nespresso marketing campaign, sustainable coffee

14
“People are the value chain” Presented by The Grinders September 8, 2007 Katrin Jamart Sebastien Jarp Lauren Jeter Costantino Petroccia

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Nespresso Marketing Campaign pitch for AAA Nespresso sustainable espresso. This presentation was prepared for Nespresso in Costa Rica in 2007.

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Page 1: Nespresso Marketing Campaign, Sustainable Coffee

“People are the value chain”

Presented by The GrindersSeptember 8, 2007

Katrin JamartSebastien JarpLauren Jeter

Costantino Petroccia

Page 2: Nespresso Marketing Campaign, Sustainable Coffee

Defining Sustainability

Sustainable development is defined as balancing the fulfillment of human needs with the protection of the natural environment so that these needs can be met not only in the present, but in the indefinite future.

Acknowledgement

Adaptation

Involvement

Impact

Short term - long term

Invest - harvest

Profits - Resources

Environment Economics

Ethics

People

Page 3: Nespresso Marketing Campaign, Sustainable Coffee

Sustaining our Future

• Ensuring long term profitability for farmers

• Reducing farmer’s risk

• Establishing long term relationships

• Equitable share of value

• Increasing quality of life both farmers and workers

Page 4: Nespresso Marketing Campaign, Sustainable Coffee

Higher price paid for quality

Premiums paid for quality coffee, increasing income

MemberFarmers

People are the Value Chain

Virtuous circle Create value Share value

Page 5: Nespresso Marketing Campaign, Sustainable Coffee

Closing the GapProduction Side

Farmer

Member

Page 6: Nespresso Marketing Campaign, Sustainable Coffee

Sponsored by

Grand CruGrand CruCooperativeCooperative

Institutes of Sustainable Quality

Page 7: Nespresso Marketing Campaign, Sustainable Coffee

Cup of Excellence• Hosted annually at local NISQ

– Invited to Grand Cru Co-op

• Gives farmers recognition• Sources high quality supply• Promotes local regions

– Example: Tarrazu coffee

Sponsored by

Page 8: Nespresso Marketing Campaign, Sustainable Coffee

Securing Excellence

• Cooperative for the best of premium coffee farmers

• Better coffee, better prices• Reinvests in the community

– Schools– Reforestation efforts– New Milling Equipment

• Assures long-term supply of premium coffee – Price– Community Involvement

Grand CruGrand CruCooperativeCooperative

Page 9: Nespresso Marketing Campaign, Sustainable Coffee

Increasing Efficiency

• Year Round Staff– Agronomists– IPM Specialists– Waste Management Team– 24 hour Technical Support– Seminars

• Education/Technology:– Increases Yield and Quality– Ex. CATIE Research

Page 10: Nespresso Marketing Campaign, Sustainable Coffee

Closing the GapConsumer Side

Farmer

Member

Page 11: Nespresso Marketing Campaign, Sustainable Coffee

Consumer Education

• Awareness through product descriptionsMontezuma is a Costa Rican blend par excellence with a strong character, intense body and long, exquisite after-taste. Its thick, smooth crema remains to the last sip. It is sourced from the steep mountains of Costa Rica. The biodiversity of these mountains are bountiful and adds to the complexity of every coffee bean

Page 12: Nespresso Marketing Campaign, Sustainable Coffee

AAA Club Specials• Grand Cru Spotlights• 100% AAA coffee• Two Shipment per year

Member Limited Edition

Page 13: Nespresso Marketing Campaign, Sustainable Coffee

Communication

• Production blog• Leave comments

about your favorite capsules

• Tracking your coffee– Regional blends – Trace origin

• Local wildlife – Gatekeepers of the

region

Page 14: Nespresso Marketing Campaign, Sustainable Coffee

People are the value Chain

Thank you for your time