A comparison of the IMC strategies of Tassimo and Nespresso Overiew of : -Agency Breif -Creative ideas -Advertisement analysis -Internet strategy -KOL and Stakeholders management -Packaging -POP

1. Integrated Marketing Communication Group n°4 Aberkane Malik Bertrand Fanny Brézillon Carole Maillet Marie Reyt Fleur Thomas Pauline

3. In-store communication2 Group n°4

5. In-store communication3 Group n°4 3

6. THE BRIEF 4 Advertising communication process Communication beyond Media Communication at the POS Diagnosis Recommendations Group n°4

8. Very ironical

9. Unique in the coffee categoryRecommendations Group n°4

11. No real creativeideaDiagnosis Recommendations Group n°4

12. 7 TYPES OF ADVERTISING Georges Clooney Advertising communication process Whatisit about? Communication beyond Media Key Message Communication at the POS Nespressois the real star. Diagnosis AdvertisingIdea In a Nespresso store, women are more interested on coffee rather than Georges Clooney Recommendations Analysis Ad usingScheme: fun comesfrom the repetition. Use of irony (womenwhodon’trecognize George Clooney). No message on the product itself.Oblique advertising Group n°4

13. 8 TYPES OF ADVERTISING Carte Noire – L’alchimie Advertising communication process Whatisit about? Communication beyond Media Key Message Communication at the POS Alchemy between Tassimo and Carte Noire Diagnosis AdvertisingIdea Transfer the alchemy between Tassimo and Carte Noire into an alchemy between a woman and a man Recommendations PathosRegister No talk about coffee, only about desire Ad based on sense and sensuality symbols with an imagined story. Sense is to be built. No message on the product itself.Oblique advertising Analysis Group n°4

15. In-store communication9 Group n°4

21. Positive impact on the brand image

22. Its style fits perfectly with the brand’s valuesCommunication at the POS Diagnosis Recommendations No stakeholder Group n°4

26. In-store communication16 Group n°4

27. PACKAGING - Nespresso Advertising communication process Colourbranding Logotype Communication beyond Media Communication at the POS Range visual Diagnosis Icon Recommendations Structure 17 Group n°4

28. PACKAGING - Tassimo Advertising communication process Colourbranding Logotype A soft grey/silver and glossy packaging Communication beyond Media Communication at the POS Icon Diagnosis Range visual Recommendations Structure On the right, a cup and on the left, the cap which indicates the taste. 18 Group n°4

30. Nespresso:

31. Beautiful

32. Playfull

33. Luxury

34. Tassimo:

35. Recognizable

36. Eyecatching

37. DifferentiatingCommunication beyond Media Communication at the POS Diagnosis Recommendations 19 Group n°4

38. 20 Diagnosis and recommandations Group n°4

39. DIAGNOSIS Advertising communication process Communication beyond Media Communication at the POS Diagnosis Recommendations 21 Group n°4

41. Respond to capsules sold in hypermarkets, reinforce the customer feeling of belonging to a selective club. Reinforce CRM by creating silver, gold and black cards for customers and invite them to special events Communication at the POS Diagnosis Recommendations 22 Group n°4

44. Create very distinctive characters

47. 25 THANK YOU FOR YOUR ATTENTION Group n°4