Step 1: SALIENCE Brand identity - who are you?
Who are
the Nespresso's customers? It goes from young professional to retired people.
Nespresso wants to attract each generation and stay in the family (grand
parents > parents > children), CSP+, who like good coffee and urban
people.
What is
their market segment? Coffee market, capsule market, premium coffee with
high price.
Why do
customers choose Nespresso rather than others brands? Nespresso is really
taking care of their consumers.
Decisions
making process? Word of mouth, buzz, social image.
How do
they classify Nespresso? It is a unique, elegant, luxurious experience.
Thanks to the brand image, Nespresso represents the must have but also a
solid value.
Step 2:
PERFORMANCE & IMAGERY Brand meaning - what are you?
Ø
performance? Define how well your products meet your consumers' needs
Five
categories of performance:
Primary
characteristics and features: high quality of the product.
Product
reliability, durability and service ability: Key strategy is based on its core
competency of coffee; they identify cooperation on the R&D sector
with universities, research institutions and companies.
Service
effectiveness (efficiency and empathy): Nespresso have a total control
of their channel distribution, thus they are able to follow their club
members and has an appropriate level of care.
Style and
design: Design award for students, support of young talents
Price: premium
price (which actually make their coffee qualitative)
Ø
imagery? Social and psychological level
Aaker
identify 5 dimensions of brand personality.
Nespresso’s social positioning is reinforce by the
feeling of “sophistication”, style and elegance. It allows
Nepsresso to differentiate themselves from their competitors.
Brand ambassador:
Clooney represents a personification of what the brand stands for.
Step 3:
JUDGEMENT & FEELINGS Brand response - what do I think or feel about you?
Ø
judgement
Quality:
Nespresso is a brand, which reassures consumer on quality (rational), it
helps shopping process and lowers the perceived risk. AAA quality
program.
Credibility:
expertise, trust and like ability. Thanks to the trust in the brand,
people buy the Nespresso's products as a gift to their family and
friends.
Superiority:
protect their products by patents (1700 patents). People without even having
taste the coffee know that this represent high quality and right purchase.
Ø
feelings: emotional, warmth, fun, excitement, security, social improvement and self-respect
As soon
as the customer is entering the Nespresso boutique, he lives a sensory
experience:
The smell
of the coffee, the look
of the place: the warmth of the place, the
taste: because customers get the possibility to taste the coffee, the touch.
Step 4:
RESONANCE Brand resonance - how much of a connection would I like to have with
you?
Behavior
loyalty: Nespresso has a sign of belonging thanks to the "Nespresso
club" for exemple.
Attitudinal
attachment (lovemark: they see it as a special purchase). Long-term
relationship with customers.
Sense of
community: Their way to communicate through social media, mobile
apps, direct marketing, and all kinds of media...
Active
engagement: Nespresso asked their fans to choose the outcome of one of their
famous ad.
O.P
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