This PPT is a mini case on Nespresso during a remote marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.

1. Nespresso

2. Flashback
1986 – created as a subsidiary of Nestle.
2014 – Brand has 300 boutiques in 60 countries across the
world.
Turnover – close to $3 Billion.
What has changed ?
Ans:It became global success only after its
Repositioning to high end segment of the
consumer market.

3. Crafting the Brand Positioning
What is
Positioning?

4. Positioning of Nespresso
• High end market
• Practically designed coffee machines
• High quality coffee
• Excellent service
• Brand capsules

5. The three aspects of Brand positioning
• Choosing competitive frame of reference.
Identifying optimal PODs and POPs.
Creating a Brand Mantra.

6. Competitive frame of reference

7. Identifying optimal PODs and POPs
Points-of-difference (PODs)
• Attributes or benefits
consumers strongly associate
with a brand, positively
evaluate, and believe they
could not find to the same
extent with a competitive
brand
Points-of-parity (POPs)
• Associations that are not
necessarily unique to the
brand but may be shared with
other brands

8. For Nespresso
• POP’s
• Quality of Coffee
• Convenience and Ease of
Operation
• Services Offered
• Premium Price
• Product Design
• POD’s
• Product Distribution strategies
• Privileged Community
• InnovativeTechnology
• ProductVariety
• Social Responsibility

9. Creating a Brand Mantra
• Ultimate Coffee Experience

11. Brand Club

12. Club incentives

13. Means of Distribution

15. Advertising

16. Q: Why has Nespresso's
positioning on the consumer
market led to success of the
brand?

17. Briefly
Unique Selling Points of
Nespresso
Emotional Branding
Good advertising strategy

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

19. Briefly
•No
•source of income.
•More turnover so
More marketing
budget and Less
expensive products.
• Yes
• Segmentation and
exclusivity of
customers
• Widespread markets
• Good customer
relations.

20. Summary
•Relation between Nespresso’s Success and
its Brand Positioning.
•Crucial elements for crafting a brand
positioning

21. Disclaimer
Created by Sagar Gondela, IIT Kharagpur,
during a marketing internship,
by Prof. Sameer Mathur, IIM Lucknow.