Nespresso's success mantra

2. CREATED IN 1986 AS A SUBSIDIARY OF THE SWISS GROUP NESTLE

3. TODAY THE NESPRESSO TURNOVER TOTALS CLOSE TO $3
BILLION.
AS OF 2014 , THE BRAND HAS MORE THAN 300 BOUTIQUES IN
60 COUNTRIES ACROSS THE WORLD.

4. THE SUCCESS OF THE BRAND HAS
BEEN DUE TO A UNIQUE
POSITIONING IN THE COFFEE
MARKET , ESPECIALLY ITS CHOICE OF
PLACING ITSELF ON THE HIGH – END
MARKET.

5. NESPRESSO CULTIVATES A
SENSE OF BELONGING TO A
PRIVELEGED COMMUNITY
THAT REINFORCES THE
BRAND’S POSITIONING.

6. HOW WIDE IS THE BRAND’S
REACH?

7. NESPRESSO DISTRIBUTES ITS PRODUCTS ONLY FROM A DISTANCE
THROUGH THE INTERNET AND MOBILE DEVICES , OR IN ONE –
OF A KIND BOUTIQUES.

8. WAS THE BRAND’S SUCCESS
A MERE LUCK?

9. IT WAS ONLY AFTER THE
BRAND REPOSITIONED
ITSELF THAT IT
BECAME A GLOBAL
SUCCESS .

10. WHY HAS NESPRESSO’S
REPOSITIONING IN THE
CONSUMER MARKET
LED TO THE SUCCESS OF
THE BRAND ?

11. POSITIONING IS THE ACT OF DESIGNING A COMPANY’S OFFERING AND IMAGE
TO OCCUPY A DISTINCTIVE PLACE IN THE MINDS OF THE TARGET MARKET.

12. BRAND
REPOSITIONING IS
DONE IN
• CHOOSING A COMPETITIVE
FRAME OF REFERENCE
• IDENTIFYING THE OPTIMAL
POINTS OF PARITY & POINTS
OF DIFFERENCE
• CREATING A BRAND -
MANTRA

13. NESPRESSO REPOSITIONED ITSELF BY
:
 TARGETING HIGH – END
CUSTOMERS
 EXCLUSIVE HOSPITALITY TO
CUSTOMERS
 WIDE REACH BEYOND THE
INTERNET
 ASSOCIATING ITSELF WITH WELL
ESTABLISHED RESTAURANTS

14. WILL THE UNIQUE POSITIONING OF
NESPRESSO ENABLE IT TO RESIST NEW
COMPETITION FROM JACOB DOUWE
EGBERTS , THE CURRENT NUMBER ONE
COFFEE COMPANY IN THE WORLD ?

15. IN ORDER TO RECLAIM ITS
SPOT AS MARKET LEADER ,
THE NESTLE GROUP
SHOULD AIM TO
STRENGTHEN THE HIGH –
END POSITIONING OF
NESPRESSO

16. THE BRAND SHOULD
• EXPAND ITS REACH i.e, beyond Nespresso Cube ,
internet and boutiques
• EXPAND TARGET MARKET i.e, beyond high – end
customers
• CREATE A SIMPLE , INSPIRING AND COMMUNICABLE
BRAND MANTRA TO WHICH PUBLIC CONNECT

17. POSITIONING PLAYS AN
IMPORTANT PART IN A BRAND’S
MARKETING STRATEGY

18. ALTERNATIVE
APPROACH TO
POSITIONING

19. BRAND NARRATIVES
AND STORYTELLING
CULTURAL
BRANDING

20. • Nespresso gained success after repositioning itself
• Brand repositioning is a very important aspect of
marketing
• Identifying & analysing competitors ; identifying points of
difference and parity and adopting a simple brand
mantra is necessary
• Alternative approach to positioning has also been
identified in recent years.

21. CREATED BY SURABHI BAJAJ DURING A SUMMER INTERNSHIP BY
PROFESSOR MATHUR , IIM LUCKNOW.