3. • In 1986, a subsidiary of
Nestlé Group, develops a
revolutionary system of
portioned, encapsulated
coffee and dedicated
machines.
• Nespresso has redefined
the way people enjoy
coffee and has shaped the
global coffee culture.
“Coffee is at the heart of all
we do. Yet consumer pleasure
is why we do it “
4. • Success due to
repositioning to target
high – end markets.
• Consumers feel a
sense of belonging to
privileged community.
5. Creating highest
quality coffee
Unsurpassed
coffee
quality with
R&D
expertise
Creating long
lasting consumer
relationships
Passionate
global brand
community
with direct
consumer
relationships
Creating
Sustainable
business success
Unique
holistic
approach to
sustainable
quality
development
Strategy
6.
7. POD
• Variety (23 Grand Cru
Coffee)
• Pricing
• Stylish Design
POP
• Quality Coffee
• Convenience
11. Nespresso aspires to give its consumers
“ The Ultimate Coffee Experience”.
It maintains its classy and elegant brand
image by having George Clooney and
Penelope Cruz as brand ambassadors.
14. Ecolaboration – The Positive Cup
Waste products obtained from
the capsule include
Aluminium
The positive cup vision
represents Nespresso’s
commitment to sustainability
Additionally implemented
AAA Sustainable Quality
Program
17. • Good brand positioning and brand image
• High profile celebrity endorsements and
being associated with top restaurants and
Chefs.
• Adapt considering consumers needs and
desires.
• Consumers feel a sense of belonging to
privileged community
18. Will the unique positioning of Nespresso enable
it to resist new competition from Jacobs Douwe
Egberts?
19. Jacobs Douwe Egberts will manufacture
capsules that fit in Nespresso machines
High Investment in advertisements
Best in class service
Brand positioning & image
Wide reach to consumers