Nespresso

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Become a member FREE STANDARD OR PICK UP POINT DELIVERY■When you purchase 200 or more capsules Limited Edition Variations 2016

All the exquisiteness of Austrian pastries in 3 Limited Edition Variations

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DISCOVER Festive Lungo 5-Sleeve Assortment £15.70

Limited Edition Touch Sleeve Dispenser £27.00

Festive Pure Origin 5-Sleeve Assortment £16.50

Limited Edition Touch Travel Mug £17.00

Milk Chocolate Squares with Crunchy Corn £6.00

Festive Mild 5-Sleeve Assortment £14.90

Limited Edition Pure Lungo Cups £21.00

Orange Flavoured Biscuits £6.00

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Nespresso "What Else?" - Marketing Plan

Eli Hua Jenny Kuei Elaine Lorent Haoran Fan Grace Liu

COMPANY BACKGROUND • Overview (Grace) • Nespresso Analysis (Haoran) • Target Market (Jenny) • Marketing Strategy(Eli) • Action Plan(Eli, Elaine) • Financial Analysis(Elaine) • Measurements(Elaine)

THE COFFEE INDUSTRY • Consumers aged 60 and plus • Consumers aged 40 to 59 • Consumers aged 25 to 39 • Consumers aged 13 to 24

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COFFEE PRODUCTS  Roasted Coffee  Single –Cup Coffee  Instant Coffee  Ready-to- Drink Coffee

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MARKET TREND OF COFFEE • 83% of adults drink coffee in the U.S. • Hispanic Americans have the highest coffee consumption • At-home consumption • Demand for convenience due to fast- paced lifestyle • Increase in environmental awareness • Health benefits of coffee • Premiumization is a key driver • Quality drives profitability

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SINGLE CUP COFFEE INDUSTRY • 32% of US household own a single-cup brewer • Market growth • The single-cup coffee category plays a significant role in the growing coffee market

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PRODUCT LIFE CYCLE

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COMPETITION ANALYSIS

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COMPETITION ANALYSIS

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ALTERNATIVES • Tea • Increasing number of the U.S. population drinking tea rather than coffee • Healthier choice • Larger choices in term of tastes and preference

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NESPRESSO ANALYSIS • Customers Female (60%), Male (40%) Age: 35-49 High income High social class High purchasing power • Product Finest green coffee Selected Capsules and innovative machines

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NESPRESSO ANALYSIS • Service Direct relationship Nespresso Club • Distribution Official website Boutiques Well-known Department Stores • Market Share 7% in U.S. market Contributes 15% to global sales

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SWOT Analysis strength • Hign-quality coffee • Variety and innovation • Genuine coffee machines • Energy saving and environmentlly friendly • Strong customer service • Nespresso Boutiques • Perfect B2B solutions • Luxury image weakness • Expensive pricing • High costs • Not to go service • Limited distribution opportunity • Ethical and sustainble business trend • Coffee becomes a more and more popular drink • Single-cup coffee plays an increasingly important role in total coffee market threat • Out of home • Challenges from other drink alternatives • Challenges from other coffee brand competitors • Coffee consumption habit in US market • Coffee beans supply

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KEY TO SUCCESS • The market for single serve coffee is at growth phase. • U.S. consumers seek after high-quality and sustainable coffee. • The consumption at home increases these years. • Even though the competition in the one cup-coffee industry is intense, Nespresso targets a market that is really narrow and high standard. • Nespresso communicate an image of exclusiveness and luxury lifestyle.

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CRITICAL ISSUES • Enhance the brand essence and shift the positioning in consumer's mind. • Promote the quality and features of having espresso and its unique experience. • Increase brand awareness by higher exposure in more aspects. • Acquiring the target markets that have not been reached, and convert them into users. • Enlarge the distribution of Nespresso in other American cities that welcome a concentrated number of the core target group. • Increase the trial of Nespresso coffee within our target group.

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MARKETING STRATEGY • Marketing Objective: Increase the U.S. market share from 7% to 12% by 2016 by raising brand preference and expanding the market. • Financial Objective: 2012  2013: 9.1% growth 2013  2014: 15% growth = 4.9billion of revenue

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TARGET - DEMOGRAPHIC • 35-49 years old middle to upper middle class male and female who have attained bachelor's degree or more. • Annual Household income: $60,000+

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DEMOGRAPHIC - 35-64 DISTRIBUTION • In 2010, there are 31.6 M of males and 32 M of of females in age 35-49 • Mostly located in East and West coasts, Northeast

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DEMOGRAPHIC – EDUCATION ATTAINMENT

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DEMOGRAPHIC – POTENTIAL MARKET

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PSYCHOGRAPHIC • Busy Busy Busy! • Seldom spend time cooking and go mid-high end restaurants • Active in social events, visit museums, galleries and concerts • Sports fans and love outdoor activities – Skiing, cycling, tennis, golf • Participated in financial investment and charity • Only watch certain programs on TV- financial news, sports • Online shopping after work • Travels a lot for fun and for work, join airline memberships • Shopping preferences • High-end, luxury brand retail/department stores • Crate & Barrel, Barnes & Noble, Bloomingdales, Nordstrom, Ann Taylor • Coffee to them are energy booster . Also it's a little treat for relaxation at work and to spend leisure time alone or with colleagues/clients

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MEDIA EXPOSURE • TV • Spending 15-18.8 hours per week. • Financial/Sports programs. • Radio • 8% above average in radio consumption (6.5-6.8 hours/week) • Print • 4% acove average consumption in print media • magazines, newspapers, travel/business/finance publications • Enjoy reading • Internet • 88.8% of Gen X are monthly internet users. 29-34 hours/weak. • 74.5% using social media at least once/month (Facebook 65.6%, LinkedIn 41%, Google+ 29%, Twitter&Pinterest 10%), and 28% don't use social media • Mobile • 63% owns smartphones and 41% owns tablets • 80% makes consumptions online.

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START WITH CONSUMER "I am leading an active and busy lifestyle in the city and I love it. To escape, I enjoy sharing warm and relaxing moments with the people I love. I highly value quality in the products I buy and I am willing to pay for it. I fully enjoy treating myself with the special luxuries that make life better and make me feel unique and privileged."

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LET'S EXAMINE OURSELVES • Positioning For people belong to higher social classes who distinguish themselves by what they possess, Nespresso delivers a strong commitment and dedication to serve and accompany their customers into their ultimate coffee experience. • Tone & Manner Exclusive, uniqueness, privileged, elegance, inspirational

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OUR BARRIER We have.. Premium coffee Aspirational image Luxury experience/atmosphere BUT.. People don't know how good Nespresso is! BECAUSE… They never try it!

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IDEAL LOCATIONS • New geographic markets chosen based on: • Closeness to our target group caracteristiques • Density of the population • Purchasing power • Final decision: Baltimore, MD; Hartford, CT; Whashington DC; Houston, TX; °Opening repartition within two years to share the burden.

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ACTION PLAN Goal Increase trial to make people believe we are the best! Our Acts • Nespresso Experiential Tour • Expand boutiques in new places • Reach target audience in their "favorite" places • Coop with other brand/Sponsor events that fit consumer lifestyle

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NESPRESSO EXPERIENCE TOUR • Raise awareness (visibility / Mobile-capsule stores) & Brand preference (trial) • Communication: promotional sales; advertising; PR; direct marketing • Multiple ways to get access to the trial • Incentive to buy our products later on • Agenda: from beginning of October to the end December

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NESPRESSO EXPERIENCE TOUR

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REACH IN THEIR FAVORITE PLACES • Airport • VIP Lounge • On board (First & Business Class) • Hotel & Resorts • Hotel rooms • High end vacation resorts

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COOP WITH OTHER BRAND/SPONSOR EVENTS • Cultural • Museum lounge • Exhibition cooperation • Sport • ATP Tennis Tours

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MEDIA TIMELINE – 2014

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FINANCIAL

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EFFECTIVENESS MEASUREMENT • Trial measurement • Comparison sample distributed and return on promotion sales • Sales metrics • Number of sales per new boutiques (><existing stores) • Increase in overall sales + growth • Further: instill more pressure on the best sales channel • New customers acquisition • Subscription to the Nespresso Club • Conversion through our promotional sales • Communication • Pre-test: focus group • Post-test: public relation, social media, direct marketing, advertising (Billboard and print)

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THANK YOU!

Food Products Company Overview of Nestlé Nespresso S.A. Snapshot

People Company Overview

Nestle SA(VTX:NESN)Add to portfolio

Company Summary News Related companies Historical prices Markets News Portfolios Stock screener Recent Quotes (Turn on) You have no recent quotes SMI 7,784.01 0.06% NESN 68.00 1.04%

68.00 +0.70 (1.04%) Dec 2 - Close VTX data delayed by 15 mins - Disclaimer Currency in CHF Range 67.00 - 68.05 52 week 67.00 - 80.05 Open 67.10 Vol / Avg. 6.00M/7.64M Mkt cap 211,626.91M P/E 24.37 Div/yield 2.25/3.31 EPS 2.79 Shares 3,008.23M Beta - Inst. own -
News Relevance Date

Nestle Becomes Oversold (NSRGY) Forbes - Dec 1, 2016

Nestle SA (NESN) Given a CHF 82 Price Target by Goldman Sachs Group Inc. Anal... The Cerbat Gem - 13 hours ago

Nestle's Willy Wonka Moment Bloomberg - Dec 1, 2016

Zacks Investment Research has upgraded the stock of Nestle SA (NASDAQ:NSRGY) Market Exclusive - Nov 29, 2016

Nestle SA (NESN) Given a CHF 82 Price Target at Berenberg Bank The Cerbat Gem - Nov 30, 2016

Trade: The Daniel Devine & Co decides to keep it stake in Nestle SA (NSRG... DailyQuint - 6 hours ago

Nestle SA (NSRGY) Upgraded to Hold at Zacks Investment Research BBNS - Nov 30, 2016

Today, Nestle SA (NESN) PT Set at CHF 82 by Berenberg Bank DailyQuint - Dec 2, 2016

Union Bankshares Corp Buys 81 Shares of Nestle SA (NSRGY) BBNS - Nov 30, 2016

Market Focus: Checking Indicators on Shares of Nestle Sa Reg Shrs S (NSRGY) Yankee Analysts - 23 hours ago

Bristol John W & Co. Inc. NY Has $118598000 Stake in Nestle SA (NSRGY) The Cerbat Gem - Nov 19, 2016

Alta Capital Management LLC Has $3392000 Stake in Nestle SA (NSRGY) Community Financial News - Nov 29, 2016

Rating Sentiment Worth Watching: How Analysts Rated Nestle SA (ETR:NESR) Last... MoneyMakingArticles - Nov 14, 2016

Nestle SA (NESN) Given a CHF 82 Price Target by Berenberg Bank Analysts Community Financial News - Nov 29, 2016

Analysts Set Nestle SA (NESN) PT at $83.14 BBNS - Nov 26, 2016

Nestlé subsidiary Tribe Mediterranean Foods appoints new CEO FoodNavigator-USA.com - 22 hours ago

A scientific breakthrough from Nestle Seeking Alpha - Dec 1, 2016

The Morgan Stanley Analysts Give Nestle SA (NESN) a CHF 90 Price Target DailyQuint - Nov 28, 2016

Zacks Investment Research Downgrades Nestle SA (NSRGY) to Sell The Cerbat Gem - Nov 16, 2016

Nestlé in the US—strategically consumer-centric Packaging World - Dec 2, 2016

Today, Nestle SA (NESN) Given a CHF 68 Price Target by Credit Suisse Group AG... DailyQuint - Nov 27, 2016

Nestlé Chocolate Could Have 40% Less Sugar as Early as 2018 Sustainable Brands - 16 hours ago

Nestle SA (NESN) Given a CHF 68 Price Target at Credit Suisse Group AG BBNS - Nov 22, 2016

Credit Suisse Group AG Reiterates "Underperform" Rating for Nestle ... The Cerbat Gem - Nov 4, 2016

Nestle SA (NSRGY) Upgraded by Zacks Investment Research to Hold Community Financial News - Nov 23, 2016

Nestle SA (NSRGY) Given Consensus Recommendation of "Buy" by Broker... Community Financial News - Nov 22, 2016 All news for Nestle SA » Subscribe Subscribe. Events Add NESN to my calendars Feb 16, 2017 Full Year 2016 Nestle SA Earnings Release - 7:15am CET - Add to calendar Dec 8, 2016 Nestle SA at Berenberg European Conference Add to calendar Oct 20, 2016 Q3 2016 Nestle SA Corporate Sales Call - Webcast Oct 20, 2016 Q3 2016 Nestle SA Corporate Sales Presentation (German) Oct 20, 2016 Q3 2016 Nestle SA Corporate Sales Presentation (French) - Webcast Oct 20, 2016 Q3 2016 Nestle SA Corporate Sales Release

Key stats and ratios Q2 (Jun '16) 2015 Net profit margin 8.97% 9.55% Operating margin 15.02% 13.98% EBITD margin - 19.18% Return on average assets 6.21% 6.59% Return on average equity 13.75% 13.69% Employees 335,000 - CDP Score - 100 A More ratios from Thomson Reuters » Address avenue Nestle 55 VEVEY, 1800 Switzerland +41-21-9241111 (Phone) +41-21-9244800 (Fax) Website links http://www.nestle.com External links Compare: Enter ticker here Add more » SMI GIS PEP UN DAN KO MDLZ KHC FRE

Settings | Technicals | Link to chart icon. Link to this view Sources include SIX. Related companies Show: Add or remove columns Valuation Company name Price Change Chg % d | m | y Mkt Cap NESN Nestle SA 68.00 +0.70 1.04% 211,626.91M GIS General Mills 60.55 0.00 0.00%
PEP PEPSICO 107.00 0.00 0.00%
UN Unilever DRC 39.50 0.00 0.00%
DAN DANONE 68.30 0.00 0.00%
KO Coca-Cola 40.80 -1.94 -4.54%
MDLZ Mondelez Intl 42.04 0.00 0.00%
KHC Kraft Heinz Co 84.90 0.00 0.00%
FRE Fresenius 71.80 -0.70 -0.97%
GMCR Keurig Green 0.0000
OR L'Oreal 170.00 -13.60 -7.41%
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Description Nestle S.A. is a nutrition, health and wellness company. The Company's segments are Zone Europe, Middle East and North Africa (EMENA); Zone Americas (AMS); Zone Asia, Oceania and sub-Saharan Africa (AOA); Nestle Waters; Nestle Nutrition, and Other Businesses. The Company's product categories include powered and liquid beverages; water; milk products and ice cream; nutrition and health science; confectionery, and PetCare. The Company's other business activities include the operations of Nestle Professional, Nespresso, Nestle Health Science and Nestle Skin Health. It operates in approximately 190 countries around the world. The Company has sales in various countries, including the United States, Greater China Region, Brazil, Germany, the United Kingdom, Mexico, Philippines, Italy, Canada, France, Spain and Switzerland, among others. The Company offers over 2,000 brands of products around the world. More from Reuters »

Officers and directors Peter Brabeck-Letmathe Chairman of the Board of Directors Paul Bulcke Chief Executive Officer, Member of the Board of Directors Andreas N. Koopmann Vice Chairman of the Board of Directors Francois Xavier Roger Chief Financial Officer, Executive Vice President, Member of the Executive Board Peter Robert Vogt Member of the Executive Board, Deputy Executive Vice President and Head of Human Resources and Centre Administration Stefan Catsicas Member of the Executive Board, Executive Vice President, Chief Technology Officer, Head of Innovation, Technology, Research and Development Patrice Bula Member of the Executive Board, Executive Vice President Strategic Business Units, Marketing, Sales and Nespresso Magdi Batato Executive Vice President, Operations, Member of the Executive Board Luis Cantarell Member of the Executive Board, President & Chief Executive Officer of Nestle Health Science SA, Executive Vice President, Head of Nestle Nutrition Laurent Freixe Member of the Executive Board, Executive Vice President, Zone Director for United States of America, Canada, Latin America and Caribbean Full list on Reuters »