精品品牌之行銷策略研究－以Nespresso為例

Abstract

本研究以Nespresso個案品牌為研究主軸，透過質化分析深入探討精品品牌行銷關鍵因素：精品品牌定位、永續發展及環保議題、精品通路策略以及顧客忠誠度維繫等四大議題並進而提出未來建議。 雀巢集團於1986年透過創新商業模式，以時尚精品定位之姿成立世界上第一個頂級膠囊咖啡品牌－Nespresso。過去精品行銷極少出現在食品產業上，但Nespresso卻成功做到將喝咖啡成為一種體驗，該品牌透過不同於以往的精品行銷模式，為食品產業龍頭再添一席之地。然而此一跨國品牌直到2012年才正式進軍台灣，面對尚未發展純熟但卻擁有成長潛力之市場，行銷策略之重要性不容小覷。 透過個案研究法及深度訪談法，本研究共訪問四位Nespresso品牌內部主管，依其市場經驗了解Nespresso於台灣精品行銷溝通的策略與應用，並於通路端訪問172位消費者，以確認消費者的期望與實際感受。最後根據雙邊訪談結果對比分析後，給予Nespresso以下建議：增加體驗行銷、加強好友推薦、環保議題的深度溝通，以及維持稀有性通路策略。

Employing the qualitative analysis, this paper aims to investigate the key factors of luxury brand marketing based on the case of Nespresso; for instance, luxury brand positioning, sustainability, distribution channel strategy and customer loyalty. Founded in 1986, Nestlé group introduced the premium brand, Nespresso, the world’s first coffee capsule brand, embracing the innovative business models. In the past, seldom can we see the implementation of luxury marketing on the food Industry. However, Nespresso successfully created the outstanding experience through drinking coffee. Different from all the marketing strategies executed before, this brand truly made a positive mark in the food industry. Not until 2012 did this international brand finally entered the Taiwan market which was an immature but fast-growing place. Therefore, the marketing strategy is definitely important in this country. This paper utilized the qualitative techniques in the form of case study method and depth interviews. Eventually, this research interviewed with 4 Nespresso managers, realizing the luxury marketing strategies and execution used in Taiwan, and had further interviews with 172 consumers to understand their perceptions and future expectations. Through cross analysis on both divergent angles, this paper proposed the following suggestions: 1) Enhance experiential brand experience 2) Ignite the power of word of mouth 3) Deeply communicate eco-friendly actions 4) Maintain the distribution channel strategy