine and
pods
Join Nespresso
Club
Taste new
flavours

02 MACCHIATO: Consumer behaviour

02 MACCHIATO: Competitor Analysis

Price

Quality

02 MACCHIATO: SWOT
Strengths
Lifestyle brand
Variation
Growing market
Intense customer
contact
Opportunities
Club
Brand Collaboration
Ethical business
Brand extension

Weaknesses
Patents
Price perception
Customer
preferences
(Flanders)
Threats
Compatible pods
Out-of-home

Quality

02 MACCHIATO: POP and POD

Points of
Parity

Points of
Difference

Technical
aspects of
machine
Price-range

Price
perception
Lifestyle brand
Variety
Quality
Sustainability

03 Lungo: Strategy
01
Ristretto

02
Macchiato

03
Lungo

04
Espresso

INTRODUCTION
Coffee as a lifestyle

Where are we now?

State of play
Challenges

How to proceed?
Strategy

What should we do?

03 LUNGO: Strategy

Focussed diferentiation
1.
2.
3.
4.

Create Lungo habit

Diversify distribution network
Limited Collections
Wholesome Club experience

04 Espresso: Recommendations
01
Ristretto

02
Macchiato

03
Lungo

04
Espresso

INTRODUCTION
Coffee as a lifestyle

Where are we now?

State of play
Challenges

How to proceed?
Strategy

What should we do?

Strategy
Indicators of success

04 ESPRESSO: Recommendations
1. Create Lungo habit
Similar to gin-tonic trend
Icon -> Flemish Clooney
Class
Longevity
Recognizable

04 ESPRESSO: Recommendations

1. Create Lungo habit

Matthias Schoenaerts

04 ESPRESSO: Recommendations

1. Create Lungo habit

Matthias Schoenaerts

04 ESPRESSO: Recommendations
2. Diversify distribution
network
Pop-up shops
Food trucks
Tupperware parties
-> Bring boutique
experience to consumer

04 ESPRESSO: Recommendations
3. Limited Collections
Mass customisation
In partnership with coffee someliers

04 ESPRESSO: Recommendations
4. Wholesome Club Experience
Coffee workshops
Tasting with sommeliers
Barista of the year-awards

Questions?