Proposal for 2015 Nestle Nespresso Case Study Challenge

1. NESPRESSO MBA CHALLENGE 2015
- Nitin Maurya

2. What will we discuss??
• Circular Economy – what is it?
• What is Nespresso?
• Supply chain of Nespresso
• THE CHALLENGE
• Proposal

3. Circular Economy- What is it?
Take -> Make -> Waste Take -> Make -> Return -> Renew

4. Nespresso Timeline
• 1986: Inception of Nespresso (1st in market)
• 2000: 1 boutique with 331 employees
• 2013:
– 320 boutiques
– 9,500 boutiques
– 60 countries
– 10 million club members
– 2.5 million FB fans
How to make amazing Nespresso coffee ?

5. Nespresso: from “farm” to “cup”

6. THE CHALLENGE
• “ HOW SHOULD NESPRESSO CAPTITALIZE ON
THE CIRCULAR ECONOMY TO BUILD A
PREMIUM PROPOSTION FOR THE
ASPIRATIONAL CUSTOMERS? ”
ASPIRATIONALS
• Average Age: 39 year old
• Care about Style | Social Status | Shopping = Happiness
• Define themselves through brands
• Yet believe to do something good for environment.

7. Proposal
• Make customers proud: Provide a story of COFFEE BEAN
to consumers
• RENT/ LEASE MACHINES: As customer always wants the
latest and the best of machines.
• PERSONALIZED COFFEE MACHINES
• Utilize the club programs to GIVE DISCOUNTS on returning
the empty refills to the store/ delivery person.
• BUILD SOCIAL NETWORK: Connect with Farmers on Social
Media
• DECREASING COUNTER of How many coffee cups can be
made from machine

8. Thank you
!