Publicação
Marketing plan: Nestlé -business unit Nespresso
| Resumo: | The present Mater’s Final Work project was created with the aim of developing a Marketing Plan that would go in line with the objetive of improving Nespresso's performance in the increasingly dynamic coffee sector and strengthening its relationship with its customers, taking into account the constantly evolving environment and the ever-changing demands and behavior of its customers. In order to do this it was necessary to identify and addressing the main factors that contribute to the growth of coffee brands, including the role of sustainability which has become increasingly important over the years, especially for companies with such influence as Nespresso. In order to acquire the necessary information for the development of this marketing plan, the case study method was chosen for its ability to provide an in-depth understanding of complex issues and explore variables that impact Nespresso's growth. A mixed-method approach integrating qualitative and quantitative research, such as interviews with the head of the marketing department and an online questionnaire, was also carried out in order to better understand the company's current needs and the behavior of the coffee consumer and the Nespresso customer. As a result, it was possible to develop strategies based on the key factors that influence consumer behavior and that would also meet the needs of the company and the new sustainability requirements. |
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| Autores principais: | Fernandes, Maria Carolina do Vale Folhas da Silva |
| Assunto: | Marketing Plan Sustainability Drivers of Growth Consumer Behavior Marketing-Mix Strategies Plano de Marketing Sustentabilidade Fatores de Crescimento Comportamento do Consumidor Estratégias de Marketing-Mix |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | The present Mater’s Final Work project was created with the aim of developing a Marketing Plan that would go in line with the objetive of improving Nespresso's performance in the increasingly dynamic coffee sector and strengthening its relationship with its customers, taking into account the constantly evolving environment and the ever-changing demands and behavior of its customers. In order to do this it was necessary to identify and addressing the main factors that contribute to the growth of coffee brands, including the role of sustainability which has become increasingly important over the years, especially for companies with such influence as Nespresso. In order to acquire the necessary information for the development of this marketing plan, the case study method was chosen for its ability to provide an in-depth understanding of complex issues and explore variables that impact Nespresso's growth. A mixed-method approach integrating qualitative and quantitative research, such as interviews with the head of the marketing department and an online questionnaire, was also carried out in order to better understand the company's current needs and the behavior of the coffee consumer and the Nespresso customer. As a result, it was possible to develop strategies based on the key factors that influence consumer behavior and that would also meet the needs of the company and the new sustainability requirements. |
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