{"id":257,"date":"2007-03-13T10:21:05","date_gmt":"2007-03-13T10:21:05","guid":{"rendered":"http:\/\/visionary.wordpress.com\/2007\/03\/13\/nespresso-la-marque-qui-donne-l%e2%80%99exemple\/"},"modified":"2024-05-02T07:00:50","modified_gmt":"2024-05-02T05:00:50","slug":"nespresso-la-marque-qui-donne-lexemple","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2007\/03\/13\/nespresso-la-marque-qui-donne-lexemple\/","title":{"rendered":"Nespresso, la marque qui donne l\u2019exemple"},"content":{"rendered":"

Nespresso, une marque forte et dont la signature r\u00e9sume, \u00e0 elle seule, l’originalit\u00e9 et la force de cette marque. Une marque dont toute la strat\u00e9gie marketing a consist\u00e9 \u00e0 nous faire oublier le produit pour nous proposer un art de vivre et de consommer autrement.<\/i><\/p>\n

Une marque forte, Nespresso, et une belle r\u00e9ussite. What Else ?<\/h2>\n
\""Nespresso,
\u00ab\u00a0Nespresso, what else ?\u00a0\u00bb\u00a0Quelle r\u00e9ussite!<\/figcaption><\/figure>\n

Avec son positionnement volontairement \u00e9litiste et haut de gamme, cette filiale de Nestl\u00e9<\/a>, s’est toujours d\u00e9marqu\u00e9e de la concurrence choisissant d\u00e9lib\u00e9r\u00e9ment d’ignorer les grands r\u00e9seaux de distribution pour une diffusion plus confidentielle dans ses boutiques d\u00e9di\u00e9es et sur le Web.<\/p>\n

Nespresso ne s’est jamais positionn\u00e9 comme un simple distributeur de caf\u00e9. La marque a construit sa notori\u00e9t\u00e9 et a d\u00e9velopp\u00e9 sa client\u00e8le autour de la notion de \u00ab\u00a0club\u00a0\u00bb.<\/p>\n

\"marque
NEspress, quelle marque, quel slogan !<\/figcaption><\/figure>\n

Un club d’acheteurs et de \u00ab\u00a0d\u00e9gustateurs\u00a0\u00bb de caf\u00e9 (car, chez Nespresso<\/strong>, on ne \u00ab\u00a0consomme\u00a0\u00bb pas du caf\u00e9, on le \u00ab\u00a0d\u00e9guste\u00a0\u00bb!). Pour garantir \u00e0 ses clients \u00ab\u00a0la meilleure qualit\u00e9 dans la tasse\u00a0\u00bb, Nespresso <\/strong>contr\u00f4le l’ensemble de la cha\u00eene de la conception des machines, au choix des caf\u00e9s, jusqu’\u00e0 la vente.<\/p>\n

<\/a>Malgr\u00e9 sa faible contribution au chiffre d’affaires (4%) , la vente de l’appareil est strat\u00e9gique pour l’entreprise: \u00ab\u00a0C’est la cl\u00e9 d’entr\u00e9e sur ce march\u00e9<\/em>\u00a0\u00bb d\u00e9clare Roberto Eggs<\/strong>, Pr\u00e9sident des activit\u00e9s fran\u00e7aises, car, une fois qu’il a acquis sa machine, le client est oblig\u00e9 de s’approvisionner aupr\u00e8s de Nespresso <\/strong>pour les capsules (92% du C.A).<\/p>\n

A l’autre bout de la cha\u00eene, on trouve les boutiques et les bars. Toujours des espaces exclusifs, au design \u00e9pur\u00e9 et luxueux o\u00f9 l’on ne trouve que les produits de la marque. Nespresso<\/strong> en a ouvert 40 en 2006 et s’appr\u00eate \u00e0 inaugurer la plus prestigieuse de toute- 1500 m\u00e8tres carr\u00e9s sur les Champs Elys\u00e9es<\/strong>– d’ici la fin de l’ann\u00e9e. Ce sera la vitrine mondiale de la marque.<\/p>\n

La fid\u00e9lisation client au c\u0153ur de la marque Nespresso<\/h3>\n

Pour Nespresso<\/strong>, la fid\u00e9lisation du client est \u00ab\u00a0le nerf de la guerre\u00a0\u00bb. Malgr\u00e9 sa croissance rapide (+ 42% en un an), la marque a r\u00e9ussi \u00e0 pr\u00e9server avec ses clients une qualit\u00e9 de relation assez exceptionnelle. Le club s’est ouvert mais les membres sont toujours trait\u00e9s comme s’ils faisaient partie d’un cercle ferm\u00e9 (mailings personnalis\u00e9s, magazine haut de gamme, offres exclusives, s\u00e9ries limit\u00e9es)… Cette politique valorisante permet de mieux \u00ab\u00a0faire passer\u00a0\u00bb le prix \u00e9lev\u00e9 des capsules et favorise le parrainage, une source de recrutement essentielle pour l’entreprise.<\/p>\n

Deux autres \u00e9l\u00e9ments occupent \u00e9galement une place de choix dans la strat\u00e9gie du g\u00e9ant suisse: l’innovation et la communication.<\/p>\n

Innovation rime avec caf\u00e9<\/h3>\n

Pour ne pas se faire rattraper par la concurrence et pour continuer \u00e0 s\u00e9duire sa client\u00e8le, Nespresso<\/strong> est \u00ab\u00a0condamn\u00e9\u00a0\u00bb \u00e0 innover en permanence. Faire \u00e9voluer le produit et s’ouvrir aux nouvelles techniques de communication sont des priorit\u00e9s pour l’entreprise. Nespresso <\/strong>propose de nouveaux ar\u00f4mes chaque mois et une nouvelle gamme de machines tous les deux ans. L’entreprise a aussi \u00e9t\u00e9 l’une des premi\u00e8res \u00e0 se lancer dans le marketing mobile<\/strong> (wap, sms, mms).<\/p>\n

Communication de marque, l’effet Clooney Nespresso<\/h3>\n

Nespresso<\/strong> cherche aujourd’hui \u00e0 d\u00e9velopper sa notori\u00e9t\u00e9 et \u00e0 asseoir son image aupr\u00e8s du grand public.<\/p>\n

La premi\u00e8re op\u00e9ration en ce sens a \u00e9t\u00e9 la campagne de publicit\u00e9 avec Georges Clooney.<\/p>\n

Un score de reconnaissance de folie<\/h3>\n

Un grand succ\u00e8s et des r\u00e9sultats \u00e0 faire p\u00e2lir d’envie tous les annonceurs:<\/p>\n

Score de reconnaissance = 66% (standard 31%)<\/p>\n

Score d’agr\u00e9ment 85% (standard 56%)<\/p><\/blockquote>\n

R\u00e9sultats:<\/u> en l’espace d’une seule campagne, Georges Clooney<\/strong> est devenu l’ic\u00f4ne Nespresso<\/strong>. Son image et son style collent parfaitement \u00e0 la marque sans la cannibaliser. Les membres du club se reconnaissent en cet ambassadeur de charme. De nouvelles campagnes sont en pr\u00e9paration.<\/p>\n

Coupe de l’America<\/h3>\n

Une autre op\u00e9ration risque \u00e9galement de faire beaucoup parler d’elle dans les prochains mois: La marque de caf\u00e9 de Georges Clooney<\/strong>\u00a0est devenue le caf\u00e9 officiel de la finale de la Coupe de l’America<\/strong> \u00e0 Valence<\/strong> en Espagne et le sponsor de l’\u00e9quipe suisse.Encore une op\u00e9ration prestigieuse et hautement m\u00e9diatique.<\/p>\n

Et le d\u00e9veloppement durable en prime<\/h3>\n

Pour clore l’analyse, la marque a pris r\u00e9solument position pour le d\u00e9veloppement durable et le commerce \u00e9quitable.<\/strong> Cf. Nespresso AAA Summercampus et Nespresso AAA sustainable quality program.<\/strong><\/p>\n

Je pense que vous serez d’accord avec moi pour en conclure que d\u00e9cid\u00e9ment,\u00a0Nespresso est\u00a0LE \u00ab\u00a0caf\u00e9 tendance\u00a0\u00bb<\/a><\/strong><\/p>\n

Pour en savoir plus sur l\u2019exp\u00e9rience client et le marketing relationnel de Nespresso lire l\u2019article\u00a0<\/strong>Pause caf\u00e9 Nespresso<\/a>)<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Nespresso, une marque forte et dont la signature r\u00e9sume, \u00e0 elle seule, l’originalit\u00e9 et la force de cette marque. Une marque dont toute la strat\u00e9gie marketing a consist\u00e9 \u00e0 nous faire oublier le produit pour nous proposer un art de vivre et de consommer autrement. Une marque forte, Nespresso, et une belle r\u00e9ussite. What Else …<\/p>\n","protected":false},"author":17,"featured_media":72548,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-257","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nNespresso marque qui donne l'exemple en start\u00e9gie marketing<\/title>\n<meta name=\"description\" content=\"Nespresso : la signature r\u00e9sume, \u00e0 elle seule, l'originalit\u00e9 et la force de cette marque et de sa puissante strat\u00e9gie marketing\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2007\/03\/13\/nespresso-la-marque-qui-donne-lexemple\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" 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