N O C O M P A N Y C A N W I N I F I T ’ S

P R O D U C T S R E S E M B L E E V E R Y O T H E R P R O D U C T

A N D O F F E R I N G

CRAFTING THE BRAND POSITIONING

By – TEJAS GATTANIIndian Institute of Technology Jodhpur

WHY HAS NESPRESSO’S REPOSITIONING ON THE CONSUMER MARKET LED TO SUCCESS OF BRAND ?

MARKETING STRATEGYSegmentation Targeting Positioning

POSITIONING

• Designing company’s offerings and image to occupy a distinctive place in minds of the target market

• E.g. Nespresso chose to place itself in high-end/luxury market• Fundamental criteria:

– Practically designed coffee machines– High quality coffee– Excellent service– Strong & Original communication

COMPETITIVE FRAME OF REFERENCE• Identifying

competitors• Analyzing

competitors Coffee markets

POINTS OF DIFFERENCEPOINTS OF PARITY

NESPRESSO CUBE

EMOTIONAL BRANDING

• Nespresso customers become member of brand club• Benefits from exclusive offers and limited series• Informed of innovations and creations• Magazine subscription• Associating with well established restaurants a

BRAND MANTRA

OTHER REASONS FOR SUCCESS• Manufactures its own capsules• Distributing its products through internet/ mobile or one of its kind

boutiques• Good advertising strategy

WILL THE UNIQUE POSITIONING OF NESPRESSO ENABLE IT TO RESIST COMPETITION FROM JACOB DOUWE EGBERTS ?

NO!

REASONS

• Jacobs producing capsules for Nespresso which is its major source of income• Jacobs has more turnover so

– More marketing budget– Less expensive products

YES!

REASONS

• Segmentation and exclusivity of customers• Widespread markets• Good customer relations

REFRENCES

• Google Images• Marketing Management by Philip Kotler, Kevin Keller

THANK YOU