Nespresso is a premium coffee brand that provides an exclusive sensory experience through high quality coffee capsules and machines. It has grown into a globally recognized brand trusted by millions as a symbol of passion, authenticity, and service. Nespresso focuses on creating the highest quality coffees, building long-term customer relationships through its loyalty program, and operating sustainably. It targets urban customers seeking luxury and positions itself as an elegant brand through exclusive boutiques and cafes.

2.  Nespresso is not just a coffee. It is a
sensorial experience.
 Nespresso has grown into one of the most
well-recognised global coffee brands. It is
trusted by millions of consumers as a mark
of passion, authenticity and service.
 The Nespresso brand stands
for exceptional quality, refined service and
genuine pleasure. It has become a symbol
of elegance.

3. Facts:
• Founded in 1986
• Autonomous globally managed business of the
Nestlé Group
• Present in 64 countries
• More than 12,000 employees worldwide,
compared to 331 in 2000
• Over 50% of employees in the markets in
direct contact with consumers

4. Who are main customers?
The urban men and women seeking to treat
themselves, who would not compromise upon
luxury and quality. Nespresso which is
perceived for it’s elegance, high quality, and
taste provides that exclusive and unique
experience.

5. Brand Success Strategy:
For 30 years, success has been based on
singular focus on:
1. creating the highest quality Grand Cru
coffees
2.building long-lasting consumer
relationships
3.operating business in a sustainable way.
These three Key Growth Drivers underpin

6. Advertisements:
-market specific
always.
-catchy taglines

10. Boutiques by Nespresso
is one of the method
used by the company
to emphasise it
association with luxury
and high quality.

11. BRAND LOYALTY

13. Benefits:
Emotional Benefit: feel special, treated
with every sip. Sensorial value.
Consumer Benefit: effortless, unique
experience, uplifts moods, relaxes.
Product Benefit: Perfection, convenience,
choices, superior taste.

14. The 4P’s:
Product, Price, Place and Promotion

15. Product:
- Premium espresso brewed from
capsules available in various flavours.
-Beautifully designed machines
- B2B and B2C solutions
-Unique experience in boutiques.
Place:
-exclusive
-online and boutiques mainly
-good customer interaction online
through club
Price:
-High compared to competitors.
-Luxury brand status
Promotion:
-word of mouth
-sponsor
-chefs and connoisseurs

16. SWOT Analysis:
-Strengths, Weakness,
Opportunities and Threats

17. Strengths:
-Market Leader
-Strong brand equity: awareness, top of
mind and image
-Store experience is excellent
-Loyalty through club
-Easy to use, effortless, varieties
Weaknesses:
-Lack of easy availability
-too much dependence on celebrity esp
Clooney
- Inconvenience in buying
- Huge chunk of market is untapped
Opportunities:
- Business to business expansions
- Increasing awareness
- Increasing hold in luxury segment
Threats:
-Jacob Douwe Egberts being number
one
-market can be overtaken by them

19. COVERED Topics:
• Who is Nespresso?
• It’s Positioning
• Strategy
• Product
• Market analysis

21. DISCLAIMER:
This presentation has been done by Vasudha Harlalka,
from VIT Vellore
Under the able guidance of Prof. Sameer Mathur, IIM
Lucknow during Marketing internship.