4. Nespresso Timeline
• 1986: Inception of Nespresso (1st in market)
• 2000: 1 boutique with 331 employees
• 2013:
– 320 boutiques
– 9,500 boutiques
– 60 countries
– 10 million club members
– 2.5 million FB fans
How to make amazing Nespresso coffee ?
6. THE CHALLENGE
• “ HOW SHOULD NESPRESSO CAPTITALIZE ON
THE CIRCULAR ECONOMY TO BUILD A
PREMIUM PROPOSTION FOR THE
ASPIRATIONAL CUSTOMERS? ”
ASPIRATIONALS
• Average Age: 39 year old
• Care about Style | Social Status | Shopping = Happiness
• Define themselves through brands
• Yet believe to do something good for environment.
7. Proposal
• Make customers proud: Provide a story of COFFEE BEAN
to consumers
• RENT/ LEASE MACHINES: As customer always wants the
latest and the best of machines.
• PERSONALIZED COFFEE MACHINES
• Utilize the club programs to GIVE DISCOUNTS on returning
the empty refills to the store/ delivery person.
• BUILD SOCIAL NETWORK: Connect with Farmers on Social
Media
• DECREASING COUNTER of How many coffee cups can be
made from machine