By Andres Garcia Using Century Gothic font

AD ANALYSIS

Icons: The light, the machine

and the capsules. Index: Pay off, description, information, web, logo Symbols: Graphic logo Name: Nespresso Meaning:

•  Evaluation: Good because it shows what the machine does and with what it works.

•  Potency: Strong

•  Activity: Active Taxonomy:

Black bg Light Coffee machine, (width variation) Pay off and description Info location Capsules Logos and web

Strata 1

Strata 2

Strata 3

Strata 4

Strata 5

1

Icons: Coffee cups, machine Index: Pay off and logo Symbols: Graphic logo and the Christmas tree Name: Nespresso Meaning:

•  Evaluation: Good because it shows the machine and the coffee inside the cups

•  Potency: Strong

•  Activity: Passive Taxonomy:

Red bg Light Coffee cups Pay off Logos

Strata 1

Strata 2

AD ANALYSIS

2

Strata 1

Strata 2

Strata 3

Strata 4

Icons: The light, the machine, the coffee filling the cup and coffee cup Index: Pay off, description, web and logo Symbols: Graphic logo Name: Nespresso Meaning:

•  Evaluation: Is good because the product is making coffee and works with the pay off

•  Potency: Strong

•  Activity: Active Taxonomy: Black bg LighT Coffee machine Coffee cup Pay off and description Logos

AD ANALYSIS

3

Icons: Gorge Clooney, coffee cup, table, coffee machine, capsule Index: Pay off, slogan,web, logo and Symbols: Graphic logo, slogan and Gorge Clooney Name: Nespresso Meaning:

•  Evaluation: Good because Cloony is about to drink the coffee.

•  Potency: Strong

•  Activity: Active Taxonomy: Black bg. Coffee machine and Capsules. Gorge Clooney. Table. Web, logo, slogan and pay off.

Strata 1

Strata 2

Strata 3

AD ANALYSIS

4

Icons: Coffee cups, plate, spoon, magazine, Gorge Clooney and coffee machine. Index: Pay off, slogan, logo Symbols: Graphic logo and Gorge Clooney and the halo. Name: Nespresso Meaning:

•  Evaluation: Good because shows machine and the icon of the company

•  Potency: Strong

•  Activity: Passive but it has anactive angle because it suggests that you ar reading the magazine.

Strata 1 Strata 2

Strata 3

Strata 4 Taxonomy: Table bg Light Plate, spoon, coffee cup and magazine Halo Coffee machine, web slogan, pay off and logo

AD ANALYSIS

5

Icons: Pictures, coffee machine Index: Web, slogan and logo Symbols: Graphic logo, the white squear in white and Gorge Clooney Name: Nespresso Meaning:

•  Evaluation: Good because even the phitos are blur is always about the coffee

•  Potency: Strong

•  Activity: Passive

Taxonomy: Black bg Pictures and graphics Coffee machine Pay off, slogan and logos

Strata 1

Strata 2

Strata 3

Strata 4

AD ANALYSIS

6

Icons: Nuts, lives, coffee cup, and the glass and wood thing Index: Pay off, logo Symbols: Graphic logo Name: Nespresso Meaning:

•  Evaluation: Good because it shows the vesravility that coffee can have and the defferente elements that you can conbinate it with

•  Potency: Strong

•  Activity: Active

Taxonomy: Black bg The glass and wood thing Nuts, lives and effect Logo and pay off

Strata 1

Strata 2

Strata 3

AD ANALYSIS

7

Icons: Pictures, coffee machine Index: Web, slogan and logo Symbols: Graphic logo, the white squear in white and Gorge Clooney Name: Nespresso Meaning:

•  Evaluation: Good because even the phitos are blur is always about the coffee

•  Potency: Strong

•  Activity: Passive Taxonomy: Black bg Pictures and graphics Coffee machine Pay off, slogan and logos

Strata 1

Strata 2

Strata 3

AD ANALYSIS

8

Strata 4

Icons: filling the coffee cup and coffee machine Index: Pay off, logos. Symbols: Graphic logo Name: Nespresso Meaning:

•  Evaluation: Is good because it shows the product and the filling the cup with the coffee

•  Potency: Strong

•  Activity: Active Taxonomy: Black bg Machine and cups Pay off Logo

Strata 1

Strata 2

Strata 3

Strata 4

AD ANALYSIS

9

Icons: City, coffee machine Index: Pay off, logos and text Symbols: Graphic logos Name: CitiZ and Nespresso Meaning:

•  Evaluation: Both brands co-excite without antagonizing and expressing the values of each one, letting you what they are advertising.

•  Potency: Strong

•  Activity: Passive but if you look at the sky it seems like it is moving.

Taxonomy: City bg CitiZ, pay off, and Nespresso The black with opacity and text Machine and coffee cup

Strata 1

Strata 2

Strata 3

Strata 4

AD ANALYSIS

10

CHANGING ONE ELEMENT IN THE ADVERTISING PAGES

The original

•  Changed the color of the background and the color of the font. I cannot see any more the tree; and It looks like a poster for pop art and not for Christmas season

CHANGING ONE ELEMENT IN THE ADVERTISING PAGES

The original

•  By taking the coffee maker away you take out the orientation of the ad, and the coffee cup is out of context

CHANGING ONE ELEMENT IN THE ADVERTISING PAGES

The original

•  By changing the symbol (George Clooney), the ad not longer relates to the appealing of the character but it only the logo brand and puts out of context the halo

CHANGING ONE ELEMENT IN THE ADVERTISING PAGES

The original

•  In this case, by eliminating the photo where the cup is focused, it takes away the emotional connection and just shows you the product

CHANGING ONE ELEMENT IN THE ADVERTISING PAGES

The original

•  Here the changing of the object it takes away the dynamism of the ad. And no longer shows the versatility of the product and it no longer relates to the pay off

COMPETITORS

Illy

Produce Grinders, drip coffee makers and espresso machines. The Capsules are divided by 4 different varieties of flavors. Illy is a big competitor of Lavarza selling coffee bags. The prices goes from €100 to € 1,000 euros

Lavrzza

It has big coffee makers and it has many different capsules with different flavors, in total are 19 capsules. These machines, make American coffee, espresso and cappuccino the precise goes from €100 to € 300 euros. Lavarzza also distributes bags of coffee al over the world. Making them one of the biggest companies of coffee.

DeLonghi

It has super-automatic, hydro pressure etc. Those machines works with ground coffee only. The prices goes from € 300 euros to € 2000 euros.

Bialetti Bialetti produces not only coffee machines is one of

the oldest companies here in Italy what produces aluminum for hardware and kitchen. They have 3 different types of machines, their prices go from € 79 euros to € 159 euros

Saeco

Saeco is one of the partners of the Phillips company. They sell different kind of coffee machines, and they work with ground coffee or capsules. The price of the machines starts form €100 euros to €2100 euros.

POSITIONING OF NESPRESSO AND THE COMPETITORS

Practical Future Orientated

Distance from product

Emotional attachment to

the product

Utopia

Playful

Practical

Critical

2. illy

3. Lavazza

4. DaLonghi

5. Bialetti

6. Saeco

1. Nespresso

1

6 4

5

3 2