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Amazon Coffee in 2030 vision €1BN, Big bets to 2030, Z- EUR Coffee 2030…
Amazon Coffee in 2030 vision €1BN
Our Role in Amazon Global €10bn
ELEVATE YOUR CUP 5.9bn CHF
ENJOY
IT COLD 3.2bn CHF
Big Bet 1: Concentrate
Big Bet 2: Cold Coffee Recipes - Make it at home.
INDULGE
YOUR DAY 4.9bn CHF
START
WITH COFFEE CHH 2.1bn
ENHANCE
YOUR WELLNESS 1.2bn CHF
Nestle €250m at 25% category share NCB :
Big bets to 2030
Back Future Trends
Wellness
Sustainable solution
Elevate Cold
Increase premium coffee consumption
Differentiate strategy by Amazon platform (HH/Pen & Freq)
Customisation e.g Optimal format, variety and price points
Journey to Everyday store on core - Grow Baskets
Amazon Business
NEO :
Drive portioned consumption in morning
Machine Conversion and retention
(Freq AMZ Pen)
Drive conversion and retention rom machine to NCB
Machine overtrade = Portion overtrade = Value opp
Increase consumption by making the experience more premium
OOH to in Home Experience (Freq)
Added Value
Exclusives
Gift with Purchase
Store links
Rewards app SBX
Coupons in store
Make indulgence at home easy
Z- EUR Coffee 2030 Category vision EU5 €35bn
Global Coffee 2030 Category Vision
Media constraints
Visibility RDM - Creatives not FFP as no human Create X guideline (int)
AMZ biggest customers with organic content placement
DSS A+ content low across markets
Not right content for event banners
Guidelines not fit for AMZ Req e.g AMZ say no lifestyle
Image suppression as not compliant - Mobile hero on NDG. Not just pack shot
Gaps in advanced content on NFO - Advanced content BTF content
AMZ not sharing Best in class on content plan
Better collaboration across Open mind. Upper and lower funnel not working together