IMC PLAN
MONG JR. HENRY, KWAN WING YIN, JOSÉ MARIA CEREZO, WANG WEN ZHENG, PRISCILLA AYLEEN
Introduction of Nespresso
03
Threats Faced by Nespresso
04
Target Audience and Customer Insights
06
Positioning Strategy of Nespresso’s Original Line
08
TABLE OF CONTENTS
Communication Objectives of the IMC plan
09
The Big Idea
10
Public Relations Tool
13
Advertising Tool
18
Revolutionary premium coffee company that makes home-brewing simple and better.
Nespresso’s Original Line is for you to experience the classic espresso.
ABOUT NESPRESSO
ORIGINAL OR VERTUO?
Scroll down to take the quiz to figure out what kind of Nespresso machine suits you!
THREATS
1. PRICE
Consumers reducing spending on luxury items
2. SUSTAINABILITY
Carbon footprint and potential stricter regulations on the production of aluminum pods
3. COMPETITION
Saturated market in the industry
IMC PROGRAM
SEGMENTATION
Middle to upper-middle income group of people aged 18-35 who value convenience and quality but are constrained by their limited living space.
Demographic
Psychographic
Behavioral
People who appreciate artisanal products and people who are aware of the importance of living sustainably.
Busy young professionals who are heavy coffee drinkers yet also those who are looking to reduce their caffeine consumption.
CONSUMER INSIGHTS
01
UNMET NEEDS
Cost-effective and convenient high quality normal and decaf coffee
at home.
02
MARKETPLACE GAP
Only coffee shops like Starbucks sell decaf options, and only one bean choice is available.
03
EMOTIONAL CONNECTION
Fulfillment and pride in crafting their own preferred drinks in a sustainable manner.
POSITIONING STRATEGY
CURRENT
PROPOSED
Affordable, high-quality, and environmentally friendly coffee solution for the modern, time-conscious consumer.
ORIGINAL LINE
Highlight the machine’s ability to deliver a customizable and artisanal coffee experience in a compact and eco-friendly design.
Emphasize on decaf options and crossover flavors.
Communication
Objectives
AWARENESS & COMPREHENSION
Convenience, abundance of choice, sustainability and recyclability of Nespresso.
INTEREST
Pique consumers’ interest in the unique features and benefits of having a Nespresso Original Coffee Machine.
CONVERSION
Drive sales by showcasing the Nespresso Original Coffee Machine and Capsules’ practicality and affordability.
PREFERENCE
Highlighting its ability to meet specific needs and creating brand loyalty.
BIG IDEA
Brew Your Perfect Moment
Wherever you want, however you want
BIG IDEA
Brew Your Perfect Moment
Wherever you want, however you want
New Decaf Coffee
Capsule Line
Highlights Benefits of Machine
Press Conference
In-store Event
Crossover
Experiential
Marketing
Advertising Tool
Point-of-purchase
Display
IMC PROGRAM TOOLS
Brew Your Perfect Moment
Wherever you want, however you want
ADVERTISING TOOL
Shu Qi
A true Hong Kong cultural symbol who combines elegance with authenticity. She connects the contemporary haute bourgeois with the man in the street, a woman for all.
Celebrity endorser & emotional execution strategy with a cool and stylish tone. Solidifying Nespresso’s brand personality of being premium and stylish.
Advertising Tool
01
Print Ad
Storyboard for video ad
Part 1:
Mornings with Nespresso
Part 2:
Break times,
Good times
Part 3:
Brew your perfect moment
PUBLIC RELATIONS TOOLS
Decaf Day at Nespresso Store in Festival Walk to let customers try the new capsule line & play mini games to win prizes
Launch the new decaf & crossover capsules line, highlighting the variety, flavour, and eco-friendly design
Press Conference
02
In-store Event
03
Free Nespresso Decaf tasting
Play mini games and win prizes:
Register yourself and get a chance to participate in the lucky draw
Interactive Experience Area
Social Media Engagement
PUBLIC RELATIONS TOOLS
In-store Event
03
PROMOTIONAL TOOLS
Eye-catching displays in stores that emphasize the new capsule line and coffee options.
Demo stations in malls where customers can play gacha games to win the new capsule line
Nespresso x Godiva, decaf mochas, mochas, special mini chocolate bars for Nespresso
Crossover
04
Experiential Marketing
05
Point-of-purchase Display
06
Continuous
Social media, website & display ads, POP display
Flighting
YouTube, banner, print ads
One-time
Press conference, in-store event, crossover
PROPOSED 12-MONTH SCHEDULE
Thank You