‘THE PERFECT CUP OF COFFEE, TIME AFTER TIME, CUP AFTER CUP’
TURNOVER$ 3 BILLION !!
4%MACHINES
HOW?
BRAND POSITIONING
VALUE PROPOSITION
SMART MACHINE
CAPSULES
AffordableDesignAppropriate SizeTechnology
Best QualityVariety of flavors
Experience
Perfect CoffeeLuxury ImageLifestyle
High Quality CoffeeExcellent Service
Innovative & Unique Coffee MachinesBrand ClubsStrong & Unique
Communication &Distribution Channels
HIGH QUALITY COFFEE & EXCELLENT SERVICE
SELECTED DISTRIBUTION CHANNELS
ONE-OF-A-KIND BOUTIQUES
GEORGE CLOONEY
HIGH-PROFILE CELEBRITY ENDORSEMENTS
NESPRESSO CUBES AT AIRPORTS
COMPETITORS?
MADE CAPSULES COMPATIBLE WITH NESPRESSO MACHINES THUS STEALING THEIR MARKET SHARE
ACCUSED NESPRESSO THAT ITS ALUMINIUM CAPSULES ARE AN ENVIRONMMENTAL MENACE
COMPETITORS HAVE MULTIPLE AND EASILY ACCESSIBLE DISTRIBUTION CHANNELS
WHY HAS NESPRESSO’S REPOSITIONING ON THE CONSUMER MARKET LED TO SUCCESS OF THE
BRAND?
oPractically designed coffee machinesoHigh Quality CoffeeoHad monopoly in the market before a
competitor made capsules at lower pricesoTarget MarketingoAdaptation to customer’s needs and desiresoHigh-profile celebrity endorsements
Will unique positioning of Nespresso enable it to resist new competition from Jacobs Douwe Egberts?
EXCLUSIVE BRANDWIDESPREAD MARKETING
BETTER MARKETING STRATEGYSTRONG COMMUNICATIONS
PRODUCES CAPSULES COMPATIBLE WITH NESPRESSO MACHINES
LOWER SELLING PRICEMORE BUDGET
About NespressoReasons behind Huge SuccessBrand PositioningValue PropositionPOPs and PODsCompetitorsQuestions
DISCLAIMERCreated by Parul Kaushal, NSIT Delhi during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.