yodideedum: hula ko lang yun yodideedum: haha yodideedum: mali info nila sa nespresso sa pilipinas!

yodideedum: Nespresso Singapore 51 Changi Business Park Central 2, #09-14 The Signature 486066 Singapore Philippines Phone: +65 6431 2000 Fax: +65 6588 2572 Contact us simplebebe4you: nice... ireklamo mu...:-P yodideedum: potek sila, as a form of customer service recovery, bigay nila sa atin yung marketing plan ng nespresso hmf simplebebe4you: penge ngang link nyan yodideedum: sa nestle website na nisend mo :) yodideedum: Why was George Clooney chosen as the Nespresso brand ambassador?

We asked Nespresso Club Members who they thought would best embody the Nespresso brand. They George Clooney starred in our first celebrity campaign in 2006. Since then, he has charmed fans and coffee aficionados as the perfect personification of the understated elegance and authenticity that make Nespresso what it is today. simplebebe4you: ah... simplebebe4you: they asked... how kaya? yodideedum: dunno e yodideedum: di sinabi simplebebe4you: correct me if i am wrong hah... eto simplebebe4you: based sa article simplebebe4you: parang they created a niche... yodideedum: ... simplebebe4you: created their own niche simplebebe4you: ung yodideedum: in a way yes, kasi saturated na raw ang coffee market

yodideedum: we're talking about before pa ah, yung start ng nespresso, not the campaign simplebebe4you: individual portioned coffee in the gourmet category simplebebe4you: ? yodideedum: uhmm not sure, pero yata :D yodideedum: di ako familiar sa individual portioned coffee yodideedum: hehe simplebebe4you: think of the 3in1 coffee sachet.. ganun... for individual consumption yodideedum: ah okies yup yodideedum: based dun sa link na nisend ko: yodideedum: before yodideedum: Nespressos marketing strategy is to be the super premium coffee brand. Nespresso aims to offer Ultimate Coffee Experience. Since Nespresso opens several markets every year, while The deepening its penetration in its conquered markets, Club Membership grows quickly. However, as the market expanded considerably over the last 10 years, a series of mass market competitors recently entered. yodideedum: At the end of 2007, Nespresso and its agency faced a double strategic communications challenge: in its most mature markets and in new markets. As a response to this challenge, the Nespresso George Clooney II campaign was summed up in a simple, straightforward, easy to remember claim Nespresso. What else? which encompasses all the communication objectives as it conveys superiority, prestige and a strong association between George Clooney and Nespresso. The creative strategy was based on comparing George Clooney with Nespresso, to show that Nespresso is preferred over the star. simplebebe4you: so ung 2nd commercial was triggered by the mass market competitors... so they have to "maintain or sustain in a way ung "What else image nila... tama bah? yodideedum: mukha yodideedum: for me ah, parang tumaas na talaga yung bilang ng espresso coffee before the campaign, so in order to remind the people of what is the premium of the premium, they came up with the what else? campaign yodideedum: to remind people that nespresso is even MORE premium than george clooney, the epitome of premium :D simplebebe4you: tumaas na talaga yung bilang ng espresso coffee before the campaign

simplebebe4you: ? yodideedum: in short, in the premium market, nespresso is positioned as the most premium of them all yodideedum: Nespresso is a fascinating brand. It is essentially a masstige idea; its upmarket but not gourmet. It cant be seen as truly luxurious as its widely available and its machines are priced at a reasonable level. But at the same time, nor are its coffee pods used in the machines cheap and accessible to anyone with low incomes. simplebebe4you: teka mukang nging conflicting... parang belo example simplebebe4you: you to position to the premium market but the product is available/ affordable even to the low income earners... ...walang exclusivity factor! simplebebe4you: which is what the premium market wants... exclusivity yodideedum: nakalagay... even if the machine is affordable, the "bala" arent yodideedum: nor are its coffee pods used in the machines cheap and accessible to anyone with low incomes. yodideedum: medyo i think kaya na natin gawan ng paper ito kahit paano simplebebe4you: getch... the cheap machine would be useless without the expensive capsules... yodideedum: so paano na... yodideedum: haha simplebebe4you: may nakikita ka bang problema? yodideedum: wala naman yodideedum: nabasa mo na lahat ng links before di ba? yodideedum: yung sa sribd case magagamit din natin yodideedum: pero ito yung gist ng paper natin: http://www.welovead.com/en/works/details/cadBnouC simplebebe4you: cess could be online daw... yodideedum: in terms of STP, the premium of the premium yodideedum: the best to the point that even george clooney is not considered over this. kaya the tagline: "what else? (than nespresso)" simplebebe4you: sa timeline natin... we will end at the time of the ad?

yodideedum: and yung commercial all show: people with taste will prefer nespresso over anything, even george clooney yodideedum: :) simplebebe4you: with taste... yodideedum: sa lahat ng what else commercials, apparent yan yodideedum: pati yung mga di pinakita ni maam, like yung sa heaven simplebebe4you: cant say... actually gusto ko talagang matikman yan... gaano ba talaga yan kasarap...:D yodideedum: sa scribd case: Targeting and positioning The target aimed by Nespresso is the consumers Top of the range. The customer typifies in between 28 and 49 years, he is urban, likespleasing and is an art lover. The new target aimed by Nespresso at present is the young assets. Indeedaccording to the CEO of Nespresso it is the young assets which are goingto allow making increase the equipment rate in coffee machines.Concerning the location of Nespresso it is a question down from Rangewith a policy of creaming.Indeed the price of coffee machine Nespresso is appreciably more broughtup than a coffee machine Senseo (at least 50).Of more Nespresso try to refer to its image top of the range luxury andclass not only in its Coffee but also in his shops who are generally situatedin the very rich street yodideedum: streets of cities, but also in their association with Star likeGeorge Clooney or the participation in events as Rolland Garros, Of America Cup. The creation of the Club Nespresso adds a luxury touch to the concept simplebebe4you: club... exclusivity again... yodideedum: yep yodideedum: i think ah (just surmising) if bumili ka ng nespresso machine, automatic ka nang member yodideedum: sa nespresso club simplebebe4you: yeah... yodideedum: feeling ko, approach natin is: before may nespresso, wherein, medyo ok ang word of mouth which is yung old way of marketing nila (BTL). but due to the influx of many alternatives (that in reality are below the prestige of nespresso), naghanap sila ng way to counteract that by going mass marketing and using clooney to remind everyone that nespresso is positioned as the cream of the crop