kThe Ultimate Coffee Experience

Nespresso

Nespresso was

created in 1986 as a subsidiary

of the swiss group Nestle

UNIQUE BRAND POSITIONING

Success Reason

Practically designed coffee machines and capsules

Value Proposition

Capsules represent 92% of the turnover

The 3 main factors

Deciding on a brand positioning

Choosing a Competitive Frame of Reference

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

It has Identified andAnalyzed its competitor very well.

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

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

Points of differences

Brand club

Nespresso cube

Nespresso magazine

Nespresso boutique

Strong Communication

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.

High

qualit

y

coffee

Pr

emium

Price

Innovati

on

E

xcellen

t

servic

e

Points of Parity

Creating a Brand Mantra

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”.

Unique , Elegant, Luxurious Experience

Nespresso's brand mantra

Nespresso . What else?

Strong Communication

Through

Advertisements

Nespresso are recycling capsules!!

SUMMARY

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

DISCLAIMERThis presentation is created by Anirjit Mitra, Jadavpur University during a marketing internship under Prof Sameer Mathur, IIM Lucknow