Project presentation for Market Readiness of Nespresso

1. “Welcome to the Internship project Presentation” “Nespresso and it’s Market Readiness in Bangladesh”

2. Presented by Md. TanveerRahman ID# 07104024 December 2010 2

4. Head Quarter Situated Vevey, Switzerland

5. The world's biggest food and beverage company. Product include: coffee and other beverages dairy products infant foods and clinical nutrition Culinary food chocolate and confectionery. December 2010 3

7. In 1998 Nestlé S.A. took over the remaining 40% share from Nestlé’s local partner when Nestlé Bangladesh became a fully owned subsidiary of Nestlé S.A

8. Current Managing Director is Mr. Laurent Thernod.

9. Factory is situated at Sreepur, which is 55 km north of Dhaka.

10. Product offered in Bangladesh: Local Manufacturing: infant formula and follow up formula CERELAC, Nestum, NIDO, Maggi Noodles, Maggi Soup, Nescafe 3 in 1. Imported: LACTOGEN, NAN, Coffee Mate, Corn Flakes, koko Crunch, Fox Candy October 2010 4

11. Products of Nestle Bangladesh October 2010 5

16. The principle was straightforward: to offer the quality of espresso made in the best Italian coffee bars directly in homes and work places

18. Nespresso Concept

20. Combine technological technology, simplicity of use and innovativedesign.

21. Different ranges of machines available in differentcolors and able to deliver a sufficient pressure to make a true espresso.

22. High Profile, Low profile.

23. Home user , Professional.

25. Nespresso Machines

27. preserve all the aromas of thecoffee and are available in a wide range of flavours (16 different flavours).

28. They offer nine varieties of espresso coffee including: Ristretto; Arpeggio; Roma; Capriccio; Livanto; Cosi; Volluto; DecaffeinatoIntenso and Decaffeinato

32. Nespresso Business Around the World

33. Nespresso in Bangladesh “An opportunity for Creating Domestic Espresso Coffee Culture in Bangladesh?”

35. For Weather reason and Price.

36. Tea is dominating as a major key player in the hot beverage drink market.

37. There are two types of Coffee Available in Bangladesh: 1. Instant Coffee 2. premium Coffee in Coffee Shops.

39. Nescafe brand is dominating the current market.

40. Poor Substitute Compare to Premium Coffee.

41. Available instant Coffees:Nescafe brand: Classic, 3in 1, Sunrise Extra.

43. Executives between 25-35 years

44. Highly influenced by changing trends & fashion.,image conscious.

46. PATTERN OF CONSUMPTION: 1. Coffee Drinker 2. Coffee Lapsers 3. Coffee Fliter Coffee Drinkers:

47. COFFEE LAPSERS

48. COFFEE FLIRTERS

49. Reasons for having Coffee:

51. Example, espresso, cappuccino, latte, expensive roast and ground such as blue mountain, java, and organic coffee.

52. Premium Coffee technology is complicated and expensive.

53. Available in Coffee Shop

55. Some of the famous names are Coffee World, Cafe Mango, Cofi -11, Barista, kozmo.

57. Coffee World has 26 different types of coffee.

58. Different sizes, Presto (8 oz.), Pro (12 oz.) and Alto (16 oz), and are quite fairly priced, ranging between Tk.65 Tk.150.

59. Coffee MangoOffering freshly brewed Arabica coffee . Price range within the limits being priced between Tk.50 Tk.90 KOZMO coffee is one of the most popular items. Regular coffee, filtered from baked coffee beans

60. CoFi 11 Their coffee beans are imported from all over the world. They have Starbucks beans from USA; also have coffee beans from India and Brazil. The machines are directly bought from Starbucks. Barista: Barista was brought to Bangladesh by MGH Restaurants Private Limited in 2009. The coffee is what it's all about, and it is excellent - only the best Arabica beans, roasted to perfection.

62. Filter based Coffee Machine available.

63. Some famous branded company also sell coffee machine

64. TC91100- Porsche thermo coffee machine from SIEMENCE home Application

66. people, product and brand oriented than system oriented.

69. Income level, Education, Quality realization

70. Market opportunity For Nespresso:

71. Product Position: Question mark product.

73. Emphasized for those who are enthusiastic about premium coffee segment and Brand loyal.

74. Espresso coffee consumer are huge variety of crowd, which can be truly described as a mixture of youth, corporate, diplomatic and family.

75. Upper class income segment people.

76. Different Corporate offices.

77. Major Coffee Shops.

80. Cost

81. Target consumer

84. It takes time to adopt the situation because Espresso Coffee machine systems are very expensive product.