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Samenvatting Rendement - Marketing & communicatie Niveau 3&4 deel 2 Leerwerkboek - Management $6.99   Add to cart

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

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

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  • Yes
  • August 31, 2024
  • 4
  • 2023/2024
  • Summary
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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




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