Slide 1

The Apple ofCoffee world

1

Introductionwas created in 1986 by

has more than 300 boutiques in 60 countries

turnover totals to $4 billion

How was Successful??

It positioned itself in high-end market

Strategy

Competitive frame of referenceIt targeted high end marketIt didnt had tough competitors Its products are unique and distinctfrom competitors

Points of difference Unique positioning Practically designed coffee machines Unique way of distributing products

Nespresso machines are very innovative and provide instant high quality coffee Customer who bought a machinehad to purchase Nespresso capsules Capsules represented 92% of the brands turnover

While competitors sell in retail stores itdistributes only through internet, mobiledevices and boutiques

It developed Nespresso cubes in airports

Points of parity

High quality coffee

Excellent service

Strong and original communication

Provides excellent service8 million people belong to the club

Provides exclusive offers to club members

Brand mantra Unique, elegance and prestigeIt developed ads with celebrities spreading the slogan what else?

Innovative and attractive ads

Brand positioning Bulls Eye

RecentlyNespresso is facing a serious competition

Why has Nespressos repositioning on the consumermarket led to the success of the brand? Celebrity endorsements Coffee machines Excellent service

Will the unique positioning of Nespresso enable it to resist new competition from Jacobs Douwe Egberts?YesNoExclusive brandGlobal marketingJacobs is expandingJacobs capsules

Presented by Abhinav, NIT Jalandharduring an internship under Prof. Sameer Mathur, IIML