Nespresso (Nestle ) Case Paper Free Essay, Term Paper and Book Report
Problem Statement:
The goal of the Nestle Corporation is to grow Nespresso to Sfr$1 billion in 10 years from the current state of SFR$150 million. This would require a 21% year over year increase. The challenges they face are that Nespresso currently has less than 5% market awareness internationally and less than 1% penetration in the households.
Options Considered:
As a marketing team, many ideas were thrown into the mix in order to reach our goals. An early idea to build our Nespresso brand using word-of-mouth was by starting Nespresso parties. A host of the party would invite friends to her home for a Nespresso experience. At this time, one of our knowledgeable party sales people would introduce the guest to the Nespresso machines, products, and the Nespresso club. The idea of the party would increase the number of product trials and would help promote the brand to the right clientele, however the small number of those guests who would then become buyers made us disregard this idea.
Secondly, we chose not to go down market with the product line. Though the Nesp......
Word Count: 1493
Page Count: 5.9 (250 words a page / double spaced)
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