This ppt is a brief study of the company Nespresso.

2. ‘THE PERFECT CUP OFCOFFEE,TIME AFTER TIME, CUP
AFTER CUP’

4. TURNOVER
$ 3 BILLION !!
4%
MACHINES

5. HOW?

6. BRAND
POSITIONING

7. VALUE PROPOSITION

8. SMART MACHINE
CAPSULES
Affordable
Design
Appropriate Size
Technology
Best Quality
Variety of flavors

9. Experience
Perfect Coffee
Luxury Image
Lifestyle

11. High Quality Coffee
Excellent Service
Innovative & Unique Coffee
Machines
Brand Clubs
Strong & Unique
Communication &Distribution
Channels

12. HIGH QUALITY COFFEE &
EXCELLENT SERVICE

13. SELECTED DISTRIBUTION CHANNELS
ONE-OF-A-KIND BOUTIQUES

14. GEORGE CLOONEY
HIGH-PROFILE CELEBRITY
ENDORSEMENTS

15. NESPRESSO CUBES AT AIRPORTS

16. COMPETITORS?

17. 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

18. WHY HAS NESPRESSO’S REPOSITIONING ON THE
CONSUMER MARKET LED TO SUCCESS OF THE
BRAND?
oPractically designed coffee machines
oHigh Quality Coffee
oHad monopoly in the market before a
competitor made capsules at lower prices
oTarget Marketing
oAdaptation to customer’s needs and desires
oHigh-profile celebrity endorsements

19. Will unique positioning of Nespresso enable it to
resist new competition from Jacobs Douwe Egberts?
EXCLUSIVE BRAND
WIDESPREADMARKETING
BETTERMARKETINGSTRATEGY
STRONG COMMUNICATIONS
 PRODUCES CAPSULES
COMPATIBLE WITH NESPRESS
MACHINES
LOWERSELLING PRICE
MORE BUDGET

20. About Nespresso
Reasons behind Huge Success
Brand Positioning
Value Proposition
POPs and PODs
Competitors
Questions

21. DISCLAIMER
Created by Parul Kaushal, NSIT Delhi during a
marketing internship by Prof. Sameer Mathur, IIM
Lucknow.