Nestlé Nespresso

This group focused on the gap between GenZ and Millenials consumers’ concerns for environmental friendly goods and services; and the wasteful-perceived company Nespresso. What sustainable and credible commercial offers can Nespresso deliver to attract eco-conscious consumers and retain existing clients that are transitioning towards more sustainable behaviours? SASI students Laure-Abeille Debray and Camille Ginet worked on both a short and long-term response to this problem. 

Methodology

SASI students used both deep contextual analysis and design thinking to present their findings to the head of CSR, 2 marketing directors and a CSR manager at the Nespresso France Office.  

Their first step was, like many other consulting projects, a global coffee market analysis and benchmark. They also included consumer insights from Mintel and Nielsen analyses. A field day supplemented their research so they could work on experimental data from several Nespresso shops. 

Then the duo organized brainstorm sessions based on design thinking techniques to narrow down their commercial suggestions. To make sure they selected the right method, they conducted a consumer survey with over 130 responses, targeted at eco-conscious millennials consumers. This survey allows the students to adjust their proposal to the reality of the market. 

Balancing between the clients’ demands and our recommendation was a challenge. It was a very interesting consulting lesson, where the consultant needs to find his balance. In the end, it is the client that really matters.   

Key conclusions and learnings 

Students concluded that both short-term and long-term trends and solutions were crucial for a company to survive to consumers’ behaviour changes. Eco-concerned consumers quickly adjust their consumption habits to ventures having a transparent communication on their sustainability policies. Achieving sustainable goals is now a major condition for any company to grow and keep its clients.