case study on Nespresso

1. Presented By: Group 04
CASE STUDY ON NESPRESS
Name ID
Al Shahrier 2019-2-10-091
Abdullah Al Noman 2019-2-10-163
Azra Sadia 2019-3-10-151
Md.Mainul Hossain 2021-3-10-092
Afsar Uddin Ahmed
Sahil
2023-1-10-180

2. Table Of Contents:
 Introduction
 Company profile
 Solution of case questions 1 & 2
 Recommendation
 Conclusion

3. INTRODUCTION:
• Nespresso, founded in 1986 under Nestlé, prioritizes high-end positioning.
• Achieved $3 billion turnover with 300+ boutiques in 60 countries.
• Strategy focuses on quality coffee, service, and luxury industry principles.
• Initially monopolized capsule sales, now allowing competitor
compatibility.
• Online and boutique distribution, innovative concepts like Nespresso
Cube.
• Club membership enhances brand loyalty and exclusivity.
• Partnerships with celebrities like George Clooney reinforce brand image.
• Environmental initiatives address capsule recycling concerns.
• Nestlé should reinforce Nespresso's luxury positioning amid competition.

4. Company Profile:
• Nespresso is a subsidiary of Nestlé Group
• It was founded in 1986
• Nespresso operates in over 80 countries worldwide.
• It ’s headquarters is in Lausanne, Switzerland
• It is in the food and beverage industry
• Tagline of Nespresso is "Nespresso, What Else?“
• Some of their competitors: Keurig, Illy, Starbucks, Dolce
Gusto, Lavazza

5. QUESTION 1: WHY HAS NESPRESSO’S
REPOSITIONING ON THE CONSUMER MARKET
LED TO THE SUCCESS OF THE BRAND?

6. Unique Positioning:
Marketing
Strategy:
Key Elements of
Succes
• Positioned in the high-
end coffee market.
• Focus on luxury-level
profitability.
• Partnership with McCann World.
• Utilization of George Clooney and the slogan
"what else?" for brand image
• Practically designed coffee machines.
• High-quality coffee.
• Exclusive distribution channels (internet,
mobile, boutiques).
• Manufacturing own capsules.
• Partnering with top restaurants and chefs.
• Exclusive brand club membership.
• Excellent service and communication.
Solution of case question No.1.

7. QUESTION 2: WILL THE UNIQUE POSITIONING OF
NESPRESSO ENABLE IT TO RESIST NEW
COMPETITION FROM JACOBS DOUWE EGBERTS?

8. Solution of case question No.2.
High-end Market
Sense of belongingness
Well-known to all
More Engagement with customers
Wide Variety of coffee flavors

9. Recommendation:
❖ Innovate Product Line
❖ Strengthen Relationships
❖ Enhance Customer Experience
❖ Continuous Brand Reinforcement
❖ Explore Strategic Partnerships

10. ❖ Established Brand Image
❖ Loyal Customer Base
❖ Brand Equity Advantage
❖ Strategic Marketing Efforts
❖ Sustainable Leadership
Conclusion:

12. References:
1.Philip Kotler, K. L. K.(2014). Marketing Management. 15 ed.
s.l.:Pearson. Crafting the Brand Positioning:MM,pp.297-318
2."Nespresso | Coffee & Espresso Machines & Accessories."
http://www.nestle-nespresso.com/ (Accessed April 25, 2024)