The unsuccessful will be many including in the ranks of the French banks to increase the profitability of their investmentsTheir lifestyle is resolutely contemporaryOf course it is often that of a rise in verbalRed orange blue emerald green overseasThe subject will soon be on the agenda of the twentysevenWatches and accessories would stand betterFor ten years all the great choices were consensual despite appearancesSegmenting by income is no longer the panaceaThis famous technological frontier new go westGeorge Clooney has decidedly nothing learned. The hero of "Emergencies" and "Intolérable cruelty", world of Nespresso Ambassador two years ago, has not yet referred to the "torture-test of desirability", he lost certainly against metal pods for single use. The third opus of saga, made from the British Guy Ritchie, signed McCann Paris and scheduled for November 12, does not derogate from the rule. Once again, while it ventured, casual and slightly unconscious of the perils in a Nespresso store actor is preferred by women dark powder, served in tiny tassettes, its natural charm. Nespresso or the pheromones of star exterminator. Worse, in this episode of thirty seconds entitled "The Capsule", it will be chipée his Golden pod, but it will succeed to save his cup of coffee, by denying... be George Clooney. Frustrating such attempts at seduction deceiving and interested to an aficionada of Nespresso.
This final scenario was preferred to the term of a "participatory approach", reviving dead scents of presidential campaign, and bringing the members of the Club Nespresso to arbitrate on the Net between two fine possible, both also filmed. A world innovation, "since it is the first time asking customers to a mark choose the pub spot which will be broadcast", is Thérèse Aldebert, Nespresso France marketing director. Upon arrival, it is the most lagged fall ("Mistaken"), which was preferred by 64.5 of the French members of the Club 102.801 and their godchildren, against 35,48 who would have preferred that the actor is simultaneously private pod and Cup. A sadistic villainy aside, in a beautiful, by the majority of the 270,000 members surveyed in the sixteen participating countries.
Galaxy threatened
It is then, not entirely neutral, that the output of the third opus of saga coincides with the launch, international, of pods A Modo Mio ("A way") of Lavazza (). A system of espresso-based capsules based on that of threatening Nespresso and shoved the all-powerful Swiss Galaxy, holder of 26.6 of market share in Europe (compared to 22.8 in 2006), in the area of sales of espresso machines. Which machines naturally influence sales of ad hoc capsules. Lavazza has invested, to do this, EUR 24 million in fifteen countries for its new schedule, classic support of its campaigns internationally, and in has entrusted the implementation to the photographer star Annie Leibovitz. A media budget much less than French Nespresso investments above EUR 20 million. But developer of the ambitions of the mark which chose as the point of the new angle of its communication, to insist on its Italian origins. "It was time for us to talk about our country." "Many international players who are not Italian, indeed seek to sell the style" (), unmarks, mine, Giuseppe Lavazza, Group Vice-President in charge of marketing.
Dependants for Nespresso, who has posted in 2007 an increase of 40 of its turnover to the international (about 1,642 billion Swiss francs) to counter the offensive. But in the subsidiary of Nestlé, it admits serein. Better still, satisfied: "overall, resumed Thérèse Aldebert, coffee portionné market is in constant progress and more stakeholders are multiplying, more uses spread, the craze is growing... and more Nespresso WINS." It is true that the mark has to his credit, mutation of its business model, focused on the triple machine market in espresso and the sale of high-end, associated with a customer service ultra-individualisé pods.
A business model became, in itself, "the" model marketing which he was inspired. In the space of a few years, Nespresso is reached to, flexibility, the universe of the consumer to that of a luxury brand. For this purpose, the mark resumed without States of soul but with great efficiency, traditional codes of the perfumery and the oenology: luxurious presentation of the product, tasting in store or establishment of twelve "vintages" of coffee... In the 1980s, map black had already ventured on the territory of the fragrance communication, playing the card of the oneirism and sensuality, there where its competitors Jacques Vabre, Nescafé... insisted on the authenticity of the origin and local roots. But his approach was limited to the strict advertising communication, where Nespresso has gone up to translate in his "process". Like a Guerlain, the mark indeed chooses to be broadcast in exclusive circuits Web, resellers, or shops in his image. A communication "land" which was accompanied by a shift to 180 for advertising.
"Star hunt."
Flashback, 2005. Mark decides to dish its communication, in order to "booster" reputation and the reputation of its mark. "So far, Nespresso, that managed McCann since 1998, was a very educational communication approach focusing on the high range of the brand character and explaining the functionality of the pods, says Jérôme Guilbert, Director General of the Agency." It is in this context that the brand has decided to take a star. "Nespresso likes to use his campaign at the international, regardless of the degree of maturity of the country.
Will follow from there a "star hunt." Al Pacino, Sharon Stone and Monica Bellucci are approached. "We have brought the methodology in the choice of this celebrity, remembers Marie-Hélène Pradon, international marketing manager of Nespresso, in the specialized journal"Expression".". A screening of some 50 personalities conducted internally, using 20 criteria. "The twelve finalists are tested in France, Switzerland, Germany, and the United States (including some members of the Nespresso Club) and the winner is... George Clooney. "On our"maping", says Jérôme Guilbert, he perfectly met our two major requirements." The test of notoriety was filled and he had a very close proximity with the values of the brand: refinement, quest for perfection, hedonism, the pleasure taste, intelligence, elegance... "Already consumer of Nespresso, the actor, he accepts without difficulty: its cachet allows him to finance film projects that take it to heart.
One pitfall to avoid The cannibalization, frequently, of the mark by its Ambassador. Nespresso has avoided the obstacle by opting for a tone of mockery and building the frame of its scenarios so that the coffee regularly glad the star feature. In 2007, the campaign was elected "preferred the French campaign", at the end of an Ipsos study. Remains a question mark: the ability of the Nespresso saga to renew without bullying or parody the codes which made its success. Specifically, the contract negotiated with George Clooney arrives at maturity in 2009. "We have not yet finalised our strategy, but campaign by campaign, we learn", comments, cryptic, Thérèse Aldebert.
