Abstract
Nestlé is a global company which recognizes that in order to be a successful company, one has to be competitive and cost efficient. The company put its customers first, and plans to create long lasting relationships with them, creating a luxurious exclusive experience for their coffee customers through its sub-brand Nespresso.
After having positioned itself as a luxury brand, the Nespresso brand struggled with several weak aspects in its positioning during the economic recession. Communication and marketing are therefore key factors in successfully fending its place in the global scenario for a company such as Nestlé; it is important to have a clear and concise view of how Nespresso functions in its current market, and how the future marketing plan and positioning could pan out for Nespresso.
With this in mind, we will suggest a five-year plan as to how Nespresso can improve its marketing communication skills and recommendations enhancing the Nespresso brand and image.
The global market for Nespresso is very large; this report will therefore only be looking at the French market, giving a more detailed account of the French market rather than a superficial overall account.
