Nespresso, a subsidiary of Nestlé established in 1986, originally supplied the coffee machine market before shifting to high-end consumer products. The brand focuses on practical design, high-quality coffee, and excellent service, with 92% of its revenue coming from its own coffee capsules. To address competition and market share loss, suggestions include selling products in retail stores and opening cafés.

1. What Else ?

2. History
Created in 1986
Subsidiary of Swiss group
Nestle
Initially a supplier to coffee
machine market
Later repositioned to the high
end consumer market

3. Brand Positioning
Practical design
High quality coffee
Excellent service
Strong communication

4. Nespress0 Capsules
Nespresso sells its own capsules
which make up 92% f the
revenues

5. UNIQUE PROPOSITIONS

6. Nespresso
Boutiques

7. Nespresso Club
8 million members
A sense of belonging created
to a privileged community
that reinforces its rband
positioning

8. Nespresso
Cube

9. Marketing Strategy

10. Coffee Tasting
Events

11. George Clooney in Europe

12. Penelope Cruz in USA

13. Problems faced by
Nespresso
Merger of JDE and Mondelez

14. Loss of Market Share

15. How should Nespresso
reposition itself to face the
competition from Jacobs
Dougwe Egberts ???

16. Sell their products in regular retail stores like
wall mart, wall greens etc.

17. Set up their own cafés and hence
enter an entirely new market
different from its competitors.

18. We discussed about the following in our presentation :
The brand positioning of Nespresso The products of Nespresso
Marketing Strategies
How to tackle loss of market share

19. Prepared by Aayush Gulati, NSIT, during marketing
internship under Prof. Sameer Mathur