Question

6. Consider Nespresso’s Creatista Plus machine. Name and describe a hypothetical, but realistic B2B customer for this product.

Explain how (and why) each part of the marketing mix may be different for this B2B customer (vs. a B2C customer).

Answer 1

To begin with the answer to this question, let's put some light what exactely Nespresso’s Creatista Plus machine is. Well, it's in simple terms is a coffee machine through which you can have the barista's experience at your home. It uses the world's first technology through which users can create multiple milk textures and a wide variety of coffee recepie. The Nespressso's coffee machine is in huge demand. The entire technology is possible since it has two companies who has made this technology possible. Firstly, the Nespresso which offers coffee expertise and quality, convenience while other is an Australian kitchen appliances company, Breville which is known for it's stunning appliances design automates this coffee machine with automatic steam and wand technology.

Since, the machines is totally advanced with the latest technology, It's main b2b customers can be :

1. Multinational companies like Google, Microsoft, IBM and many other :

Since, office is a workplace where there are majority of coffee lovers. People usually prefer coffee over tea these days. Whenever we are tired in office, we run to take a cup of coffee. How nice it would be that if we get a coffee just as we get in barista or anyother coffee store. Just imagine.... That's the only reason Nespresso has wide range of customer base in offices since the user can have any sort of coffee he wants as per his desired flavour and taste.

Not only they have offices as their b2b customer, but also there are multiple companies who have taken distributorship of this companies and sell to the customers. So, for Nespresso these distributors acts as their b2b customers.

Now, Let's understand how B2C marketing segment of Nespresso's is different :

Claire Cloatre-Vinzant, Head of Machines Marketing at Nespresso explained about their marketing strategy for their normal b2c customers. According to her they have start distributing club membership offers to it's user through which the users can enjoy coffee at the comfort in their home through these new and exciting ways. Since, the company have partnered with one of the iconic australin brand Breville, who is famous for it's stunning appliances design through whic user can customize their coffees through multiple milk foam textures and temperatures and create a very smooth and impressive laate at home and serve themselves and to their guests even.

Through this marketing approach the user find it very easy and cost effective even and since this strategy was successful so the Nespresso has even a wide range in the b2c market.