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Stratégie produit Nescafé

Nescafé est une marque de café instantané. Avec plus de 3000 tasses bues chaque seconde, les ventes de Nescafé n’ont cessé de progresser depuis 1938, année de lancement par Nestlé du premier café soluble à remporter un succès commercial. Nescafé, qui comprend aujourd’hui toute une variété de cafés prêt s -à-boire, est de loin la plus grande marque de café consommée dans le monde.

Les produits:
Cafés gourmands : * NESCAFÉ® Cappuccino * NESCAFÉ® Café Viennois * Gamme de cafés gourmands

NESCAFÉ® Cappuccino Intenso * NESCAFÉ® Cappuccino Vanille * NESCAFÉ® Cappuccino Décaféiné * NESCAFÉ® Choco Cappuccino * NESCAFÉ® Cappuccino Caramel

Cafés purs: * NESCAFÉ® Espresso Gamme espresso * NESCAFÉ® Arabica Intense * NESCAFÉ® Spécial Filtre normal et décaféiné * NESCAFÉ® Green Blend® * NESCAFÉ® Sélection normal et décaféiné Gamme Sélection * NESCAFÉ® Nes Gamme Nes

Gamme Premium

Dans le but de lutter plus efficacement contre la concurrence mais aussi pour couvrir l’ensemble des besoins consommateurs, Nescafé a mis en place une stratégie d’extension de gamme au sein de sa gamme de cafés gourmands. Ainsi, les consommateurs préférant la vanille au chocolat seront satisfaits ou encore ceux adeptes du caramel. A travers cette gamme, Nescafé touche tous les consommateurs qui ne boivent pas du « café pur » et qui préfèrent y ajouter une touche gourmande. De plus, les besoins sont différents tout au long de la journée en termes de café, c’est pourquoi cette gamme répond à ce besoin de changement. Nescafé cherche à répondre aux besoins du consommateur tout au long de la journée.
De plus avec sa gamme Nes, Nescafé touche les « jeunes générations ». On peut donc dire que c’est une stratégie du marketing générationnelle, comme c’est le cas pour Mac Donalds.

On peut également dire que la gamme de cafés gourmands est une gamme en profondeur car elle comporte de nombreux produits.

Stratégie d’innovation : NESCAFÉ répond à la demande des consommateurs en offrant une plus large variété. Des variétés telles que Cappuccino et Choco Cappuccino arrivent sur le marché. L’innovation fait partie des ingrédients du succès de NESCAFÉ. Plusieurs procédés ont été mis en place au sein des entreprises de lyophilisation, ainsi sont apparus les procédés de restauration et de préservation des arômes. Cette recherche d’excellence a permis à NESCAFÉ de capturer l’arôme du café fraîchement moulu à l’ouverture du pot. Celui-ci garantit la qualité et le caractère unique des cafés, de la première à la dernière tasse.

Nescafé, acteur responsable : lorsque la demande de café augmente dans le monde, la production, quant à elle, fait face à différents enjeux : exode rural, besoin de renouvellement des cafetières, changement climatique, ou volatilité des cours du café.

Dans ce contexte, NESCAFÉ consolide et accélère ses engagements à travers une initiative qui regroupe à la fois une agriculture responsable, une production responsable et une consommation responsable, visant à :
- Garantir un approvisionnement à long-terme d’un café de qualité.
- Contribuer au progrès social et économique des producteurs pour améliorer leur qualité de vie.
- Participer à l’amélioration de l’impact environnemental.

Le positionnement:

La marque Nescafé est présente sur 4 segments : * Nescafé Everyday * Nescafé Premium * Nescafé Super premium * Nescafé Decaff

A travers ces 4 segments Nescafé se positionne à la fois sur le moyen de gamme (Nescafé Everyday, Decaff), mais aussi haut de gamme (Nescafé Premium, Super Premium).
Sur le moyen de gamme ses principaux concurrents sont les MDD et sur le haut de gamme Maxwell House et Jacques Vabre sont ses principaux concurrents.
Nescafé emploie une stratégie de marketing différencié, c’est-à-dire qu’au travers de ces différents segments de produits elles visent la satisfaction d'une large part de marché total, et ce part l'offre de plusieurs produits adaptés aux différents segments de marché.
Le packaging:

Nescafé, avec le flacon carré, a créé un code copié par tout le monde. Il n’y avait donc plus de différenciation entre la marque et ses concurrents. Il fallait donner à la marque une signature qui lui soit propre et attribuable. C’est pourquoi Nescafé a mis en place des produits à la fois fonctionnels mais aussi esthétiques. Cela a permis à Nescafé de crédibiliser son positionnement haut de gamme.

Stratégie produit Ricoré

Ricoré est un produit qui a été créé par Nestlé en 1953. Il s'agit de café soluble avec de la chicorée, composé de 40 % de café et de 60 % de chicorée. La marque est principalement présente en France. Une grande majorité de personnes le consomment avec du lait, mais il peut se préparer avec de l'eau, ou par un mélange de lait et d'eau.
La marque Ricoré a basé sa politique sur un seul produit. C’est une marque mono-produit.

Marché des chicorées en France : La chicorée représente 10% de la consommation de café en France dont 52% (en volume) du marché des cafés solubles. On y retrouve Nestlé leader avec sa marque Ricoré mais aussi Leroux et les différentes MDD.

Ricoré se positionne comme la boisson au café et à la chicoré, tonique et bienfaisante pour bien entamer la journée. C’est une marque phare car c’est une des plus soutenues médiatiquement, avec la plus forte notoriété et des consommateurs très fidèle.

Elle se place sur le segment haut de gamme car Ricoré est le produit le plus cher sur le marché des chicorées.

Elle a pour cible principale la famille, qui représente une large cible, car ce produit ne contient pas uniquement du café. De ce fait toute la famille peut en boire. 82% de ses consommateurs sont fidèles, cela penche vers un côté affectif. Ils sont habitués à consommer la marque tous les matins.

En revanche, l’image véhiculée du petit-déjeuner en famille ne correspondait plus aux tendances actuelles (famille monoparentale, décalage entre les heures du petit-déjeuner des différents membres de la famille) et donc l’image de la marque se vieillissait. C’est pourquoi une stratégie de rajeunissement de la marque a été mise en place. Le packaging a tout d’abord connu une évolution en deux temps : * un premier lifting a permis de réinsérer la marque dans son époque, en la modernisant, la typographie du logotype a été redessiné pour la rendre plus douce, plus impactante. La présentation produit (le bol et le mug Ricoré) plus gourmande est installée dans un moment de consommation plus frais et plus gourmand baigné dans une lumière plus matinale. * Le logotype s'est enrichi d'un grain de café à la place du 0 traversé par une coulée de lait pour renforcer le positionnement petit déjeuner. « L'appetite appeal » a été retravaillé au niveau du visuel produit et du bol : celui ci devient jaune pour s'approprier le code couleur de la chaleur et du bien-être et renforcer l'impact en linéaire.

Communication : Concernant la communication, Ricoré est passé d’une communication axée sur le fait de passer un bon moment en famille au petit-déjeuner à une communication qui cible plus la personne avec sa campagne « devenez du matin » (annexe 1) que la famille. De ce fait, Ricoré est en adéquation avec les tendances actuelles.

Stratégie distribution Nestlé en grande distribution
En grande distribution Nestlé, est majoritairement présent sur le marché des cafés solubles avec ses marques Nescafé qui possède de nombreuses gammes mais aussi Ricoré qui possède un produit phare. A travers ses 2 produits Nestlé touche toutes les cibles sur le marché du café soluble. Ceux qui aiment le café pur, ceux qui préfèrent les cafés aromatisés (vanille, caramel,…) mais aussi ceux qui ne sont pas adeptes du café avec la Ricoré… Nestlé touche également tous les membres de la famille.

On va retrouver les produits Nestlé dans les grandes surfaces telles que Carrefour, Super U, Leclerc, Auchan… On peut donc dire que Nestlé a mis en place une stratégie extensive car le groupe cherche à avoir une couverture maximale du marché.
Par conséquent c’est une stratégie de délégation.

Nescafé, Ricoré

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DISTRIBUTEURS : Leclerc, Carrefour, Super U….

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CONSOMMATEURS

Nous avons observé la distribution des produits Nescafé et Ricoré dans un magasin Super U. En entrant dans le rayon les produits se situent sur la rangée de droite qui est la rangée que le client voit en premier. Ils se situent dans une zone froide.
Ci-dessous est représenté le rayon.
Nous avons constaté que toutes les gammes de la marque Nescafé étaient présentes en rayon excepté la gamme super premium. Nescafé et Ricoré sont donc très bien référencés car ils occupent une place importante dans le rayon des cafés solubles (annexe 2).

NIVEAU DES YEUX
[Tapez une citation prise dans le document ou la synthèse d'un passage intéressant. Vous pouvez placer la zone de texte n'importe où dans le document. Utilisez l'onglet Outils de zone de texte pour modifier la mise en forme de la zone de texte de la citation.]
Ricoré
Ricoré
Nescafé en dosettes
NES
Nescafé Green
Nescafé Spécial Filtre
Nescafé Spécial Filtre
Nescafé Sélection

Nescafé Cafés Gourmands

On retrouve Nescafé à la fois au niveau des pieds, au niveau des mains mais aussi au niveau supérieur avec un grand nombre de produits et un grand nombre de formats. Ce qui est justifié par la stratégie extensive que Nestlé a mis en place. Au contraire de Nescafé, Ricoré est située au niveau des yeux dans le rayon ce qui est le meilleur emplacement. Cela s’explique du fait que Ricoré est une marque mono-produit, il faut vendre le produit car c’est lui seul qui fait faire des bénéfices à la marque. Le consommateur doit absolument le voir dans le but de l’acheter.

En conclusion, nous pouvons dire qu’avec ses différentes marques Nestlé désire atteindre toutes les cibles, des jeunes aux seniors, des fans de cafés aux gourmands… Nestlé s’en donne les moyens en faisant distribuer ses produits sur un maximum de grandes surfaces comme le fait Coca-Cola.

Dolce Gusto: un avenir bien defini

Afin de continuer dans sa stratégie de conquête, Nestlé a sorti Dolce Gusto. C’est une machine à café technologique, design avec une pression de 14 bars et qui s’utilise avec des capsules brevetées. Les gammes sont : * Espresso * Caffè Lungo * Cappuccino * Latte Machiato * Chococino A travers cet appareil qui ressemble fortement à Nespresso, Nestlé vise une nouvelle cible qui est la suivante : jeunes-couples 25-49ans, adeptes des innovations et nouvelles technologies, ils sont « nouveaux buveurs de café » et amateurs de cafés gourmands. Et c’est pour cela qu’il n’y a pas de risque de cannibalisation entre les deux marques. En effet, Dolce Gusto, vendu en grandes surfaces se positionne sur un segment moyen de gamme.
Afin de ne pas faire passer Dolce Gusto pour la version bas de gamme de Nespresso, Nestlé s’est associé à la marque Krups, spécialiste du petit électroménager, dans le but de crédibiliser le produit.
Concernant la communication, Nestlé a créé le buzz pour le lancement de sa nouvelle machine. Le média Internet est en accord avec la cible visée. Le site affairedolcegusto.com est mis en ligne, c’est un jeu concours organisé par la marque. Nestlé a également donné carte blanche à Jamel Debbouze et son équipe du Jamel Comedy Club pour créer des sketchs autour de Dolce Gusto. Encore une fois Nestlé a été pertinent en termes de communication car Jamel Debbouze cible parfaitement les personnes âgées de 25 à 49 ans. Dolce Gusto, de part sa communication, est une marque plus conviviale.
Les principaux concurrents de Dolce Gusto sont : la Tassimo de Kraft Food et la Senseo de Philips et Maison du café. Nestlé, à travers le lancement de cette nouvelle marque, désire devenir leader sur le marché des capsules.

Annexe 1 :

Annexe 2 :

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...BACKGROUND Nestle is the world's leading nutrition, health and Wellness Company. Their mission of "Good Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a wide range of food and beverage categories and eating occasions, from morning to night. Nestle Foods was started by Henri Nestle in the mid eighteenth century, headquartered in Vevey, Switzerland. It is the largest food company in the world measured by revenues. In his bid to find an alternative to breast milk for babies whose mothers could not nurse in order to reduce infant mortality. Consequently Nestlé’s first customer was a premature infant who could tolerate neither his mother’s milk nor any of the conventional substitutes and had being given up for lost by doctors. The value of the product was recognized after it saved the child’s life. Henri Nestle showed an early understanding of the power of branding as he adopted his very own coat of arms as the company’s logo and refused to allow Nestle in various countries to have different logos. The coat of arms reflected his name; which meant little nest in his dialect as it consisted of a birds’ nest with a mother bird and her three little chicks. The company expanded its product base very quickly, with the collaboration of Daniel Peter whose company figure out the mix of milk with cocoa powder to make milk chocolate. They also merged with Henri Maggi’s whose company created powdered soups and bouillon cubes, sources and flavorings...

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Nestle

...The Nestle Company is a global organization with a well-known and reputable reputation since 1886. The company was founded by Henri Nestlé in Vevey Switzerland where there headquarters remain to this day. The Nestle Corporation is a leader in health, nutrition, and wellness and its company’s mission is to promote “Good Food Good Life.” It is an organization that thrives on looking forward and comprehends the trends and forces that shape global markets. The long- term vision for the Nestle Company is to continue to create new products while maintaining the integrity of their signature ones providing customers with the best tasting, most nutritious food and beverage choices from morning to night (Nestle, 2011). Nestle employs more than 280,000 associates all around the world with factories or operations in almost every part of the world. This has allowed for the organization to continuously cultivate and expand on the understanding on an evolving global market. The Nestle portfolio has brands in almost every category. These brands includes: baby food, bottled water, chocolate, coffee, frozen food, dairy, food service, health care nutrition, ice cream pet care, sports nutrition and weight management (Nestle, 2011). Nestle organization is seeking to enter a new product for professional athletes and exercise fanatics. The Nestle Company entered the athletic market with a performance bar called Power Bar. This is a sports nutrition product that is formulated to deliver maximum energy...

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Free Essay

Nestlé

...Nestlé is the largest food and beverage company in the world. Founded and headquartered in Vevey, Switzerland. It is also well on its way to becoming world leader in nutrition, health and wellness. Nestlé is more than just the largest food and Beverage Company in the world. Increasingly, Nestlé is becoming the world’s leader in nutrition, health and wellness. Nestlé was founded in 1866 by Henri Nestlé and is today the world's biggest food and beverage company. Nestlé employ around 250,000 people from more than 70 countries and have factories or operations in almost every country in the world. -BACKGROUND: Nestle company had started off from a single man's idea, and developed into a giant corporation. In 1866 Henri Nestle, a pharmacist, developed a milk food formula for infants who were unable to tolerate their mother milk. His product became a success, and it created a demand throughout Europe. As Nestlé's popularity grew more businesses wanted to merge and become partners with Henri Nestlé's business. From 1866 to 1947 the Nestle Company had gone through several name changes. In 1905, Angelo-Swiss Condensed Milk Co. and Farine Lactee Henri Nestle merged and the company's name became Nestle & Anglo-Swiss Condensed Milk Co. Then in 1929, Peter-Cailler-Kohler Chocolate Suisse's S.A merged with the company. The name was then changed to Nestle &Angelo-Swiss Holding Co. Ltd, on November 27, 1936. In December 1947, Co acquired all shares capital of the Alimentana S.A Company...

Words: 2183 - Pages: 9