This document discusses Nespresso's successful repositioning in the consumer market. It analyzes Nespresso's branding strategy, including its positioning as a high-end luxury brand through high quality coffee, excellent service, and strong branding communication. A key part of Nespresso's success was its emotional branding approach that made customers feel part of an exclusive brand club. While Nespresso faces competition from brands like Jacobs Douwe Egberts, the document argues that Nespresso's unique positioning targeting exclusive customers through segmentation could allow it to resist some competition.

1. N O C O M P A N Y C A N
W I N I F I T ’ S
P R O D U C T S
R E S E M B L E E V E R Y
O T H E R P R O D U C T
A N D O F F E R I N G

2. CRAFTING THE BRAND POSITIONING
By – TEJAS GATTANI
Indian Institute of Technology

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

4. MARKETING STRATEGY
Segmentation Targeting Positioning

5. POSITIONING
• Designing company’s offerings and image to occupy a distinctive place in minds of the
target market
• E.g. Nespresso chose to place itself in high-end/luxury market
• Fundamental criteria:
– Practically designed coffee machines
– High quality coffee
– Excellent service
– Strong & Original communication

6. COMPETITIVE FRAME OF REFERENCE
• Identifying competitors
• Analyzing competitors
Coffee
markets

7. POINTS OF DIFFERENCE
POINTS OF PARITY

8. NESPRESSO CUBE

9. EMOTIONAL BRANDING
• Nespresso customers become member of brand club
• Benefits from exclusive offers and limited series
• Informed of innovations and creations
• Magazine subscription
• Associating with well established restaurants a

10. BRAND MANTRA

11. OTHER REASONS FOR SUCCESS
• Manufactures its own capsules
• Distributing its products through internet/ mobile or one of its kind boutiques
• Good advertising strategy

12. WILL THE UNIQUE POSITIONING OF
NESPRESSO ENABLE IT TO RESIST
COMPETITION FROM JACOB
DOUWE EGBERTS ?

13. NO!

14. REASONS
• Jacobs producing capsules for Nespresso which is its major source of income
• Jacobs has more turnover so
– More marketing budget
– Less expensive products

15. YES!

16. REASONS
• Segmentation and exclusivity of customers
• Widespread markets
• Good customer relations

17. REFRENCES
• Google Images
• Marketing Management by Philip Kotler, Kevin Keller

18. THANK
YOU