Sebastiaan Debrouwere - Nespress Pitch

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Outline

INTRODUCTIONCoffee as a lifestyle

Where are we now?State of play

Challenges

01Ristretto

02Macchiato

03Lungo

ow to !rocee"?Strategy

Indicators of success

0#$s!resso

What shoul" we "o?

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01 RI%TR$TTO& Intro"uction

Co''ee is (ore than a "rin)

Experience

Lifestyle Community

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01 RI%TR$TTO& *e+ %uccess ,actors

*e+ %uccess ,actors

Brand Price/

Quality

Targeting

Customer

Relationship

Sales

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01 RI%TR$TTO& The Nes!resso Trilog+

Best in Cup Quality

Premium !rand identity Best"in"Class ser#ice

Co''ee as a "egustation

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Outline

INTRODUCTIONCo''ee as a li'est+le

Where are we now?State of play

Challenges

01Ristretto

02Macchiato

03Lungo

ow to !rocee"?Strategy

Indicators of success

0#$s!resso

What shoul" we "o?

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02 M-CCI-TO& Custo(er -nal+sis

Co''ee -'iciona"os

$%"&%

'igh disposa!le income () cups/*ee+ Busy 'ealth"conscious

See+ing a ,moment-

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02 M-CCI-TO& Custo(er .ourne+

N-Eureka!

Awareness• Advertising• Tasting• Website/store

Interest• Boutique visit• Trying range

Desire• Expore apsue

range• "earn about#e#bers$ipadvantages

Ation• %ur$ase#a$ine andpods

• &oin Nespresso

'ub• Taste new(avours

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02 M-CCI-TO& Consu(er /ehaiour 

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Price

Quality

02 M-CCI-TO& Co(!etitor -nal+sis

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%trengths Lifestyle !rand .ariation ro*ing mar+et Intense customer

contact

Quality

02 M-CCI-TO& %WOT

Wea)nesses Patents Price perception Customer

preferences

01landers2

O!!ortunities Clu! Brand Colla!oration Ethical !usiness

Brand extension

Threats Compati!le pods 3ut"of"home

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02 M-CCI-TO& O an" OD

Points ofParity

Points ofDierence

 Te$niaaspets o)#a$ine

%rie-range

%riepereption "i)estye brand *ariety +uaity ,ustainabiity

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03 Lungo& %trateg+

INTRODUCTIONCo''ee as a li'est+le

Where are we now?State of play

Challenges

01Ristretto

02Macchiato

03Lungo

ow to !rocee"?Strategy

0#$s!resso

What shoul" we "o?

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03 LUNO& %trateg+

,ocusse" "i'erentiation

45 Create Lungo ha!it

$5 6i#ersify distri!ution net*or+75 Limited Collections

&5 8holesome Clu! experience

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0# $s!resso& Reco((en"ations

INTRODUCTIONCo''ee as a li'est+le

Where are we now?State of play

Challenges

01Ristretto

02Macchiato

03Lungo

ow to !rocee"?Strategy

0#$s!resso

What shoul" we "o?Strategy

Indicators of success

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0# $%R$%%O& Reco((en"ations

1 Create Lungo ha/it

Similar to gin"tonic trend Icon "9 1lemish Clooney

Class Longe#ity Recogni:a!le

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0# $%R$%%O& Reco((en"ations

Create Lungo ha/itatt$ias ,$oenaerts

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0# $%R$%%O& Reco((en"ations

Create Lungo ha/itatt$ias ,$oenaerts

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0# $%R$%%O& Reco((en"ations

2 Diersi'+ "istri/utionnetwor)

Pop"up shops

1ood truc+s Tupper*are parties

"9 Bring !outi;ue

experience to consumer 

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0# $%R$%%O& Reco((en"ations

3 Li(ite" Collections

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0# $%R$%%O& Reco((en"ations

# Wholeso(e Clu/ $4!erience Coffee *or+shops Tasting *ith sommeliers ,Barista of the year-"a*ards

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5uestions?