Nespresso Case Study 2017- Kotler 15th Edition
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Nespresso has established itself as a well-known global coffee brand through its unique business model of selling high-quality coffee capsules. However, it faces competition from similar capsule-based systems like Tassimo and Senseo as well as from Jacobs Douwe Egberts pods that are compatible with Nespresso machines. Nespresso differentiates itself through superior brand positioning and customer experience, though it will need to continue innovating and exploring new marketing strategies like sponsoring global events to maintain its edge over rivals.
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Nespresso - The Ultimate Coffee Experience
This presentation has been created under marketing internship by Prof. Sameer Mathur, IIM Lucknow. There is an youtube video which you can watch : https://youtu.be/xbt327j-mKU
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This marketing plan for Nespresso was prepared by Khan Mohd Eshtiaque and Naye Carla Farid Moussa, two students at IE Business School. The project was personally supervised by Professor Ramón Méndez of IE Business School & Partner at BMC Strategic Innovation. The marketing plan includes the Market Analysis, Consumer Analysis, Competitive Overview, Brand Equity Analysis, SWOT Analysis, Brand Benefit Ladder, Positioning and finishes with Objectives, Marketing Strategies and the 4P's.
Naye Moussa has been an intern with the e-commerce and online marketing department of Adolfo Dominguez, a leading Spanish fashion designer. She has also worked with the European office of New York University and has been a store model for Abercrombie & Fitch.
Khan Mohd Eshtiaque has previously interned as an M&A summer analyst with BDO Corporate Finance and also interned in the Private Banking department of HSBC.
You can contact them at eshtiaque@student.ie.edu or nmoussa.bba2010@student.ie.edu.
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1) The document provides an overview of the coffee and Nespresso industries. It discusses Nespresso's positioning within Nestle and its focus on innovation, quality service and variety.
2) Nespresso has a well protected market position due to high barriers to entry for competitors. It targets high-income customers with luxury coffee machines and capsules.
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Dove body wash was initially unsuccessful in India when launched in 2004. It was more expensive than competitors like Lux and Palmolive, and Indians prioritized face skincare over body care. Dove then customized their marketing mix - they reformulated the product to include exfoliating beads and moisturizing ingredients appealing to Indian consumers. They maintained price but expanded distribution and used extensive promotion through TV, print ads, billboards and product sampling to target youth in major cities and change perceptions of beauty. This revamped approach helped revive Dove body wash's performance in the Indian market.
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This presentation has been created under marketing internship by Prof. Sameer Mathur, IIM Lucknow. There is an youtube video which you can watch : https://youtu.be/xbt327j-mKU
Marketing Plan for Nespresso
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Naye Moussa has been an intern with the e-commerce and online marketing department of Adolfo Dominguez, a leading Spanish fashion designer. She has also worked with the European office of New York University and has been a store model for Abercrombie & Fitch.
Khan Mohd Eshtiaque has previously interned as an M&A summer analyst with BDO Corporate Finance and also interned in the Private Banking department of HSBC.
You can contact them at eshtiaque@student.ie.edu or nmoussa.bba2010@student.ie.edu.
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2) Nespresso has a well protected market position due to high barriers to entry for competitors. It targets high-income customers with luxury coffee machines and capsules.
3) The document analyzes Nespresso's marketing strategy using the 7 P's framework, covering elements like products, pricing, placement, promotion, and an emphasis on customer experience.
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This document provides an overview of the Dove brand owned by Hindustan Unilever in India. It discusses Dove's history and evolution since its launch in India in 1995. Key points include:
- Dove differentiated itself from other soaps by marketing itself as a mild beauty bar containing moisturizers.
- Its "Real Women" advertising campaign featuring everyday women helped boost its popularity and market share above competitors like L'oreal and Garnier.
- Dove targets women across ages but especially working women, and positions itself as a moisturizing beauty product priced for upper middle class consumers.
- Hindustan Unilever distributes Dove and its other products
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Nespresso brand positioning
Nespresso was created in 1986 as a Nestle subsidiary. It has become globally successful due to its brand positioning focusing on practical coffee machines, high quality coffee, excellent service, and strong communication. While Nespresso faces competition from compatible capsules and Jacob Dauwe Egberts, its exclusive boutique distribution and brand community have allowed it to maintain differentiation in the market. However, Jacob Dauwe Egberts' larger scale may enable it to erode Nespresso's market through lower pricing and greater advertising investments.
The Apple of coffee world
Nespresso positioned itself as a high-end coffee brand, targeting customers looking for unique, high-quality coffee experiences. It developed innovative Nespresso machines that required purchasing proprietary capsules, generating most of its revenues. Nespresso distributed exclusively through boutiques and later online/mobile channels rather than retail stores, and pioneered airport coffee cube locations. Celebrity endorsements and distinctive advertising reinforced its image of elegance and prestige.
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Nespresso is a subsidiary of Nestle founded in 1986 with over $3 billion in annual turnover. It operates in over 60 countries through 300 boutiques. Nespresso differentiates itself through high-end positioning and luxury experiences in its boutiques. It offers a variety of coffee options and builds long-term relationships through personalized attention. Nespresso has maintained its unique positioning against competitors like Tassimo through points of parity and difference. It distributes through its online platform and boutiques, known for their brand experiences. While aluminum capsules received criticism, Nespresso addressed ecological concerns through collaboration.
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Nespresso was created in 1986 as a subsidiary of Nestle. It has achieved global success through effective brand positioning. Nespresso's positioning involves choosing high-end competitors, identifying distinguishing attributes like exclusive boutique distribution, and adopting a brand mantra of being unique, elegant, and luxurious. This positioning has allowed it to compete against similar coffee capsule brands while facing competition from Jacobs. Nespresso's success is attributed to its high quality premium product, original coffee machines and capsules, strong communication, and association with restaurants.
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Nespresso was created in 1986 as a subsidiary of Nestle. It has achieved global success through effective brand positioning. Nespresso's positioning involves choosing high-end competitors, identifying distinguishing attributes like exclusive boutique distribution, and adopting a brand mantra of being unique, elegant, and luxurious. This positioning has allowed it to compete against similar coffee capsule brands while facing competition from Jacobs. Nespresso's success is attributed to its high quality premium product, original machine design, strong communication, excellent customer service, and relationship with restaurants.
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Thus, this consumer empowerment leads to new challenges for brands.
What if we already had the keys to decode this « consumer rebellion » ?
At Dynvibe, we combine artificial intelligence and strong human expertise to map consumers’ minds and identify insights in order to anticipate the future. As an international observatory of consumer trends, we are the voice of consumers to help brands understand changes in society that will inevitably impact their business.
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一比一原版澳洲悉尼大学毕业证（USYD学位证）如何办理
原件一模一样【微信：WP101A】【澳洲悉尼大学毕业证（USYD学位证）成绩单】【微信：WP101A】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：WP101A】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：WP101A】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份【微信：WP101A】
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
办理澳洲悉尼大学毕业证（USYD学位证）学位证【微信：WP101A 】外观非常精致，由特殊纸质材料制成，上面印有校徽、校名、毕业生姓名、专业等信息。
办理澳洲悉尼大学毕业证（USYD学位证）学位证【微信：WP101A 】格式相对统一，各专业都有相应的模板。通常包括以下部分：
校徽：象征着学校的荣誉和传承。
校名:学校英文全称
授予学位：本部分将注明获得的具体学位名称。
毕业生姓名：这是最重要的信息之一，标志着该证书是由特定人员获得的。
颁发日期：这是毕业正式生效的时间，也代表着毕业生学业的结束。
其他信息：根据不同的专业和学位，可能会有一些特定的信息或章节。
办理澳洲悉尼大学毕业证（USYD学位证）学位证【微信：WP101A 】价值很高，需要妥善保管。一般来说，应放置在安全、干燥、防潮的地方，避免长时间暴露在阳光下。如需使用，最好使用复印件而不是原件，以免丢失。
综上所述，办理澳洲悉尼大学毕业证（USYD学位证）学位证【微信：WP101A 】是证明身份和学历的高价值文件。外观简单庄重，格式统一，包括重要的个人信息和发布日期。对持有人来说，妥善保管是非常重要的。
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Nespresso brand positioning
Nespresso was created in 1986 as a subsidiary of Nestle. It has achieved global success through effective brand positioning. Nespresso's positioning involves choosing high-end competitors, identifying distinguishing attributes like exclusive boutique distribution, and adopting a brand mantra of being unique, elegant, and luxurious. This positioning has allowed it to compete against similar coffee capsule brands while facing competition from Jacobs. Nespresso's success is attributed to its high quality premium product, original machine design, strong communication, excellent customer service, and relationship with restaurants.
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Nespresso needs to renew its communication strategy to address upcoming threats like increased competition and environmental concerns. The proposed strategy positions Nespresso as "the Star" - highlighting its seniority, quality, and uniqueness in the coffee market. A global campaign will feature vintage-style black and white ads deforming to show Nespresso in color. Supporting initiatives include digital extensions, sponsorships, partnerships, and events to engage customers and emphasize Nespresso's commitment to quality and sustainability. The 3-year, 9 million euro budget allocates more funds to traditional media than below-the-line activities.
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Thus, this consumer empowerment leads to new challenges for brands.
What if we already had the keys to decode this « consumer rebellion » ?
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In this presentation, we share 3 main trends that every brand should be aware of for the future of their strategies.
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This presentation slide contains the slides from a business case competition named "Breaking Brand".
Nespresso Business Strategy
Nespresso is a globally managed business of Nestle founded in 1986 that specializes in portioned espresso coffee. It has 8,300 employees across 60 countries and 300 boutiques worldwide. Nespresso develops coffee machines and capsules to provide the perfect cup of espresso. It has a strong focus on quality coffee sourcing, product innovation, and customer experience. Nespresso has a competitive advantage through economies of scale in capsule production, brand reputation for quality, and an extensive distribution network. While facing competition from substitutes like filtered and instant coffee, Nespresso has grown its market share to 45% through superior marketing and technology.
Nespresso - Mini Case
This PPT is a mini case on Nespresso during a remote marketing internship under the guidance of Prof. Sameer Mathur, IIM Lucknow.
Nespresso.pptx
This document discusses Nespresso's marketing management strategies. It provides details on Nespresso's history, products, distribution channels, branding, and SWOT analysis. Nespresso was created in 1986 as a Nestle subsidiary. It supplies coffee machines, capsules, and operates boutiques globally. Nespresso's unique positioning of premium coffee experience through boutiques and devices, along with high-quality products and service, have led to its success against competitors.
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一比一原版澳洲悉尼大学毕业证（USYD学位证）如何办理
原件一模一样【微信：WP101A】【澳洲悉尼大学毕业证（USYD学位证）成绩单】【微信：WP101A】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：WP101A】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：WP101A】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份【微信：WP101A】
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
办理澳洲悉尼大学毕业证（USYD学位证）学位证【微信：WP101A 】外观非常精致，由特殊纸质材料制成，上面印有校徽、校名、毕业生姓名、专业等信息。
办理澳洲悉尼大学毕业证（USYD学位证）学位证【微信：WP101A 】格式相对统一，各专业都有相应的模板。通常包括以下部分：
校徽：象征着学校的荣誉和传承。
校名:学校英文全称
授予学位：本部分将注明获得的具体学位名称。
毕业生姓名：这是最重要的信息之一，标志着该证书是由特定人员获得的。
颁发日期：这是毕业正式生效的时间，也代表着毕业生学业的结束。
其他信息：根据不同的专业和学位，可能会有一些特定的信息或章节。
办理澳洲悉尼大学毕业证（USYD学位证）学位证【微信：WP101A 】价值很高，需要妥善保管。一般来说，应放置在安全、干燥、防潮的地方，避免长时间暴露在阳光下。如需使用，最好使用复印件而不是原件，以免丢失。
综上所述，办理澳洲悉尼大学毕业证（USYD学位证）学位证【微信：WP101A 】是证明身份和学历的高价值文件。外观简单庄重，格式统一，包括重要的个人信息和发布日期。对持有人来说，妥善保管是非常重要的。
一比一原版美国加利福尼亚大学旧金山分校毕业证如何办理
原版一模一样【微信：741003700 】【美国加利福尼亚大学旧金山分校毕业证成绩单】【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
【主营项目】
一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
办理美国加利福尼亚大学旧金山分校毕业证【微信：741003700 】外观非常简单，由纸质材料制成，上面印有校徽、校名、毕业生姓名、专业等信息。
办理美国加利福尼亚大学旧金山分校毕业证【微信：741003700 】格式相对统一，各专业都有相应的模板。通常包括以下部分：
校徽：象征着学校的荣誉和传承。
校名:学校英文全称
授予学位：本部分将注明获得的具体学位名称。
毕业生姓名：这是最重要的信息之一，标志着该证书是由特定人员获得的。
颁发日期：这是毕业正式生效的时间，也代表着毕业生学业的结束。
其他信息：根据不同的专业和学位，可能会有一些特定的信息或章节。
办理美国加利福尼亚大学旧金山分校毕业证【微信：741003700 】价值很高，需要妥善保管。一般来说，应放置在安全、干燥、防潮的地方，避免长时间暴露在阳光下。如需使用，最好使用复印件而不是原件，以免丢失。
综上所述，办理美国加利福尼亚大学旧金山分校毕业证【微信：741003700 】是证明身份和学历的高价值文件。外观简单庄重，格式统一，包括重要的个人信息和发布日期。对持有人来说，妥善保管是非常重要的。
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一比一原版哥伦比亚大学毕业证(Columbia毕业证书)学历如何办理
原版办【微信号:95270640】【哥伦比亚大学毕业证(Columbia毕业证书)】【微信号:95270640】《成绩单、外壳、雅思、offer、真实留信官方学历认证（永久存档/真实可查）》采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
【我们承诺采用的是学校原版纸张（纸质、底色、纹路）我们拥有全套进口原装设备，特殊工艺都是采用不同机器制作，仿真度基本可以达到100%，所有工艺效果都可提前给客户展示，不满意可以根据客户要求进行调整，直到满意为止！】
【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信号95270640】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信号95270640】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
留信网服务项目：
1、留学生专业人才库服务（留信分析）
2、国（境）学习人员提供就业推荐信服务
3、留学人员区块链存储服务
【关于价格问题（保证一手价格）】
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：客户在留信官方认证查询网站查询到认证通过结果后付款，不成功不收费！
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Nespresso Case Study 2017- Kotler 15th Edition
- 1. “Even bad coffee is better than no coffee at all.” -David Lynch
- 3. Eric Fabre
- 4. Have any idea? Patent it now!!
- 10. Celebrities are a well known assets for a firms marketing communications
- 11. Capsules 1. Costly than loose ground coffee 2.Hermetically sealed capsules 3.Competitors argue these capsules are very polluting
- 12. Tassimo (Mondelez) Senseo (Sara Lee) Competitors
- 13. Keeping competitors at bay Unique brand positioning Capsules
- 14. Keeping competitors at Bay cont.. A successful brand mantra
- 15. Establishing a brand positioning Buy Nespresso’s product and become a member +8 million members It gives a sense of belongingness to its privileged customers
- 16. Points of parity and points of difference What’s new in it 1. Capsules : Variety of coffee blends 2. Different selling dimensions 3. A royal touch 4. Reusing the capsules Well, common doesn’t make a difference 1. Product characteristics 2. Same platform for marketing 3. Quality of the product
- 17. A serious competition Jacobs Douwe Egberts 1.JDE pods fits into Nespresso machines 2.It’s low prices are attractive 3.Invests high amount in advertisements
- 18. A serious competition cont… Nespresso 1.Its now a well known brand in the world 2.Better brand positioning than JDE 3. Involves new technologies in providing customer satisfaction
- 19. Future plans for Nespresso Sponsoring sports club or country teams Sponsoring sports events like Olympics and World cups
- 20. Future plans for Nespresso A few events might turn out to be a huge success
- 21. What else? Nespresso Note: The images used in these slides are part of Google images.
- 22. Disclaimer These slides are created by Amit Kumar Rawat Under the Supervision of Prof. Sameer Mathur of IIM Lucknow Carnegie Mellon University NIT Goa