A quick description of Nespresso's Unique Brand Positioning Strategies

2. …introduced and patented in 1976 by
an employee of Nestle` , Eric Favre
… creates the perfect cup of espresso
with exquisite crema, tantalising aroma
and full -bodied taste – just like skilled
baristas

3. “Coffee is at the heart of all we do.
Yet consumer pleasure is why we
do it”

4. Products
• Enable anyone to create the perfect
cup of espresso coffee just like skilled
baristas
• Changed the idea of coffee elevating
into a luxury accessible product
• Nespresso personalized the idea of
coffee

6. UNIQUE BRAND POSITIONING
Perfectly shaped
Excellent Quality
Grand Cru Coffees
Technologically sound
& easy-to-use machines
Personalized & Exclusive
service

7. Throughout the world, the Nespresso Boutiques invite coffee
lovers to experience the art of espresso

8. The Nespresso Club:
The Ultimate Coffee Experience
Several Grands Crus are offered to Club
Members in a Limited Edition range.

10. Points of differences (PODs) Points of Parity(POPs)
Product Variety
- Hot
- Coffee blends
Product Pricing
- Expensive
Availability
- Nespresso boutiques
- Online
- Quality Coffee
- Advertising platforms
- Product characteristics
- Convenience

11. Nespresso’s Supply Chain
From the cherry to the cup

12. Nespresso’s Multi-Channels Routes connect consumers all over the world
Magazines

13. Nespresso Sponsors
events to create an
awareness among
its consumers

14. Connecting Multi-Channels routes
offline to online

15. Competitors of Nespresso:
•Coffee Experts
(Illy and Lavazza)
•Coffee Bar Experts
(Starbuck’s and Costa
Coffee)

16. Why has Nespresso’s repositioning on
the consumer market led to the success of
the brand?

17. • adapt to consumer needs and desires
• smart but easy-to-use machines
• high Skilled employees
• high-quality coFee, excellent service, strong and
original communication
• Nespresso consumers automatically become the
members of the brand club

18. Will the unique positioning of
the Nespresso enable it to
resist new competition from
Jacobs Douwe Egberts?

19. Yes!!
best-in-class service
direct-to-consumer
mode
wide Market reach
luxury brand
No!!
Jacob’s capsules can
fit in Nespresso’s
machine
High Investment in
advertisements

20. SUMMARY
History of Nestle` Nespresso
Products of Nespresso
Unique Brand Positioning
Reasons behind Success
Possible future threats

21. DISCLAIMER
Created by Neha Byadwal ,
IIT Kanpur, during a
Marketing Internship with
Prof. Sameer Mathur , IIM
Lucknow