Nespresso, developed by a Nestlé subsidiary in 1986, has transformed coffee enjoyment through its innovative portioned coffee systems and machines, targeting high-end markets. The brand emphasizes consumer pleasure and sustainability through its exclusive capsules and marketing, including partnerships with celebrities and events like the Cannes Film Festival. Nespresso's unique positioning fosters a sense of community among consumers and maintains its competitive edge despite potential challenges from rivals like Jacobs Douwe Egberts.

1. Life is
too short
for bad
coffee

3. • In 1986, a subsidiary of
Nestlé Group, develops a
revolutionary system of
portioned, encapsulated
coffee and dedicated
machines.
• Nespresso has redefined
the way people enjoy
coffee and has shaped the
global coffee culture.
“Coffee is at the heart of all
we do. Yet consumer pleasure
is why we do it “

4. • Success due to
repositioning to target
high – end markets.
• Consumers feel a
sense of belonging to
privileged community.

5. Creating highest
quality coffee
Unsurpassed
coffee
quality with
R&D
expertise
Creating long
lasting consumer
relationships
Passionate
global brand
community
with direct
consumer
relationships
Creating
Sustainable
business success
Unique
holistic
approach to
sustainable
quality
development
Strategy

7. POD
• Variety (23 Grand Cru
Coffee)
• Pricing
• Stylish Design
POP
• Quality Coffee
• Convenience

8. Product
Characteristics
Based on practicality, stylish
design, and excellent quality and
service.
Enabled making coffee like skilled
baristas.
Exclusive Nespresso capsules for
machines

10. Nespresso sponsors and
hosts events to build its brand
name and image
E.g. Cannes Film Festival, Le
Bocuse d’Or

11. Nespresso aspires to give its consumers
“ The Ultimate Coffee Experience”.
It maintains its classy and elegant brand
image by having George Clooney and
Penelope Cruz as brand ambassadors.

13. The craft and science of coffee

14. Ecolaboration – The Positive Cup
Waste products obtained from
the capsule include
Aluminium
The positive cup vision
represents Nespresso’s
commitment to sustainability
Additionally implemented
AAA Sustainable Quality
Program

15. Competitors

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

17. • Good brand positioning and brand image
• High profile celebrity endorsements and
being associated with top restaurants and
Chefs.
• Adapt considering consumers needs and
desires.
• Consumers feel a sense of belonging to
privileged community

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

19. Jacobs Douwe Egberts will manufacture
capsules that fit in Nespresso machines
High Investment in advertisements
Best in class service
Brand positioning & image
Wide reach to consumers

20. Product
Strategy
POD & POP
Sustainable
programs
Sponsorships &
Endorsements
Competitors
S
U
M
M
A
R
Y

21. Created by Abhishek
Srinivas, COEP during
Marketing Internship
under Prof. Sameer Mathur,
IIM Lucknow