Anny Serafina Love - Nespresso Brand and Target Audience

For this assignment, students were required to select an active business with a social media presence and conduct a brand and target audience analysis. I chose Nespresso and created a presentation outlining its brand identity, website, and social media platforms. The assignment included a general target audience description and two detailed customer profiles using the provided template. Each profile included demographic, psychographic, and behavioral insights, along with a rationale for why these customers align with Nespresso’s brand. The final deliverable was a well-designed PowerPoint presentation that effectively demonstrated my understanding of audience segmentation and social media marketing fundamentals.

1. This Photo by Unknown Author is licensed under CC BY-SA-NC NESPRESSO BRAND AND TARGET AUDIENCE PRESENTED BY ANNY SERAFINA LOVE 2024 JULY 7 This Photo by Unknown Author is licensed under CC BY-SA-NC

2. NESPRESSO | COMPANY DESCRIPTION Nespresso’s journey began in 1986 with a vision to enable anyone to create the perfect espresso, akin to a skilled barista (Nespresso, n.d.). Drawing inspiration from Luigi Bezzera’s early 1900s espresso machine, Nespresso introduced the world to the first portioned coffee system, launching its initial coffee machine, the C-100, along with four signature blends: Capriccio, Cosi, Bolero (now Volluto), and Decaffeinato. This innovative approach quickly set a new standard for coffee-making, combining quality with convenience. Over the past three decades, Nespresso has grown from its Swiss origins into a global brand, present in 81 countries and renowned for its high-quality, sustainably produced coffee enjoyed in homes, offices, hotels, restaurants, and cafés worldwide. Celebrated for its luxurious and innovative contributions to coffee culture, Nespresso continues to push boundaries and redefine the coffee experience. The brand epitomizes the artistry of coffee-making through meticulous bean sourcing and precise cup crafting, catering to discerning coffee enthusiasts who appreciate both quality and craftsmanship. With a rich heritage of over 30 years, Nespresso remains committed to excellence and sustainability, ensuring that every cup delivers a premium coffee experience and aligns with its vision for a more responsible coffee industry. https://images.pexels.com/photos/890317/pexels-photo-890317.jpeg?cs=srgb&dl=kaffee-kapsel-nespresso-rauch-890317.jpg&fm=jpg

3. NESPRESSO | WEBSITE This Photo by Unknown Author is licensed under CC BY https://www.nespresso.com 32.54M Visitors Mar 2024-May 2024 Nespresso USA brings luxury coffee and espresso machines straight from the café and into your kitchen. Explore Vertuo and Original machines and premium…

4. NESPRESSO | INSTAGRAM https://www.instagram.com/nespresso/ 855K Followers, 253 Following, 2808 Posts - Nespresso (@nespresso) on Instagram: "How far would you go for the #UnforgettableTaste of a Nespresso coffee? This Photo by Unknown Author is licensed under CC BY

5. NESPRESSO | X https://x.com/Nespresso @Nespresso 7,165 Following 97.9K Followers Cultivating coffee as an art, to grow the best in each of us. Joined February 2009 This Photo by Unknown Author is licensed under CC BY

6. NESPRESSO | FACEBOOK https://www.facebook.com/Nespresso.US 7.5M likes, 7.5M followers Welcome to the official Facebook page of Nespresso USA, where comments, pictures and #NespressoMoment This Photo by Unknown Author is licensed under CC BY

7. NESPRESSO | YOUTUBE https://www.youtube.com/@nespresso @Nespresso 758K subscribers 5.6K videos Nespresso, the worldwide pioneer and market reference in premium portioned coffee, introduced consumers to the very highest quality Grands Crus coffees to be enjoyed in the comfort of their own homes, as well as to be savoured at locations outside the home, such as luxury restaurants, cafes, hotels and offices. This Photo by Unknown Author is licensed under CC BY

8. NESPRESSO | PINTEREST https:// www.pinterest.com /nespresso/ 89.9k followers. 152 following The Nespresso page is your lifestyle destination for coffee, decor inspiration and everything in between. This Photo by Unknown Author is licensed under CC BY

9. Social Media NESPRESSO | LINKEDIN https:// www.linkedin.com /company/ nestl-nespresso / 628K followers 5K-10K employees Nestlé Nespresso SA At Nespresso, we believe coffee is a force for good which shapes lives and landscapes for the better. Food and Beverage Services Lausanne This Photo by Unknown Author is licensed under CC BY

10. NESPRESSO | TARGET AUDIENCE Nespresso's customers are discerning connoisseurs who view coffee as more than a beverage—it's a ritual of indulgence and refinement. Primarily aged 25-54, they are urban professionals and affluent individuals with significant disposable income, drawn to Nespresso for its blend of convenience, quality, and luxury (SimilarWeb, 2024). This demographic values exclusivity and personalized service, seeking products that elevate their daily routines. Geographically, Nespresso excels in markets such as the US, France, UK, Italy, and Canada, appealing to those who prioritize prestige in coffee choices (SimilarWeb, 2024). With an equal gender split, Nespresso's appeal spans across diverse demographics. Active on Instagram, YouTube, and Reddit, Nespresso customers engage with diverse content spanning coffee culture, luxury brands, lifestyle, technology, home decor, finance, and fashion (SparkToro, 2024). Technologically adept, they embrace innovations in coffee-making and digital experiences that enhance their busy lifestyles, showcasing a preference for convenience and quality in their coffee consumption.

11. Sophia Carter What problem do they have? What are their Goals/Motivations: To enjoy a perfect cup of coffee that fits seamlessly into her busy lifestyle and enhances her daily routine. To discover new Nespresso blends and innovations in coffee-making technology that offer convenience and quality. Seeks products and experiences that provide consistent quality, convenience, and a touch of luxury to elevate her coffee ritual at home. What can you do? What s o lutions do you provide to help your persona achieve their goals or overcome their challenges? Nespresso elevates Sophia Carter's coffee experience with innovative blends and personalized service, ensuring she enjoys premium quality and seamless shopping. By prioritizing convenience and engaging content, Nespresso fosters loyalty and meets Sophia's desire for luxury and exceptional taste. Marketing Messaging: "Transform Your Coffee Ritual with Nespresso: Modern Luxury Tailored to Your Taste.” This approach underscores Nespresso as the ideal choice for Sophia, offering a personalized coffee experience that elevates her everyday moments with sophistication and convenience. Demographics: 30 years old Female MBA Annual Income of $130,000 Senior Marketing Manager Modern loft apartment in Soma district of San Francisco Married to David Carter, a software engineer Planning to start a family in the next few years Communication and entertainment preferences/Social Media preferences: Email for work-related communication, Texts MacBook Pro for work, iPhone 14 Pro Instagram to follow influencers and favorite brands, YouTube for product/service reviews and lifestyle vlogs Buying Habits: Primary decision-maker Every 4 weeks $.80-1.20 per capsule Online store Relies on online reviews and recommendations from friends and influencers in her network Psychographics (about the product or service): Values convenience, quality, and the sensory experience of coffee as a daily ritual. Appreciates personalized service and products that enhance her daily routines. Balances a demanding career with a desire for relaxation and indulgence at home; enjoys hosting small gatherings with friends. Passionate about exploring new coffee flavors, following tech trends, and decorating her home with modern, minimalist aesthetics. Juggling career ambitions with personal interests and maintaining a work-life balance. NESPRESSO | CUSTOMER PROFILE

12. NESPRESSO | WHY SOPHIA CARTER? Sophia Carter embodies the ideal Nespresso customer with her lifestyle and preferences. She values convenience, quality, and the sensory experience of coffee as a daily ritual, residing in a modern, aesthetically curated environment. Sophia appreciates products that enhance her routine with luxury and consistency, enjoying exploring new coffee flavors, following tech trends, and hosting intimate gatherings at home. Nespresso caters to Sophia by offering innovative coffee blends, personalized service, and high-quality coffee-making technology, providing a seamless and elevated coffee experience that aligns perfectly with her busy yet balanced lifestyle. This Photo by Unknown Author is licensed under CC BY

13. Malik Thompson Demographics: 46 years old Male Bachelor’s in Business Administration Annual Income of $150,000 Senior Financial Analyst Modern penthouse in the River North of Chicago Recently divorced No children Communication and entertainment preferences/Social Media preferences: Email for work-related communication, reads news websites and tech blogs Lenovo ThinkPad for work and iPhone 15 Pro Max Instagram occasionally for browsing lifestyle content, YouTube for engaging content that enhances lifestyle and interests Buying Habits: Decision-maker Every 2 weeks $.80-1.20 per capsule Online store, occasionally visits upscale boutiques and specialty stores Relies on peer reviews, expert opinions, and personal recommendations when making purchasing decisions What problem do they have? What are their Goals/Motivations: Achieve personal growth and stability. Maintain a refined lifestyle with gourmet coffee, fine dining, tech gadgets, fitness, and social interactions. Smooth transition into new routines, finding fulfillment in personal growth and a balanced lifestyle while considering sustainability. What can you do? What s o lutions do you provide to help your persona achieve their goals or overcome their challenges? To assist Malik in enjoying the best coffee experiences while aligning with his values of high-quality and sustainability, Nespresso offers a range of premium coffee capsules and convenient, stylish machines. Nespresso’s commitment to sustainability includes recycling programs for our aluminum capsules, supporting Malik in maintaining his refined lifestyle with eco-friendly choices. Marketing Messaging: “Elevate Your Coffee Ritual with Nespresso: Perfectly Suited to Your Refined Tastes.” This approach not only underscores Nespresso's dedication to quality but also reinforces its role in complementing Malik's lifestyle, making each coffee moment a luxurious experience tailored to his exacting standards. Psychographics (about the product or service): Malik values convenience, quality, and sustainability in his daily choices, including coffee. Malik values refined experiences, quality in coffee and dining, and personal growth post-divorce. Malik balances a busy career with travel, dining out, cultural events, and maintaining a charming demeanor. Malik enjoys gourmet coffee, fine dining, tech gadgets, personal space for fitness, and engaging social interactions. Post-divorce, Malik navigates establishing new routines, personal growth, and maintaining his refined lifestyle while also considering sustainability in his choices. NESPRESSO | CUSTOMER PROFILE

14. NESPRESSO | WHY MALIK THOMPSON? Malik Thompson represents the sophisticated, discerning consumer who values both luxury and sustainability. As a customer for Nespresso, Malik embodies those who appreciate high-quality coffee experiences, convenience in their daily routines, and are conscious of their environmental impact. His lifestyle includes a blend of professional success, personal refinement, and a commitment to eco-conscious choices, making him an ideal ambassador for Nespresso's premium coffee offerings and sustainability initiatives. Malik's endorsement underscores Nespresso's ability to cater to individuals who seek to elevate their coffee rituals while aligning with their values of quality and environmental responsibility. This Photo by Unknown Author is licensed under CC BY

15. NESPRESSO | REFERENCES This Photo by Unknown Author is licensed under CC BY-NC-ND Nespresso. (n.d.). OUR STORY | Nestlé Nespresso. https://nestle-nespresso.com/about_us/story SimilarWeb. (2024). Website performance. https://pro.similarweb.com SparkToro. (2024). Overview - SparkToro . https://sparktoro.com/product/search/overview?keyword=nespresso&type=keyword