In: Business and Management

Submitted By hundan200228
Words 891
Pages 4

Based on the concept generation, there are six ideas for the new product of Aapple. According to the market demand, we choose two more profitable new product ideas to be evaluated. Install IOS into the mirrorless interchangeable-lenses cameras to manage all features of the camera and share pictures with other apple devices effectively. Because Apple has huge consumer group who have brand loyalty and prefer to use IOS system. Besides, Android system has lots of problem now and IOS may be a better choice for consumer. Another one is to make the camera body thinner. On account of the reason why people choose mirrorless camera instead of single-lens reflex camera is to reduce backpack weight, thinner camera would be new trend of this industry.

Full Screen

To evaluate these two ideas comprehensively, the full screen analysis is necessary in the report. The first step is to determine the scoring model factors. It includes technical and commercial factors. The commercial aspect contains marketing issues and possible financials. The factors will be weighted by marketing team. For example, the important factors such as profit will be weighted 5 points. The second step is to evaluate the factors of both ideas. Finally, the scoring of products will depend on the result of factor scorings multiple factor weight (Crawford and Di Benedetto, 2011).

Factor | 1= | 5= | Idea A | Idea B | Weight | Total concept A | Total concept B | Technology | Need to be improved | Already be advanced | 4 | 2 | 4 | 16 | 8 | Cost | Above competitors | Below competitors | 2 | 2 | 4 | 8 | 8 | Quality | Worse than competitors | Best in market | 4 | 3 | 4 | 16 | 12 | Development | difficult | easy | 3 | 2 | 3 | 9 | 6 | Promotional Experience | | | 4 | 3 | 4 | 16 | 12 | Target Consumer Group | New consumer group | Existing consumer group | 3 | 3 | 5 | 15 | 15 |…...

Similar Documents

Nespresso Mkt

...Todos los servicios del Club Nespresso unidos. Le invitamos a vivir intensamente el mundo único de Nespresso en nuestras Boutiques, símbolo de modernidad y estilo. • El arquitecto francés Francis Krempp ha creado un diseño único que combina el Art Déco con las formas y los materiales más contemporáneos. • Se trata de una mezcla ecléctica de materiales que fusiona la calidez de la madera, la suntuosidad de la piel, el vanguardismo del metal y la pureza del cristal. • Presenta dos formas geométricas complementarias: el cuadrado simboliza los valores de la marca, es decir, la perfección, el placer, el esteticismo y la sencillez; mientras que el círculo evoca la taza de café, el espíritu de descubrir cosas nuevas, la degustación y los sentidos. Una experiencia de compra que satisface plenamente todos sus deseos. • Descubra todos los productos de Nespresso: los Grands Crus de primera calidad, las variedades Limited Edition, las máquinas y los accesorios para el mantenimiento de la máquina y para hacer posible una gran experiencia cafetera. El salón Carpe Diem ofrece un sentido de eternidad. • Es una zona cálida, confortable y acogedora; un lugar en el que puede relajarse de verdad y experimentar el placer que le proporcionan nuestros excelentes Grands Crus. Los especialistas en café están a su disposición para revelarle los misterios de nuestro excepcional café. • Nuestros especialistas están encantados de poderle aconsejar personalmente, ofrecerle su......

Words: 2712 - Pages: 11


...fundamentele principes zoals: het besteden van aandacht aan consumentenbehoeften, investeren in onderzoek, vernieuwen en hernieuwen van het productgamma met behoud van evenwicht in de productlijnen. Nespresso is een van de vele dochterbedrijven van Nestlé, behorend tot de Nestlé Group. Nespresso voorziet de consument van koffie en koffiemachines. Het verhaal begint bij het oprichten van het hoofdkantoor in 1968 in Zwitserland, Lausanne, waar zich nu ook de twee belangrijkste fabrieken bevinden. Het Nestlé Nespresso bedrijf is een autonoom globaal gemanaged bedrijf dat behoort tot de Nestlé Group. Het is actief in bijna 60 landen met meer dan 83000 werknemers. Het bedrijf is actief in de koffiesector. Naast het produceren van de koffie zelf, staan ze ook in voor het leveren van de eindproducten. Waaronder de koffiecapsules, koffiemachines en zelfs koffietassen. De idee achter Nespresso is de consument meer bieden dan zomaar een goed kopje koffie. Door het hele productieplan op te volgen van boon tot koffie, van koffie tot capsule, en van capsule tot bijhorende machine creëert Nespresso superieure waarde voor de consument. Niet alleen het productieplan staat centraal maar deze superieure waarde wordt nog eens doorgetrokken naar de unieke distributie van de Nespresso-boutiques. Tot nu toe zijn er al 300 boutiques wereldwijd. ....

Words: 364 - Pages: 2


...Practice: The Nespresso Example In early 1988, Mr. Jean-Paul Gaillard had just taken over the Nespresso subsidiary which, despite selling one of Nestle’s most innovative new products, was facing serious financial problems. He therefore had to decide how to rejuvenate the subsidiary’s financial fortunes by developing a new strategy. The Nespresso product was a system, which allowed the consumer to produce a fresh cup of espresso coffee at home. Though simple in appearance and use, it took Nestle more than ten years to develop it. The system consisted of two parts: a coffee capsule and a machine. The coffee capsule was hermetically sealed in aluminum and contained 5g of roast and ground coffee. The machine consisted of four parts-a handle, a water container, a pump and an electrical heating system. These four parts were cast into a body and formed the machine. The use of the Nespresso system was straightforward. The coffee capsule was placed in the handle which was then inserted into the machine. The act of inserting the handle into the machine pierced the coffee capsule at the top. At the press of a button, pressurized, streamed water was passed through the capsule. The result was a creamy, foamy and high-quality cup of espresso coffee, The new product was introduced in 1986. The original strategy adopted by Nestle was to set up a joint venture with a Swiss-based distributor called Sobal to sell the new product. This joint venture (named......

Words: 595 - Pages: 3

Retail Marketing: the Case of Nespresso

...NESPRESSO AND ITS STORES - SYNOPSIS RETAIL MARKETING HA – E125 Autumn 2012 Cpr n° 051092-3138 Cpr n° 270790-4162 Copenhagen Business School PURPOSE STATEMENT This synopsis will present some problems related to the brand Nespresso and more specifically concerning its store management. We will focus on issues associated on store layout, design and visual merchandising. Nowadays, Nespresso highlights its boutiques while they were not integrated in the initial business model of Nespresso. Indeed, they have only been created in 2002 in order to address customers’ needs. The brand decided to develop its boutique due to the growing demand of its customers for a face-to-face contact, which means a lack of direct relationship with them. However, this touchpoint is indispensable in the strategy of the brand nowadays. In France for example, the rate of opening of shops is about two or three a year. First we will present briefly the brand Nespresso and its products. Thus we will approach its positioning and channels of distribution in order to introduce the store concept and design of Nespresso. Finally we will deal with theories related to our problem statement: the store design and atmosphere in Nespresso boutiques and the SOR model. CASE PRESENTATION Nespresso is the leader on the premium portioned coffee market. The brand was created in 1986 by Nestlé Group which is located in Switzerland and has a turnover of almost two billion euros. Nespresso changed the idea of coffee......

Words: 2503 - Pages: 11


...Nespresso Table of contents I) Introduction a. Company b. Product II) STEP Analysis a. Socio-cultural b. Technological c. Economic/competitive d. Political III) Segmentation Strategies a. Geodemographic segmentation b. Psychographic segmentation c. Behaviour segmentation d. Segmentation analysis IV) Recommendations V) Sources I) Introduction Nespresso belongs to the Nestle Group but Nespresso is also its own company and product at the same time. So I will introduce Nestle briefly and will focus the report on Nespresso as an individual company/product. a. Company Nestle was built in 1866 by Henri Nestle, a pharmacist who developed baby food for babies who did not get their mother’s milk. Nestle doubled its size during World War I. In the 1920s, Nestle expanded its range of products like chocolate that became its second activity after milk. Nestle profits dropped down during due to effects of World War II. In 1947, Nestle had a dynamic phase with acquired companies like Findus and L’Oreal. In the 1990s, Nestle continued acquiring companies like San Pellegrino and others. Today, Nestle is one of the most important groups for food sales. (Nestle UK) b. Product Nespresso SA is part of the Nestle Group, it was founded in 1986. The Nespresso system is an espresso machine using pre-measured capsules. It was introduced in Japan (1987), France & USA (1991), Benelux &...

Words: 2255 - Pages: 10


... The Nespresso story began over 27 years ago with a simple but revolutionary idea: enable anyone to create the perfect cup of espresso coffee just like skilled baristas, but in your little environment.   The Nespresso concept has redefined and revolutionised the way millions of people enjoy their espresso coffee today. It has shaped the global coffee culture. Thanks to continuous innovations and highest quality, Nespresso has evolved from being the pioneer and trendsetter for portioned coffee into a worldwide reference. Let’s go back to the start of this amazing journey! In 1986, Nestlé Group founded the company Nespresso SA. It was inspired by Luiggi Bezzera’s original espresso coffee concept. It developed a revolutionary system of portioned, encapsulated coffee and dedicated machines that interact to deliver what was expected to be a perfect coffee. But only four initial coffee varieties included Capriccio, Cosi, Decaffeinato and Bolero (now known as Volluto) were offered. And the first two machines offered (the C100 and C1100) are designed to resemble mini espresso machines that people were used to seeing and enjoying at cafés and restaurants. In 1989, Nespresso first tested the Nespresso system in the Swiss household market with Turmix as machine partner. . In 1991, Nespresso SA takes a huge turning point deciding to produce their own machines exclusively with Eugster, which becomes their exclusive producer. Within the same year, Nespresso enters the......

Words: 923 - Pages: 4


...May 3, 2012 12:55 pm Nestlé to open third Nespresso factory By Haig Simonian in Zurich Nespresso, the fast-growing premium coffee brand owned by Switzerland’s Nestlé, on Thursday brushed off fears of rising competition for high-margin capsules with plans for a third factory to boost output to meet surging global demand. Nespresso, whose sales grew by about 20 per cent to SFr3.5bn last year, said it would invest SFr300m on a new plant in Romont in the Swiss canton of Freiburg. The factory will be similar to the second Nespresso plant at Avenches, built and then swiftly extended to relieve pressure on Nespresso’s original production site. “Some 25 years after creating the portioned coffee segment, the third Nespresso production centre will provide the capacity needed to sustain growth in Europe and develop our brand globally.” said Patrice Bula, Nespresso chairman. The new plant, to cost SFr300m and create more than 400 jobs, is expected to start production in the first half of 2015. Nestlé does not reveal financial data for Nespresso, other than a rounded annual sales figure. Analysts believe the business, which effectively created a new market segment around the world, is extremely profitable, with margins of more than 25 per cent. Nespresso’s success, boosted by clever advertising featuring US actor George Clooney, has however prompted growing competition, most recently form Starbucks. The US coffee group last November launched a single cup coffee system,......

Words: 322 - Pages: 2

Case Nespresso

...Nestle - Nespresso Marketing Strategic About Nestle Nestle is a Swiss multinational food and beverage company headquartered in Vevey, Swiss. Nestle’s products include baby food, bottled water, breakfast cereals, coffee and tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. 29 of Nestle’s brands have annual sales of over 1 billion Swiss francs including Nespresso, Nescafe, Kit Kat, Smarties, Nesquik, Stouffer’s, Vittel and Maggi. Nestle has 447 factories operates in 194 countries and employs around 333,000 people. Nestle was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in 1866 by brothers George Page and Charles Page, and Farine Lactee Henri Nestle, founded in 1866 by Henri Nestle. Nestle Coffee Industry In 1985, Nestle’s coffee division was in a comfortable position regarding the overall coffee market. Long time leaders, Nestle was present and leading the mass coffee market since 1938 when it first launched it soluble coffee brand, Nescafe. Other players, such as Phillip Morris and Sara Lee, were also big multinational brands that somehow threatened Nestle leadership but that through the last two decades have not been able to achieve a threatening and sustainable growth. Early in 1980s, coffee market was losing some of its attractiveness due to the stagnation of coffee consumption. Soft drinks and fruit juices were gaining market space to coffee products and growth was being achieved through price increases...

Words: 2671 - Pages: 11

Nespresso Analyse

...Informatie & Voorlichting Michiel Kool MC2B Nespresso 2.Voorwoord Wij hebben samen besloten om dit project van Informatie & Voorlichting te doen over de koffiegigant Nespresso. Voor dit project hebben we verschillende opdrachten uit moeten voeren. Deze opdrachten zijn te vinden in de komende pagina’s. 3.Inhoudsopgave 1. Voorblad Blz. 1. 2. Voorwoord Blz. 2. 3. Inhoudsopgave Blz. 3. 4. Hoofdstuk 1.1 Blz. 5. 5. Hoofdstuk 1.2 Blz. 10. 6. Bronvermelding Blz. 11. 4.Hoofdstuk 1.1 Zoek 3 websites over het bedrijf en product met 3 verschillende zenders, waarvan 1 duidelijke advertentie. Per website 1. Wie is de zender en wie zijn ontvangers? 2. Welke communicatiemodaliteit betreft het? 3. Wat is de boodschap? Website 1: 1. Wie is de zender en wie zijn de ontvangers? De zender is Nespresso en de ontvangers zijn de mensen die beschikken over een Nespresso koffie apparaat. En de daarvoor benodigde capsules nodig hebben. Maar de reclame is ook bedoeld om mensen te overtuigen van de kwaliteit van Nespresso. De ontvangers kunnen handig hun eigen favoriete smaak opzoeken door verschillende criteria aan te kruisen, voor het ideale kopje koffie. 2. Welke communicatiemodaliteit betreft het? Het betreft de volgende communicatiemodaliteiten, Public Relations en Reclame. Een goed voorbeeld hiervan zijn de verschillende Nespresso-reclames op de televisie met beroemdheid ‘’George Clooney’’ ook is...

Words: 1581 - Pages: 7

Nespresso Case

...EXECUTIVE INTERVIEW Changing the Strategy at Nespresso: An Interview with Former CEO Jean-Paul Gaillard CONSTANTINOS MARKIDES, London Business School DANIEL OYON, University of Lausanne Background to the Interview Nespresso represents one of the most innovative ´ new products developed by the Swiss giant, Nestle. The product is basically a system that allows the consumer to produce a fresh cup of espresso coffee at home. Though simple in appearance and use, it took Nestle more than 10 years to develop it. ´ The system consists of two parts: a coffee capsule and a machine. The coffee capsule is hermetically sealed in aluminum and contains 5 g of roast and ground coffee. The machine consists of four parts — a handle, a water container, a pump and an electrical heating system. These four parts are cast into a body and form the machine. The use of the Nespresso system is straightforward. The coffee capsule is placed in the handle which is then inserted into the machine. The act of inserting the handle into the machine pierces the coffee capsule at the top. At the press of a button, pressurized, steamed water is passed through the capsule. The result is a creamy, foamy and high-quality cup of espresso coffee. The new product was introduced in 1986. The orig´ inal strategy adopted by Nestle was to set up a joint venture with a Swiss-based distributor called Sobal to sell the new product. This joint venture (named Sobal-Nespresso) was supposed to purchase the 296 machines......

Words: 3955 - Pages: 16

Nespresso Swot

...Executive Summary INDEX NESPRESSO COMPANY INTRODUCTION Internal and External Analyses Introduction of the model The methodogy used to analyse Nespresso Business Model is ‘Business Model Generation’ by Osterwater and Pigneur 2009. The methodology uses a model named Canvas, which divides the business model into 9 segments. The concept is simple, relevant, and understandable to analyse a company. This concept has been applied and tested around the world and is already used in organizations such as IBM, Ericsson and Deloitte. The nine basic building blocks are shown in the logic of how a company intends to make money. The nine blocks cover the four main areas of a business: customers, offer, infrastructure, and financial viability. The business model environment of the company is analyzed in the external analyses using a mythology designed by Osterwater eg. The four main area of the environment are; Industry forces, key trends, market forces and macroeconomical forces. External analyses In this section the external environment influences on a company such as Nespresso are analysed into a treat or an opportunity depending on the implication on the E-business strategy of Nespresso. 1.Market forces 1.1.Global coffee consumption is growing World consumption has been growing at an average of 2.5% annually since 2000. This development indicates an opportunity for Nespresso as consumers will purchase more coffee. 1.2.Sustainability in the......

Words: 1683 - Pages: 7


...marque Nespresso  A. Descriptif de la marque Nespresso est une marque de Nestlé, groupe suisse, leader mondial de l’agro-alimentaire. Créé en1989, Nespresso redonne au café une image de luxe, de produit haut de gamme qui au delà de sa valeur d’usage, procure un moment précieux, de plaisir et de détente. La signature résume, à elle seule, l’originalité et la force de cette marque dont toute la stratégie marketing consiste à nous faire oublier le produit pour nous proposer un art de vivre et de consommer autrement. B. Analyse stratégique du marketing : Le marché du café est segmenté en deux grandes parties : le moulu et le soluble. Voici un schéma qui représente la segmentation du café du point de vue de l’offre et donc de la position de Nespresso et de ses principaux concurrents : Café Moulu Soluble Dosettes Filtre Home Café Tassimo Malongo Nespresso Senseo En ce qui concerne la demande, nous avons cherché à déterminer les utilisateurs du produit et par la même occasion d’établir la (les) différence(s) entre les consommateurs de Nespresso et ceux de ses concurrents. Le sexe et la zone géographique n’étant pas significatifs pour segmenter Nespresso, nous avons retenu l’âge et la CSP. Café Age CSP - 28 ans 28-49 ans CSP + 50 ans + CSP - CSP ++ Nespresso Home......

Words: 1695 - Pages: 7


...------------------------------------------------- March 01, 2012 How a brand could go ahead: Nespresso Nespresso, Swiss brand, was a separate company created in 1986 as a 100% owned Nestlé affiliate aiming to further develop, produce and market the Nespresso system. The product consisted of high quality coffee packed in aluminum capsules for exclusive use in specially designed machines. There were eight available coffee varieties. With this product, Nespresso was developed as a totally innovate system. However, the company had to face some troubling signs of market. Nespresso was on sales fields for both the machines and the capsules, but at the end of 1987 just half of the manufactured machines were sold, and without the machines further coffee capsules would not sell. Consequently to this, the machines had defects that were consuming much of the maintenance and service budgets that were covering in total by Nestlé. We can see at this point, that one of the causes of the losses of the company was the slow sales in non-traditional espresso markets like japan. Given this situation, we can identify two problems faced by the company: the first one was a problem of distance with the customer, and the second one, it seems as if the company had forgotten its primary purpose: the sale of coffee, not machines. For the first issue, Nespresso had to have thought about the customer (what he wanted) within its distribution strategy. In addition, Nespresso needs to think......

Words: 525 - Pages: 3


...Nespresso: Porter’s five forces of the portion-coffee market Introduction Portion-coffee is defined as single cup coffee systems, offering individual portions of freshly ground coffee. Portion-coffee systems come in several coffee machines systems like, filter, automatic, pads or capsules . In this segment, Nespresso offers hermetically sealed and colored capsules containing a wide range of tastes. The portion-coffee market could be of great interest for investors, as this market grew by 44% between 2006 and 2007 (see Appendix XX) and has been growing constantly since then. In 2009, Nespresso held 20% of the espresso & filter portioned coffee machines market, and its sales grew 30% annually over the past 8 years . The portion coffee market is one of the fastest-growing segments of the coffee market. Pods represented, 20 to 40% of the value of ground coffee sales in the $17 billion European coffee market in 2010. Moreover, the portion-coffee market is expected to triple to $15 billion by 2012 . The following sections will analyze the competitive environment of portion-coffee through the five-force analysis. Conclusions are made on the global investment interest of the portion coffee market. Threat of substitutes Substitutes of portion-coffee are the following: filter coffee, instant coffee and traditional espresso. Additionally, substitutes of coffee, in general, are also other hot drinks such as tea or non-caffeine products that imitate coffee such as roasted...

Words: 294 - Pages: 2

Nespresso Marketing Management Case

... Introduction : Launched 30 years ago, Nespresso is a subsidiary of Nestlé and one of the world’s leader on the coffee market. The brand became famous through its coffee makers working with pods, it is also Nespresso who opened the coffee pod segment as it was the first company to launch coffee makers working with pods. Nespresso wanted to innovate by creating the “Nespresso experience”. In this case, we will analyze the company and its strategies through the SWOT. SWOT analysis Internal diagnosis STRENGTHS A high visibility internationally: Nespresso, is part of Nestlé, which is one of the worldwide leader concerning consumer goods products: the turnover represents 58 billion euros, the company employs 250 000 people in 85 countries. So, Nespresso takes benefit from the visibility and the financial power of Nestlé. It enables Nespresso to have a better access to R&D and communication skills. Being part of the Nestlé Group helped Nespresso to become the European leader in the production of espresso machines. A high focus on the clients: One of the key factor of the success of Nespresso, it is that their strategy is based on their relationship with their clients. They listen carefully to the consumer needs and demands in order to promote fidelity within their clients. Excellence and high quality products are part of their strategy. Hence, the products have some particularity in order to enhance the unique aspect of Nespresso: - Very high quality products and a large range......

Words: 3624 - Pages: 15