Project I had to do under guidance of Prof. Sameer Mathur, IIM Lucknow.

1. DEVELOPING AND ESTABLISHING

2. WHAT IS POSITIONING?
Act of designing a company’s offering and
image to occupy a distinctive place in the
minds of the target market. The aim is to
strike a balance between what the brand is
and what it could be.

3. Nespresso
Nespresso was created 1986 as a subsidiary of
Nestle’. It provide s coffee machines to the high
end segment of the consumer market.
As of today its turnover is close to $3 Billion. The
brand has more than 300 boutiques in 60
countries across the world.

4. Philips
Royal Philips Electronics, established in 1891, is one of the world’s
largest electronics companies and one of the most respected brands. A
market leader in medical diagnostic imaging, patient monitoring
systems, energy-efficient lighting solutions, and lifestyle solutions for
personal wellbeing. Its annual turnover is close to $30.97 Billion.

5. How to determine positioning?

6. Determining a frame of reference
by identifying target market and
relevant competition.

7. Competitors for Nespresso

8. Competitors for Philips

9. Identifying Points of
Parity and Points of
Difference

10. Unique positioning in the coffee market.
Placing in the high-end market.
Practically designed coffee machines.
High quality coffee.
Excellent service.

11. PHILIPS
Unique and original devices.
All ways innovating.
Sharing costs of R&D.
“Sense and Simplicity”

12. Creating a brand
mantra to summarize
the positioning and
essence of the Brand

13. Nespresso
“It’s not just a coffee. It is a sensational experience.”
This is in close reference to the high quality of coffee it provides along
with smart , stylish coffee machines.

14. Nespresso VS Malongo Brand Mantra

15. “Sense and Simplicity”
• Delight customers.
• Develop great results.

16. Strengths
• Effective Communication
• High R&D
•Innovation
• Loyal Customers
• Copyright Patents

19. What is brand positioning?
How to determine positioning?
Identifying points of parity and points of difference.
Creating a brand mantra to summarize the positioning and essence of
the brand.

20. Created by Nikhil Seth during a marketing
internship by Prof. Sameer Mathur, IIM
Lucknow