Nespresso, founded in 1986 as a subsidiary of Nestlé, focuses on providing a unique coffee experience through its coffee machines and capsules, which account for 92% of its turnover. The company effectively analyzes its competition, identifies points of difference and parity, and articulates its brand mantra—'unique, elegant, luxurious experience.' The document also highlights Nespresso's communication strategies, including advertisements and recycling initiatives.

1. kThe Ultimate Coffee
Experience

2. Nespresso
Nespresso
was
created in
1986 as a
subsidiary
of the
swiss
group
Nestle

3. UNIQUE BRAND
POSITIONING
Success
Reason

4. Practically designed coffee machines
and capsules
Value
Proposition

5. Capsules represent 92% of the turnover

6. The 3 main factors
Deciding on a brand
positioning

7. Choosing a Competitive Frame of Reference

8. The
competitive
frame of
reference
defines which
other brands
competes
with and
which should
thus be the
focus of
competitive
analysis

9. It has
Identified
and
Analyzed
its
competit
or very
well.

10. Identifying Potential Points –Of-Difference
And Points-Of-Parity

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 differences
Brand
club
Nespresso
cube
Nespres
so
magazin
e
Nespresso
boutique
Strong
Communicat
ion

13. Points-of-parity
are the
attribute or
benefit
associations
that are not
necessarily
unique to the
brand but may
in fact be
shared with
other brands.

14. Points of Parity

15. Creating a Brand Mantra

16. McDonald’s brand
mantra
(Food, Folks and Fun)
Nike’s mantra
(authentic, athletic,
performance)
D
Disney’s brand mantra
(fun family
entertainment)
Brand Mantra is
a three to five
word articulation
of the heart and
soul of the brand
and is closely
related to the
other branding
concepts like
“brand essence”
and “core brand
promise”.

17. Unique , Elegant, Luxurious
Experience
Nespresso's brand mantra

18. Nespresso . What else?
Strong Communicat
ion
Throu
gh
Advertisem
ents

19. Nespresso are recycling capsules!!

20. SUMMARY
• Nespresso and its value propositions.
• Choosing a competitive frame of reference
• Points-of-differences
• Points-of-parity
• Brand mantra
• Advertisements
• Recycling

21. DISCLAIMER
This presentation is created by
Anirjit Mitra, Jadavpur University
during a marketing internship
under Prof Sameer Mathur,
IIM Lucknow