nespresso case study
TRANSCRIPT
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…introduced and patented in 1976 by an employee of Nestle` , Eric Favre
… creates the perfect cup of espresso with exquisite crema, tantalising aroma and full -bodied taste – just like skilled baristas
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“Coffee is at the heart of all we do. Yet consumer pleasure is why we do it”
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Products
• Enable anyone to create the perfect cup of espresso coffee just like skilled baristas
• Changed the idea of coffee elevating into a luxury accessible product
• Nespresso personalized the idea of coffee
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Nespresso’s Products
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UNIQUE BRAND POSITIONING
Perfectly shapedExcellent Quality
Grand Cru Coffees
Technologically sound& easy-to-use
machines
Personalized & Exclusive service
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Throughout the world, the Nespresso Boutiques invite coffee lovers to experience the art of espresso
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The Nespresso Club:The Ultimate Coffee Experience
Several Grands Crus are offered to Club Members in a Limited Edition range.
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Points of differences (PODs) Points of Parity(POPs)
Product Variety- Hot- Coffee blends
Product Pricing- Expensive
Availability- Nespresso boutiques- Online
- Quality Coffee
- Advertising platforms
- Product characteristics
- Convenience
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Nespresso’s Supply ChainFrom the cherry to the cup
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Nespresso’s Multi-Channels Routes connect consumers all over the worldMagazines
Commercials
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Nespresso Sponsors events to create an awareness among its consumers
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Connecting Multi-Channels routes
offline to online
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Competitors of Nespresso:
•Coffee Experts(Illy and Lavazza)
•Coffee Bar Experts(Starbuck’s and Costa Coffee)
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Why has Nespresso’s repositioning on the consumer market led to the success of the brand?
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• adapt to consumer needs and desires
• smart but easy-to-use machines
• high Skilled employees
• high-quality coFee, excellent service, strong and original communication
• Nespresso consumers automatically become the members of the brand club
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Will the unique positioning of the Nespresso enable it to resist new competition from Jacobs Douwe Egberts?
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Yes!!best-in-class servicedirect-to-consumer modewide Market reachluxury brand
No!!Jacob’s capsules can fit in Nespresso’s machineHigh Investment in advertisements
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SUMMARY
History of Nestle` Nespresso
Products of Nespresso
Unique Brand Positioning
Reasons behind Success
Possible future threats
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DISCLAIMERCreated by Neha Byadwal , IIT Kanpur, during a Marketing Internship with Prof. Sameer Mathur , IIM Lucknow