Marketing Internship under Prof Sameer Mathur

1. NESPRESSO
WHAT ELSE?
CRAFTING THE BRAND
POSITIONING

2. •NESPRESSO WAS CREATED IN 1986 AS A
SUBSIDIARY OF THE SWISS GROUP
NESTLE .
•ERIC FAVRE IS THE FOUNDER AND
INVENTOR OF NESPRESSO .

4. How to determine
positioning?

5. Choosing A Competitive Frame Of Reference
Identifying Competitors
Analyzing Competitors

8. POINTS OF DIFFERENCE
 Desirable To Consumer
 Deliverable by the Company
 Differentiating from Competitors
POINTS OF PARITY
Category Points Of Parity
Correlational Points Of Parity
Competitive Points of Parity

10. DIFFERENCE BETWEEN POP AND POD
• EXAMPLE : HYUNDAI CARS

13. Why has Nespresso’s
repositioning on the
consumer market
led to the success of
the brand ?
?

14. Practically Designed Coffee Machines
High Quality Coffee
Excellent Service
Strong and Original Communication
Nespresso Capsules

15. Emotional Branding
o Nespresso Customers become members of brand club
o Benefits from exclusive offers and limited series
o Informed of Innovations and Creations
o Magazine Subscription
o Associating with well established restaurants

16. MANTRA

17. Will the Unique positioning of Nespresso enable it to resist new competition
from Jacobs Douwe Egberts ?

18. Jacobs produces Capsules for Nespresso
which is its major source of income
Jacobs has more turnover
 More marketing Budget
Less Expensive Products

19. SEGMENTATION AND EXCLUSIVITY OF CUSTOMERS
WIDESPREAD MARKETS
GOOD CUSTOMER RELATIONS

21. DISCLAIMER
This Presentation was created by VEDANT HAMIRWASIA , MIT
MANIPAL During an Internship under Prof Sameer Mathur , IIM
Lucknow