Abstract
Coffee is not just a hot drink that wakes us up in the morning anymore. It is becoming a moment of pleasure and relaxation. I have chosen to analyze a brand, Nespresso, that drives luxury through a product basically considered as a consumers good: coffee. Therefore, we ask ourselves several questions: how Nespresso's communication has been evolving? What is its current marketing strategy? What can we recommend them? For the first time, I will present you the company through its products and its brand, and also its marketing strategy. Then, I will introduce the marketing mix of this company to be able to understand the way it works. Finally, to answer the main problem of this assignment, I will deal with Nespresso's communication in the third part.
Coffee, surnamed “green gold”, is a food product that has become indispensable nowadays. Indeed, it is the first agricultural commodity exchanged in the world and the second commercialized raw material (behind oil and wheat). This represents 4% of the world trade in food products. It can be consumed all day long: in the morning at breakfast, after lunch, at breaks during the working days and even at night for some people, especially after a meal with family or guests. More than just a product, it has become a ritual, a custom, a habit. However, despite a regular consumption of coffee, its market is in crisis mainly because of its price which keeps falling….
