Sebastiaan Debrouwere - Nespress Pitch

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    Outline

    INTRODUCTION Coffee as a lifestyle

    Where are we now? State of play

    Challenges

    01 Ristretto

    02 Macchiato

    03 Lungo

    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

    INTRODUCTION Co''ee as a li'est+le

    Where are we now? State of play

    Challenges

    01 Ristretto

    02 Macchiato

    03 Lungo

    ow to !rocee"? Strategy

    Indicators of success

    0# $s!resso

    What shoul" we "o?

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    02 M-CCI-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-CCI-TO& Custo(er .ourne+

    N- Eureka!

    Awareness • Advertising • Tasting • Website/store

    Interest • Boutique visit • Trying range

    Desire • Expore apsue

    range • "earn about #e#bers$ip advantages

    Ation • %ur$ase #a$ine and pods

    • &oin Nespresso

    'ub • Taste new (avours

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    02 M-CCI-TO& Consu(er /ehaiour 

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    Price

    Quality

    02 M-CCI-TO& Co(!etitor -nal+sis

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

    contact

    Quality

    02 M-CCI-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-CCI-TO& O an" OD

    Points of Parity

    Points of Dierence

      Te$nia aspets o) #a$ine

     %rie-range

     %riepereption  "i)estye brand  *ariety  +uaity  ,ustainabiity

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    03 Lungo& %trateg+

    INTRODUCTION Co''ee as a li'est+le

    Where are we now? State of play

    Challenges

    01 Ristretto

    02 Macchiato

    03 Lungo

    ow to !rocee"? Strategy

    0# $s!resso

    What shoul" we "o?

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    03 LUNO& %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

    INTRODUCTION Co''ee as a li'est+le

    Where are we now? State of play

    Challenges

    01 Ristretto

    02 Macchiato

    03 Lungo

    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/it att$ias ,$oenaerts

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    0# $%R$%%O& Reco((en"ations

     Create Lungo ha/it att$ias ,$oenaerts

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    0# $%R$%%O& Reco((en"ations

    2 Diersi'+ "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?