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
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