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Slide 1
The Apple ofCoffee world
1
Introductionwas created in 1986 by
has more than 300 boutiques in 60 countries
turnover totals to $4 billion
How was Successful??
It positioned itself in high-end market
Strategy
Competitive frame of referenceIt targeted high end marketIt didnt had tough competitors Its products are unique and distinctfrom competitors
Points of difference Unique positioning Practically designed coffee machines Unique way of distributing products
Nespresso machines are very innovative and provide instant high quality coffee Customer who bought a machinehad to purchase Nespresso capsules Capsules represented 92% of the brands turnover
While competitors sell in retail stores itdistributes only through internet, mobiledevices and boutiques
It developed Nespresso cubes in airports
Points of parity
High quality coffee
Excellent service
Strong and original communication
Provides excellent service8 million people belong to the club
Provides exclusive offers to club members
Brand mantra Unique, elegance and prestigeIt developed ads with celebrities spreading the slogan what else?
Innovative and attractive ads
Brand positioning Bulls Eye
RecentlyNespresso is facing a serious competition
Why has Nespressos repositioning on the consumermarket led to the success of the brand? Celebrity endorsements Coffee machines Excellent service
Will the unique positioning of Nespresso enable it to resist new competition from Jacobs Douwe Egberts?YesNoExclusive brandGlobal marketingJacobs is expandingJacobs capsules
Presented by Abhinav, NIT Jalandharduring an internship under Prof. Sameer Mathur, IIML