This plan was developed within a group of five NYU students during the 2013 fall semester. We elaborated a complete (integrated) marketing plan covering from the market analysis to the marketing tactics selected to reach ours business goals and objectives.
This plan was developed within a group of five NYU students during the 2013 fall semester. We elaborated a complete (integrated) marketing plan covering from the market analysis to the marketing tactics selected to reach ours business goals and objectives.
A case study on Nespresso which will give you a rough idea about 'Craft Brand Positioning'. The reference of this presentation is from chapter 10, 'Crafting the Brand Positioning' from the marketing book, Kotler Keller.
A new coffee for the USA from Nestlé NespressoNestlé SA
Christophe Cornu, Chief Commercial Officer, Nestlé Nespresso S.A., presentation on 'Nespresso VertuoLine - a game changer ambition' at the 2014 Nestlé Investor Seminar, Boston USA, June 3-4.
Basic Marketing Analysis. Insight into the brand and its typical positioning in luxury segment, which allows it to compete against number one Jacob Douwe Egberts too.
The brand strengthens it hold in luxury to remain strong, still focusing on its consumers.
Nespresso: Perfect Consistency - What Else?XPotential
Nespresso, Nestle's Single Serve Espresso System, has been the latest brand to spark our interest at XPotential. This case study was inspired by a recent office purchase...
Includes synopsis of the case along with the solutions to all the problems they were facing in U.S. market. The case ends with lots of confusion, regarding brand visibility etc.. Presentation incorporates all the recommendation and solution to all of their problems in different markets with a new brand tagline.
Steve Moskowitz - Nespresso Marketing B2B Marketing CamapaignSteve Moskowitz
I earned a certificate in digital marketing from NYU in Summer 2015. This marketing plan was part of the coursework needed to complete the certificate. My team found a new sales channel for Nespresso coffee and explored marketing avenues.
Nespresso coffee expertise enables anyone, anywhere to make a perfect espresso coffee.
At Nespresso we want to make it possible for you to make the same full-bodied espresso offered by skilled baristas. Your business can benefit from years of Nespresso expertise in premium Grand Crus coffees, innovative machines and excellent customer support.
Our rigorous selection process and careful blending, roasting, and grinding methods create exceptional Grand Crus coffees that are enjoyed all over the world. The exclusive capsule delivery system helps you to control costs and preserves the roast and ground coffee until you’re ready to serve.
In a business environment, Nespresso contributes to the performance of your company by offering the best quality coffee to your employees, but also a competitive and easy to manage coffee solution to you.
We believe that our Grand Crus stand apart from other coffees and fit naturally with the world of fine dining. Today, Nespresso is the coffee of choice in over 400 of the world finest restaurants.
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.
Nespresso campaign presentation as part of a group project for Writing for Marketing and Advertising at UCLA. I was responsible for the design and PowerPoint presentation as well as the intro, slogan, print ad and web banners.
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.
A case study on Nespresso which will give you a rough idea about 'Craft Brand Positioning'. The reference of this presentation is from chapter 10, 'Crafting the Brand Positioning' from the marketing book, Kotler Keller.
A new coffee for the USA from Nestlé NespressoNestlé SA
Christophe Cornu, Chief Commercial Officer, Nestlé Nespresso S.A., presentation on 'Nespresso VertuoLine - a game changer ambition' at the 2014 Nestlé Investor Seminar, Boston USA, June 3-4.
Basic Marketing Analysis. Insight into the brand and its typical positioning in luxury segment, which allows it to compete against number one Jacob Douwe Egberts too.
The brand strengthens it hold in luxury to remain strong, still focusing on its consumers.
Nespresso: Perfect Consistency - What Else?XPotential
Nespresso, Nestle's Single Serve Espresso System, has been the latest brand to spark our interest at XPotential. This case study was inspired by a recent office purchase...
Includes synopsis of the case along with the solutions to all the problems they were facing in U.S. market. The case ends with lots of confusion, regarding brand visibility etc.. Presentation incorporates all the recommendation and solution to all of their problems in different markets with a new brand tagline.
Steve Moskowitz - Nespresso Marketing B2B Marketing CamapaignSteve Moskowitz
I earned a certificate in digital marketing from NYU in Summer 2015. This marketing plan was part of the coursework needed to complete the certificate. My team found a new sales channel for Nespresso coffee and explored marketing avenues.
Nespresso coffee expertise enables anyone, anywhere to make a perfect espresso coffee.
At Nespresso we want to make it possible for you to make the same full-bodied espresso offered by skilled baristas. Your business can benefit from years of Nespresso expertise in premium Grand Crus coffees, innovative machines and excellent customer support.
Our rigorous selection process and careful blending, roasting, and grinding methods create exceptional Grand Crus coffees that are enjoyed all over the world. The exclusive capsule delivery system helps you to control costs and preserves the roast and ground coffee until you’re ready to serve.
In a business environment, Nespresso contributes to the performance of your company by offering the best quality coffee to your employees, but also a competitive and easy to manage coffee solution to you.
We believe that our Grand Crus stand apart from other coffees and fit naturally with the world of fine dining. Today, Nespresso is the coffee of choice in over 400 of the world finest restaurants.
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.
Nespresso campaign presentation as part of a group project for Writing for Marketing and Advertising at UCLA. I was responsible for the design and PowerPoint presentation as well as the intro, slogan, print ad and web banners.
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.
Nespresso Brand Extension (Tea Pods) Marketing PlanAaron Wang
A speculative marketing plan for Nespresso Brand Extension into Tea Pods. Aptly named Nesquisite T, it is to be introduced in selected markets and using strategies based on consumer analysis.
This workshop builds a foundation for how to identify, evaluate and pursue successful new product introductions for existing brands. It proposes a new definition for what it means to be “on brand,” and outlines an approach for determining when a potential new business opportunity is brand-enhancing or brand-detracting. Specific topics covered include: 1) determining a brand’s “bounds of extendibility,” 2) using brand as a source of inspiration for business-building ideas, and 3) testing/validating new business opportunities within the context of an existing brand. The workshop uses a combination of best and worst practices, B2B and B2C context, and practical and real-world examples.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Brand positioning
Faculty Name: Vishal Desai
Areas Covered :
Evolution of the Brand
Brand Identity
Brand Personality
Logo of the Brand
Tagline of the Brand
Brand Connect with intended customer
Where does the Brand fit in the company’s scheme of things??
Ad campaign analysis (both Print and TVC)
Nespresso case study - Internship under Prof. Sameer Mathur, IIM LucknowSanthosh Kumar
An insight into the unique brand positioning adopted by Nespresso.
This presentation was created during an internship under Prof. Sameer Mathur, IIM Lucknow.
Nespresso - The Ultimate Coffee ExperienceAnirjit Mitra
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
A short presentation on nescafe bcg matrix, marketing strategy,marketing mix and the most famous ad of nescafe breakdown analysis. The presentation makes you go through the 4P"s used by the Nestle brand Nescafe.
Case study on the launch and Re-Launch of Nespresso. The Marketing strategy adopted to penetrate the gourmet coffee market. Nestle's and Nespresso's operating model shift and creating a complete customer journey and experience around coffee. Innovation in business model and marketing strategy adopted.
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3. Nespresso machines brew espresso
and coffee from coffee capsules, or
pods in bar machines.
Nespresso manufactures both coffee
machines and capsules, with majority
of its revenue coming from the latter
4. Nespresso is a premium
priced coffee, with
turnover totals close to
$3 billion.
The brand has more
than 300 boutiques in 60
countries spread across
the world.
5. So what made Nespresso
so Successful?
EFFECTIVE BRAND
POSITIONING
6. Nespresso owes its global success to
its unique positioning in the high-
end coffee market. The Nespresso
system is based on several criteria:
• Practically designed coffee machines
• High quality coffee
• Excellent Service
• Strong & Original Communication
7. Brand positioning is the act of designing a
company’s offering and image to occupy a
distinctive place in the minds of consumers
Brand positioning has three
aspects
1. Choosing a competitive
frame of reference
2. Identifying optimal POPs
and PODs
3. Creating a Brand Mantra
8. Competitive frame of reference defines
which other brands a brand competes
with and is closely linked to target
market decisions
9. Competitive Frame of Reference
• Nespresso’s unique and original
brand positioning has allowed it to
keep its competition Tassimo
(Mondelez), Senseo (Sara Lee)
and Nespresso compatible
capsules at bay.
10. • However the company faces stiff
competition from Jacobs Douwe
Egberts, which is currently the
number one coffee company in the
world with a turnover of $4 billion.
Competitive Frame of Reference
11. Points of difference are attributes or
benefits that consumers strongly
associate with a brand, positively
evaluate and believe they could not find
to the same extent with a competitive
brand
12. Points of Difference (PODs)
While all its
competitors sell
in retail stores,
Nespresso sells
through the
internet ,mobile
devices or
boutiques
Customers who
buy Nespresso
machines
become
members of the
brand club which
has more than 8
million members
13. Nespresso creates a sense of belonging
to a privileged community that
reinforces the brand’s positioning
Points of Difference (PODs)
The brand has located fully automated
distributors called Nespresso Cube in
prominent airports across Europe.
14. Points of Parity are attribute or benefit
associations that are not necessarily
unique to the brand but may in fact be
shared with other brands. These types
of associations come in three basic
forms: category, correlational and
competitive
15. Points-of-Parity (POPs)
• Nespresso shares category POPs
with its competitors in terms of
quality, service and design.
• Other POPs include premium
price, R&D and innovation.
16. Brand Mantra is a 3-5 word articulation of
the essence and heart of the brand
Brand mantra
for Nespresso
is : unique,
elegant,
Luxurious in
experience
17. Brand Mantra
The communication strategy of Nespresso
strongly contributes to the success of the
brand. Brand ambassadors George Clooney
and Penelope Cruz embody the brand in
terms of elegance and prestige. In Asian
countries Nespresso symbolizes the perfect
cup of coffee.
19. Competition from JDE
The mini case raises the question, if
Nespresso can resist competition from JDE.
Owing to its unique nature, elegance, and
premium positioning Nespresso has a loyal
user base and a cult following, which will
allow the company to ward off any
competition from JDE.
20. SUMMARY
The chapter discusses the process of
developing and establishing brand position
with focus on competitive frame of
reference, POPs, PODs and Brand Mantra.
The mini-case on Nespresso supplements
the theory with relevant examples and
cases.
21. DISCLAIMER
Created by Karthik Prasad , BITS Pilani Goa,
during a Marketing Internship by Prof. Sameer
Mathur, IIM Lucknow.