Integrated Marketing Communication

Group n°4

Aberkane MalikBertrand Fanny Brézillon CaroleMaillet MarieReyt FleurThomas Pauline

AGENDA

The brief Creative ideas

Internet Stakeholders &

KOL

Group n°4

Advertising communication

process

Communication beyond media

Communication at the POS

Packaging In-store

communication

2

AGENDA

The brief Creative ideas

Internet Stakeholders &

KOL

Group n°4

Advertising communication

process

Communication beyond media

Communication at the POS

Packaging In-store

communication

33

THE BRIEF

BUSINESS OBJECTIVESIncrease the market share Increase the volumes sold

MARKETING OBJECTIVESLoyalty

COMMUNICATION OBJEC TIVESDifferentiate from Tassimo (luxury brand VS FMCG product)Brand image: communicate on the fact that Nespresso cares for the environment capsules recycling

BUSINESS OBJECTIVESIncrease the market share Increase the volumes sold

MARKETING OBJECTIVESPenetration of non users

COMMUNICATION OBJEC TIVESBuild awarenessEducate the consumers to this new type of coffee consumption and varietyDifferentiate from Nespresso by proposing a broad range of branded productsCommunicate on partnership with coffee, tea and chocolate

4 Group n°4

Advertising communication process

Communication

beyond Media

Communication at the POS

Diagnosis

Recommendations

CREATIVE IDEAS

Key message : Drink Nespresso. What else?

Advertising idea: No one recognizes George Clooney. Nespresso is the star.

Creative route: analogy & exaggeration

Relevant and impactfulVery ironical Unique in the coffee category

5 Group n°4

Advertising communication process

Communication

beyond Media

Communication at the POS

Diagnosis

Recommendations

CREATIVE IDEAS

Key message: Why don’t you have a Tassimoment? It is easy to use and you can taste a whole range of different branded flavors.

Advertising idea: Tassimo is so easy to use than even a child can make coffee. Moreover, all the family can drink and enjoy it.

Creative route: demonstration (benefit understanding)

Quite relevantNo real creative idea

6 Group n°4

Advertising communication process

Communication

beyond Media

Communication at the POS

Diagnosis

Recommendations

7

Advertising communication process

Communication

beyond Media

Communication at the POS

Diagnosis

Recommendations

Group n°4

Georges Clooney

TYPES OF ADVERTISING

Ad using Scheme: fun comes from the repetition. Use of irony (women who don’t recognize George Clooney). No message on the product itself. Oblique advertising

Nespresso is the real star.

In a Nespresso store, women are more interested on coffee rather than Georges Clooney

What is it about?

Analysis

Key Message

Advertising Idea

8

Advertising communication process

Communication

beyond Media

Communication at the POS

Diagnosis

Recommendations

Group n°4

Carte Noire – L’alchimie

TYPES OF ADVERTISING

Pathos Register No talk about coffee, only about desireAd based on sense and sensuality symbols with an imagined story. Sense is to be built. No message on the product itself.Oblique advertising

Alchemy between Tassimo and Carte Noire

Transfer the alchemy between Tassimo and Carte Noire into an alchemy between a woman and a man

What is it about?

Analysis

Key Message

Advertising Idea

AGENDA

The brief Creative ideas

Internet Stakeholders &

KOL

Group n°49

Advertising communication

process

Communication beyond media

Communication at the POS

Packaging In-store

communication

10

INTERNET : Owned Media

Group n°4

Communication at the POS

Diagnosis

Recommendations

Communication beyond

Media

Advertising communication

process

A basic website for Tassimo, several micro flash websites for Nespresso, providing original and relevant content.

Similar iPhone apps (geolocalization, news, purchase).

Youtube channels and Facebook fanpages for both brands, Picasa Gallery for Tassimo.

11

INTERNET : SEM and SEO

Group n°4

Communication at the POS

Diagnosis

Recommendations

Communication beyond

Media

Advertising communication

process

Perfect control of referencing and sponsored link (not exclusive for Tassimo).

Creative banners, displays, skycrapers and e-mailings.

Tracking of the internet users (personalized advertisement).

12

INTERNET : Community management

Group n°4

Communication at the POS

Diagnosis

Recommendations

Communication beyond

Media

Advertising communication

process

Very low CM by Tassimo. Ex: no intervention on forums after criticisms.

Consumer ratings (Amazon, Youtube reviews) are impossible to control and are a form of earned media.

Great use of Twitter by Nespresso : Discussions, help, customer service. Same on Facebook.

13

INTERNET : Viral marketing

Group n°4

Communication at the POS

Diagnosis

Recommendations

Communication beyond

Media

Advertising communication

process

A failure for Tassimo: The Tassimo Show has only 44 000 views.

1 300 000 views for the Nespresso campaign with John Malkovich as God.

Surprising animation when arriving on the Youtube Channel, possibility to choose the end, cut-up the movie, create a new one and send it to friends.

Nespresso sent contests with hashtags on Twitter to be quoted a lot.

44 000 Views

1 300 000Views

14

STAKEHOLDERS

Group n°4

- Ambassador of the brand- Positive impact on the brand image- Its style fits perfectly with the brand’s values

George Clooney

No stakeholder

Communication at the POS

Diagnosis

Recommendations

Communication beyond

Media

Advertising communication

process

15

KEY OPINION LEADERS

Group n°4

No KOL

Partnership with Bocuse d’Or - Partnership with the prestigious international cuisine competition- This year, Christian Le Squer (3 stars Michelin and 4 toques Gault & Millau) cooked recipes using Nespresso’s Espresso Leggero

Nespresso & the Rainforest Alliance -“Ecolaboration” program: aims at protecting the environment (coffee production in a sustainable way) - Videos of Rainforest Alliance experts explaining how Nespresso’s triple A program helps protecting the environment and the biodiversity

 

Communication at the POS

Diagnosis

Recommendations

Communication beyond

Media

Advertising communication

process

AGENDA

The brief Creative ideas

Internet Stakeholders &

KOL

Group n°416

Advertising communication

process

Communication beyond media

Communication at the POS

Packaging In-store

communication

PACKAGING - Nespresso

Group n°4

Communication beyond

Media

Diagnosis

Recommendations

Communication at the

POS

Advertising communication

process Logotype

Colour branding

Icon

Structure

Range visual

17

PACKAGING - Tassimo

Group n°4

Communication beyond

Media

Diagnosis

Recommendations

Communication at the

POS

Advertising communication

process LogotypeColour branding

Icon

Structure

Range visual

On the right, a cup and on the left, the cap which indicates the taste.

A soft grey/silver and glossy packaging

18

IN-STORE COMMUNICATION

Group n°4

Communication beyond

Media

Diagnosis

Recommendations

Communication at the

POS

Advertising communication

process Very different

challenges:

Nespresso: Beautiful Playfull Luxury

Tassimo: Recognizable Eye catching Differentiating

19

20 Group n°4

Diagnosis and recommandations

DIAGNOSIS

Group n°4

Communication beyond

Media

Communication at the POS

Recommendations

Diagnosis

Advertising communication

process

Advertising communication

process

•Very strong brand image•Creative idea (Georges Clooney)•Luxury brand positionning

•No real brand image•Only product based approach•FMCG product positionning

Communication beyond media

•Present and very active in all type of media•Powerful stakeholder & KOL

•Poor presence•No KOL or stakeholder

Communication at the POS

•Own shop with a luxury image•Packaging using luxury brand codes•Real shopping experience for the customer

•FMCG product•New packaging but not for all the range and o communication around

Global Diagnosis Very Coherent IMC Huge lack of coherence

21

RECOMMENDATIONS

Group n°4

Communication beyond Media

Communication at the POS

Diagnosis

Advertising communication

process

Very good example of a perfect IMC!

• Try to think about the post-George Clooney era.

• Respond to capsules sold in hypermarkets, reinforce the customer feeling of belonging to a selective club. Reinforce CRM by creating silver, gold and black cards for customers and invite them to special events

22

Recommendations

RECOMMENDATIONS

Group n°4

Communication beyond Media

Communication at the POS

Diagnosis

Advertising communication

process

Familly

Simplicity of use

Sharing

For everyone

taste

Well knownbrands

Define clearly its universe

23

Recommendations

RECOMMENDATIONS

Group n°4

Communication beyond Media

Communication at the POS

Diagnosis

Recommendations

Advertising communication

process

Good start for an IMC Campaign

Create very distinctive characters

Use these characters at every level of communication : media, POP

Create specific animated program for children

Create a dedicated websites

Find KOL and Stakeholders with a strong family image

24

25 Group n°4

THANK YOU FOR YOUR ATTENTION