B2B Strategy for Nespresso
Developed new product bundle offering and pricing strategy based on data-driven market research for new product segment within Nespresso Professional.
New York, New York
Food & Beverage
10,000+
Context
I completed a 10-week internship working as a Business Strategy and Project Management Intern within the B2B department at Nespresso. During my 10 weeks, I was tasked with creating a strategy for the marketing and sales team to tap into a new customer segment in B2B. Using data-driven research, I compiled my findings and created a product bundle offering and pricing strategy for this new segment, along with a sales toolkit to help support the rollout of the new bundle.
Process
Research & Analysis: Using a consulting agency, Nespresso gathered big data about several different consumer groups and industries. After analyzing the data and determining which consumer groups had a larger addressable market, I narrowed down two target consumer groups that Nespresso Professional would have a high ability to "win" accounts.
Segmentation: Based on the product offerings at Nespresso and the brand's positioning and image, I selected one of the two target consumer groups to segment.
Product & Pricing: I conducted interviews with the Nespresso Professional Sales team to gain insight into which products resonated best with the few existing accounts within the selected segment. Using the painpoints they identified, I created a bundle of products at a discounted price to offer new clients within this segment, as well as a pricing strategy based on an existing model used in B2B
Marketing: I designed marketing materials such as sell sheets and presentation decks for the sales team to use when prospecting to clients in the new segment.
Sales: I presented my findings and marketing materials to the sales team. I also created a resource deck for the sales team that includes information on the type of consumer they are prosepcting to, best practices when prospecting, and where to find all supporting materials for the new bundles
Key Learnings
During the internship, I learned how to work in a cross-functional team to develop a go-to-market strategy, use data analysis and research to determine consumer segmentation, and create customer-centric strategies.