“Services are invisible” is a term used to describe tangible company offerings. Therefore they do not rely on the five senses to reach their customers, instead companies try to stimulate an emotional reaction.
After having done much research into what drives consumer purchase decisions, we have found that sustainability is a very important factor of these decisions. Studies have shown that 68% of US consumers consider this a vital factor in their product choice. This is why we have chosen to promote Nespresso’s sustainability. Nespresso has created the Nespresso AAA sustainable quality program in 2014 which focuses on coffee sourcing, aluminium sourcing and recycling. Many consumers still believe that Nespresso is an unsustainable business, however they have created many programs, like the one mentioned, including programs that help local communities in war stricken areas. With this advert we want to raise the attention of the consumers, that Nespresso is a sustainable company. Due to the studies on the factors of consumer purchase decisions (as stated above) we are hoping that we can attract more potential customers to the easy, yet sophisticated way of Nespresso.
When we talk about the potential customers we are targeting, we are referring to the middle class coffee consumers. The reason for this being, that many people think being sustainable is rather difficult as the idea is usually always associated with items that are hard to get and rather expensive. By showing them that Nespresso, a luxury product, is easily attainable, well priced and sustainable, we hope that more of these consumers will visit the Nespresso Boutique Flon and join the Nespresso community.
The billboard is located on a busy street in a suburb of Lausanne that leads to the centre of town. The position of this billboard has been deliberately chosen to meet the middle class of society since Nespresso is a brand providing products that are associated with luxury and yet are affordable for everyone. The location means that, at best, advertising is found twice a day by customers; on the way to work to the city and on the way back home. As a result, the brand is constantly in the subconsciousness of customers. In the best case scenario, the billboard reminds the customer that capsules can be bought before or after work, taking him directly to the centrally located Nespresso boutique in Lausanne.
The slogan in combination with the image will inspire the viewer to think. In stimulating the fourth level of the Maslow Pyramid of Needs, the advertisement aims to give the individual a sense of achievement after having purchased a sustainable Nespresso product and therefore we trigger the individuals esteem needs. This sense of achievement is created every morning when the Nespresso consumer brews a fresh cup of sustainable coffee. Nespresso thus gives its customers the feeling of enjoying a luxury product and at the same time doing something sustainable for the environment and the producers. A relationship between the company and the customer is created, whereby the customer identifies himself with the brand.
Bibliography:
Khan Mohd Eshtiaque 25/08/2014, Marketing Plan for Nespresso, Retrieved from https://www.slideshare.net/kmeshtiaque/marketing-plan-for-nespresso
Rémy M. 11/11/2014, Nespresso: the success of the brand, Retrieved from http://naturallygreattraders.blogspot.com/2014/11/nespresso-success-of-brand-image.html
Rahul Chadha 16/01/2019, Sustainability is driving consumers purchase decisions, retrieved from https://www.emarketer.com/content/sustainability-is-driving-consumers-purchase-decisions
Nespresso Boutique Flon 