100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
logo-home
Samenvatting Rendement - Marketing & communicatie Niveau 3&4 deel 2 Leerwerkboek - Management $6.72   Add to cart

Summary

Samenvatting Rendement - Marketing & communicatie Niveau 3&4 deel 2 Leerwerkboek - Management

 2 views  0 purchase
  • Course
  • Institution
  • Book

Samenvatting studieboek Rendement - Marketing & communicatie Niveau 3&4 deel 2 Leerwerkboek van Henk Tijssen, Inge Berg - ISBN: 9789006372281, Druk: 2, Uitgavejaar: - (n)

Preview 1 out of 4  pages

  • Yes
  • August 31, 2024
  • 4
  • 2023/2024
  • Summary
avatar-seller
Guest lecture: Nespresso

1. Introductie:
- Niet belangrijk, gwn zijn leven


Nespresso story:
- First Nespresso machine: 1986
- single serve coffee = gebruikmakend van een pod
- BELUX MARKET - KEY FIGURES
 11 winkels in BELUX
 94% kennen het
 Zowel B2B als B2C


Consumption habits:
- Verzamelen van data = belangrijk in marketing: hoeveel en welke koffie drinken
klanten?
• coffee is largely consumed hot and in-home => ongeveer 60% black coffee
• OOH consumption has gone up, compared to previous year
• In home: 88%
• Out of home: 12%
• 44% total white cups


‘Koffie wordt vooral gedronken in de ochtend blijkt uit onderzoek’
- Lijkt logisch en iets dat je allang wist maar in marketing blijft het belangrijk om die
data te blijven verzamelen en daar rekening mee houden…


Reclamespots vergelijken:
- Back to Nespresso: (vroeger)
• having Nespresso = being part of the club, exclusive


- Back to today: (later)
• Meer inclusief, iedereen heeft Nespresso, meer diversiteit, willen zich meer
richten naar jongeren


Coffee @ the workplace:
B2B: waarom exclusieve koffie in bedrijf willen?
• geeft energie
• inspireert
• verbind mensen met elkaar
• image
• values: hoe ecologische voetafdruk verkleinen
• attraction & retention




1

The benefits of buying summaries with Stuvia:

Guaranteed quality through customer reviews

Guaranteed quality through customer reviews

Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.

Quick and easy check-out

Quick and easy check-out

You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.

Focus on what matters

Focus on what matters

Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!

Frequently asked questions

What do I get when I buy this document?

You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.

Satisfaction guarantee: how does it work?

Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.

Who am I buying these notes from?

Stuvia is a marketplace, so you are not buying this document from us, but from seller nora8. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for $6.72. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

67474 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 14 years now

Start selling
$6.72
  • (0)
  Add to cart