Marketing textbook, chapter 10
Marketing mix → Design of the marketing mix for the Nespresso brand → Communication policy for the Nespresso brand (section 10.3.3.3)
A YouTube brand channel offers a wide range of technical and graphic possibilities that can only achieve the right effect if they are perfectly harmonised.
For many companies, setting up their own YouTube brand channel is an integral part of their social media activities. A professionally organised brand channel with up-to-date, high-quality content motivates many internet users to visit the channel. If new, interesting videos with added value for the viewer appear regularly, customers can be retained in the long term and at the same time the topicality of the brand (top of mind) can be ensured cost-effectively, as the brand is also brought to mind when watching each video.
Videos on various topics are posted on the Nespresso YouTube Brand Channel. These are updated regularly. The channel already has around 600,000 subscribers and is regularly used by them. The content of the videos is organised by category, covering topics such as those shown in the illustrations There are also contributions on Nespresso campaigns, the sustainability programme, the Talents competition, sponsorship, information on gastronomy and country-specific events relating to the Nespresso brand
Screenshot of the Nespresso YouTube playlists for coffee recipes, divided into mixed milk drinks, country-specific variations and Ramadan recipes.
The image shows five adjacent video playlists under the heading „Nespresso Coffee Recipes“:
Screenshot of the Nespresso YouTube playlists for machines and assistance, including ‚how-to‘ videos for the Lattissima and Momento models.
Five playlists are listed under the heading „Nespresso Machines & Assistance“:
Screenshot of the Nespresso YouTube playlists on the topic of coffee expertise, with content on expert knowledge, collections and coffee culture.
The „Coffee Expertise“ section comprises four playlists:
The commercial for Nespresso analysed in section 10.3.3.3. can be found on the MullenLowe Group advertising agency's channel at the following address: https://www.youtube.com/watch?v=tPsm2r7uCi4
Additional material for the individual chapters:
3-2: Telecoms advertising - importance of mirror neurons for emotional reactions
3-4: Measuring implicit attitudes using the implicit association test (IAT)
3-6: Subjective perception: Are two tables identical or not?
3-7: The eye eats too: Visual perception influences our feeling of hunger
3-8: Febreze: Importance of habitualised decisions for marketing
4-2: Operationalisation and measurement of the environmental orientation of EU citizens
4-5: Screening questionnaire for the realisation of a predefined sample
4-6: Conception of an interview guide for a qualitative survey
4-7: Observation of individual eating behaviour in the „restaurant of the future“
4-8: Product positioning: Positioning a smartphone brand in the competitive environment
4-9: Testing the preference effect of smoothie properties using choice-based conjoint analysis
7-1: Kindle Fire - Influencing the perception of net benefit through advertising
7-2: Determining the optimal electricity tariff using choice-based conjoint analysis
7-4: Influencing perceived price favourability through umbrella pricing
7-7: High attractiveness of private financing and leasing offers for cars
8-1: Product positioning: Code analysis of the brand presence of two sparkling wine brands
8-12: Advertising impact analysis of digital communication tools
8-3: The power of megatrends and the future of safety and quality
8-5: Guerrilla communication: using a neo-Nazi march for a good cause
8-7: Integrated communication using the example of the Hypoxi brand
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