Rheanne Ulanday
Week 5 - Case Discussion Reflection
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Your Q1 Original Post: I think that with this case study being written in 2014, the best
promotion method that would result in successful growth would be sales promotion and personal selling. The method that I think is least likely to result in successful growth is advertising. Sales promotion would be a good promotion method because as stated in the case study, "sometimes consumers need an extra push to make a purchase" and as Jean-Marc Duvoisin, the CEO of Nestle says, they are not selling machines, they are selling coffee. Giving consumers that extra push of coupons for first time buyers can help them buy one of the cheaper machines, try the coffee, which they will hopefully like and later on down the line, they will want to keep on investing in purchasing more Nespresso machines once they are familiar with the quality of the coffee. Personal selling can also be beneficial because people can test
the machines and coffee in real time at the stores and the salespeople can address the consumers' concerns in person. Advertising through the TV or radio would be difficult since more people are leaning towards recorded shows, Hulu, Netflix, Spotify, and/or Apple Music for their entertainment.
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I still think that sales promotion and personal selling would result in successful growth right now because if they are trying to promote the taste and quality of the coffee, I feel as if there is no better way to promote it than to have customers try it out themselves. Yes, it may be harder to reach a wider audience compared to advertising, but sales promotion can work through word of mouth as well. If you get a family that hosts a lot of parties or gets a lot of guests to buy a Nespresso machine, and their family/guests end up liking the coffee and product, that’s a way they can get more customers to buy their product as well. This situation can also work if a company uses a Nespresso machine in their office instead of a Keurig or any other coffee maker.
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Your Q2 Original Post: I think that with this being broadcasted in Europe, Nespresso effectively utilized all four of the classic elements of a story to convey its intended message which is, "Exceptional coffee is always worth the quest." The conflict of the commercial is his quest to get a good cup of Nespresso coffee. The characters are unique because not many commercials
these days show knights, dragons, and queens, so it makes it memorable for the audience/consumers. The characters are also easily identifiable and straightforward for people to understand their role in the commercial. The hero in the story shows that all he wants after "slaying a dragon" is a good cup of coffee, which the commercial shows can be easily obtained with Nespresso. The plot was also planned out well because it had an exciting opening that captures people's attention, increases engagement by having the audience wonder where he was going to when he left the movie screen, and provides a release of tension when he comes back to the theater to go through the screen to show the queen that all he wanted was a cup of Nespresso coffee.
