5. Choosing A Competitive Frame Of Reference
Identifying Competitors
Analyzing Competitors
6.
7.
8. POINTS OF DIFFERENCE
Desirable To Consumer
Deliverable by the Company
Differentiating from Competitors
POINTS OF PARITY
Category Points Of Parity
Correlational Points Of Parity
Competitive Points of Parity
14. Practically Designed Coffee Machines
High Quality Coffee
Excellent Service
Strong and Original Communication
Nespresso Capsules
15. Emotional Branding
o Nespresso Customers become members of brand club
o Benefits from exclusive offers and limited series
o Informed of Innovations and Creations
o Magazine Subscription
o Associating with well established restaurants
17. Will the Unique positioning of Nespresso enable it to resist new competition
from Jacobs Douwe Egberts ?
18. Jacobs produces Capsules for Nespresso
which is its major source of income
Jacobs has more turnover
More marketing Budget
Less Expensive Products