NESPRESSO'S KPI

KPI’s Nespresso

High quality and premium coffee

Nespresso club: Nespresso follows each customer. 

The client is in the center of their strategy.

Targeted communication (SM, Mobile app, Direct Marketing) 

and communication strategy

Brand ambassador Clooney

To go deeper... 

Costumers said that they like their targeted communications. Indeed Nespresso follows each of its clients. They know them, they understand them. They know what they need and when.

Register your machines and they will tell you when to clean it and how.

Your favourite taste is for Roma capsule? Guess what? To thank you for your loyalty they just send you a bunch of Roma capsules!

You are a huge consumers and you didn’t buy your capsule yet, Nespresso will call you to know if everything is going well and if you need anything.

They present their products in a smart way. Sober, simple and innovative! We love it!

Of course you have a smartphone … not a problem, Nespresso creates for you the perfect Mobile app. You can follow them on Facebook, twitter, instagram.

Then even follow you in the subway…

They are not too aggressive; they are just here when you need them in your pocket, in your home, in the street. You can’t live without coffee, Nespresso is here to satisfy your need before you know you want it.

This is why Nespresso became what we call a “school case” in Marketing and management schools.

They are really strong and innovative in the marketing and communication departments but they should definitely take a look at Malongo’s sustainable model and make some efforts about recycling in order to respect the environment. This point is not visible enough and you, fans of Nespresso, might be annoyed by their lack of sustainable reliability. 

VL & PDD

KPI’s Malongo

Sustainable business models

Fair trade and high quality coffee

Humanitarian project

Economic, social and environment engagement

To go deeper... 

Their best strength is obviously their sustainable business model. We have to admit we didn’t know this brand really well. They should take a look at Nespresso’s communication strategy and brand awareness to improve this weakness.

Malongo is a brand which is really authentic. When you get to know the brand and its values, you are seduce because they care about the future (environment, sustainable economy, fair trade…).

It’s worth highlighting some of their actions:

=> 100% recycling capsule (they are leader and expect their competitors to follow them on that path).

=> Haiti action as they explain on their website: 

1) “Malongo decided to take action in two ways by boosting coffee plantations and assisting with the development of sanitary and social programs.

2) Malongo creates a wifi network for plantations in Haiti. 
This technological equipment meets the requirements of the innovative system we have recently implemented: total coffee traceability for consumers.

=> Prices over the years about environmental actions, packagings…

OP & AL.D

Two brands, sharing the same love for coffee, selling a premium coffee but different in their model.  If you’re a fan of high quality coffee you have to choose between these two brands, we’ll let you the choice according to the values you want to share with the brands.