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
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
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25 Group n°4
THANK YOU FOR YOUR ATTENTION