Nespresso: the biggest brand of coffee

Nespresso : a historical brand

Nespresso was created in 1986 as a subsidiary of the swiss group “Nestle”. Nespresso is a premium priced coffee. Nespresso is present all over the world with more than 300 retails shops in more than 60 country all around the world.

nespresso brand

Nespresso’s success is made of his high-end positioning in the coffee market. They has based his strategy on:

  • Designed coffee machines
  • Quality of coffee
  • Service
  • Communication

The coffee cap : a revolution in the coffee market

Nespresso was the first brand to think about the coffee cap! A brilliant idea that made the coffee market change. Nespresso created the first machine in 1986. Three years later, the “Nespresso club” is create. The club is one of the distinctive feature.

The gain of an international image with George Clooney

Nespresso became more known when George Clooney became the mascot of Nespresso. With his image and reputation, the actor has given a world reputation to the brand. George Clooney made everyone know the baseline and build the reputation: what’s else? 4 years later, Nespresso has open a boutique in China. The brand has a singular design in its stores. Everything is made to make feel us in a very luxury shops of coffee. The design of the stores and Nespresso’s image are completely related.

A great reputation for the brand with the Positive Cup action

Nowadays Nespresso is more than 650 boutiques present in more than 65 countries. The brand has also created a recycling project for the coffee cap. Nespresso has launch the “positive cup”. The brand has defined its ambitions in sustainable development until 2020. Their objectives are to made coffee and protected the environment.  Environnement is nowaday a very important value for people.  If a brand care for environnement, they would have a better image.

Look at : Explication of the terme « Brand identity reputation »

“Black Friday” and “Cyber Monday” used by brands

Black friday and cyber monday : must-attend event

These events are very much used by brands in order to sale products at smaller prices. Sales are huge in stores and people knows about it, they rush into stores and brands are using it to attract them. Nowadays the term “black Friday” is synonym of joy and excessive sales by stores but it wasn’t like this back in the days. We are also going to talk about Cyber Monday which is also a shopping holiday that works with people. It’s entertaining, like a fun holiday which invite us to buy do good deals. Let’s begin with where the term “Black Friday” comes from :

The origins of the term “Black Friday”

At first, the term was used in an article of the New York Times in 1870. It refered to the crash of the gold market the year before, it did not connoted good at the time. They tried to give the term a more positive way with “Big Friday”. But the term “black Friday” has became the connotation we know today representing good deals for holiday shoppers all around the world.


Black Friday is now a tradition in many countries and is about good deals for customers, big sales at an excessive way for the biggest happiness of people. Brands know about it and use it. With the change of consuming habits of people who spend much more time online, brands have been adapting to this phenomenon and know where to find buyers.

They key for the brand is to produce a campaign that build a long-term equity rather than many sales in one day on black Friday. But who can resist to make much more money on one day on the excuse of holidays? Not brands. Some brands use Black Friday in order to increase mental availability of their brand, that way people will have their brand on their mind very quicky in the memory of a big sale on the Black Friday.

Black Friday is also the occasion for brand to acquire new customers rather than maintain relationship with regulars. For example the brand Patagonia raised 10 million $ with their campaign with the hashtag “Love our planet” on Black Friday. They gave the benefits to an association for the environment.

Brands can also deliver a message to customers in order to be distingued by other brands, with visuals on the site online, good promotions, spirit of happiness and opportunity.

In conclusion Black Friday is a good opportunity for brands to make more sales, attract new customers, build trust with customers and distingue by others.

“Cyber Monday”


Then came the “Cyber Monday” in 2005, it’s the holiday when brands give excellent deals for technologic products. It’s a shopping holiday that brands use in order to increase sales of technologic products and it can only work in a technologic world like ours now.

So you have the big occasion to buy iPad, television, computer, phone at smaller prices and it’s not to disappoint customers. As Black Friday, it’s a very good opportunity to attract new customers and making last relationship with older ones.

What a beautiful holiday? Cyber Monday have been tradition for plural years now and it’s working for brands like Amazon, Best buy…

In 2016 according to Adobe digital Insights, customers spent 6 billion $ on Cyber Monday and Black Friday which proves that holiday shopping works for stores. For more researches, according to data Shopify store owners generated 3,6 times more orders on Black Friday, when Cyber Monday generated 3,1 more orders. These two shopping holidays works the same way and generate same benefits.

We can so conclude that Cyber Monday and Black Friday works the same way and are both benefic to brands whom uses theses holidays to make more sales, increase their popularity, attract new customers and make happy older ones. It’s a very effective marketing technic that brands know about and big stores like Amazon, Best buy or Walmart use it. It’s also very effective at international in other countries like Spain or France.



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Marlboro Brand

Malboro, the learder brand in the tabacco market

Marlboro, leader in the tobacco market, was treated in the same way as the other brands. The brands were indeed obliged to follow the law of « neutral packages » by stopping all personalised packaging, considered as a marketing element intended to sell.

Neutral package: how is it for tobacco brands ?

With the new neutral packages, cigarette sales fell by only 0.7% while those of the Marlboro brand increased by 3.4%.
This is news that should make Marisol Touraine doubtful. Minister of Health of former President François Hollande, she fought to put in place the package of neutral cigarettes among the tobacconists, now mandatory since January. However, the measure, which was supposed to dissuade smokers, has not proved its worth: in the first eight months of 2017, cigarette sales fell by only 0.7%.
This quasi-stability looks like failure from a public health point of view. Even more aggressive for anti-tobacco products, sales of the iconic Marlboro increased by 3.4% over the period.

Market share : how does it goes for brands ?

The market share of the market leader rose from 25.38% to 26.51%. This is a surprise, as Philip Morris’ flagship brand is one of the most expensive, at 7 euros per package. Many expected that the Touraine law, by banning logos, would benefit the least expensive brands. However, the market share of packages at EUR 6.50 has fallen by almost 1 point since January to 48.24%, and the low-cost segment (EUR 6.30 per package) has not taken off at 1.6%. The price differential is too small to divert smokers from expensive brands. The neutral package, on the other hand, benefits the one with the highest notoriety. Indeed, since the brand’s reputation has already been acquired, the beginning of neutral packages has only strengthened the identity of the brands and mainly that of Marlboro. Marlboro is a truly emblematic brand of cigarettes and has become even more prominent since the neutral packages.

How is it for smokers ?

Many smokers may have already experienced it: order their usual cigarette packs and end up with a cardboard box of the same size, but with a dreadful colour, showing a shocking image of sick lungs, necrotic gums or even a corpse. If they were disgusted with this new packaging, the bet is partly successful for the Ministry of Health. The objective of this « neutral package »: remove the aesthetic aspect of the object, considered as an essential marketing tool to recruit and retain consumers and thus reduce tobacco consumption.
If some tobacconists and tobacco manufacturers had already started distributing these new packages, it is mandatory from January 1. The Conseil d’ Etat dismissed the appeals lodged by tobacconists and tobacco manufacturers. The High Court considers that, although this measure constitutes « a limitation on the right of ownership in so far as it regulates the use of trade marks », it is nevertheless « proportionate to the public health objective pursued » and « in conformity with European Union law ».

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