In order to design a product that creates value, a crucial step known as the analysis phase is set up. During that, a plan is set up to gather data, which is then carefully studied to uncover important insights. Before diving in, a clear problem statement is formulated: design a new mass-producible Nespresso coffee machine, that uses a single-portion system, which is more sustainable than industry standards. The statement gives a clear base to what information needs to be seeked.
Analysis
Nespresso as a brand
Known for their iconic commercials with George Clooney and their outstanding coffee quality, Nespresso2 is a Swiss based coffee company owned by multinational Nestlé. Nespresso sells coffee machines that are compatible with their famed coffee pods. The company operates by acting on their vision which is: Cultivating coffee as an art to grow the best in each of us.1 This results in a focus on the following three points:
1. We push the boundaries
With their innovation they want to help address society’s greatest challenges.
2. We constantly deliver ‘Extraordinary’
They are delivering ‘Extraordinary’ with their diverse teams, taking bold commitments and creating surprising experiences for their customers.
3. We believe coffee is an art
Coffee is considered an art with its good taste and beauty, that is the best at Nespresso according to themselves.
With this project the team takes on the same mentality, pushing the boundaries of sustainable future for single portioned coffee. In the end the solution delivered needs to be extraordinary.
Moving on to the two main customer-segments of Nespresso, which are In-home and Business. Nespresso describes their In-home clients as Upper (middle) class epicureans who are over the age of 30 and pay attention to quality of coffee and satisfaction of self-esteem need.3 This is really taken as a base when formulating the target group for this project, as Nespresso has already built a big customer base, it is smartest to start with them.
With a network of over 120,000 farmers and 800 stores in 76 countries, Nespresso has a evident foothold in the single serve coffee market. Meaning there are sufficient means to deliver the product to the customers.
Being a big player in the market does not set them free from obstacles. European legislation will come in place that bans non-biodegradable coffee pods. Since the pods of Nespresso are made of aluminium, a new way has to be figured out, while still holding onto the important characteristics of Nespresso.
More detailed analysis of the brand can be seen in the Appendix ‘’Marketing report.’’
1 Unknown. (May 4, 2012.). Nespresso, what else? http://coffeechannel.blogspot.com/2012/05/nespresso-what-else.html