NESPRESSO CASE STUDY

Company overview:• Autonomous part of Nestle Group

• Founded in 1986• Nespresso club introduced in 1989• George Clooney as brand

ambassador in 2006

Why do you drink coffee?• According to Harvard medical school , it

contains ingredients that lower blood sugar.

• Contains minerals , vitamins , antioxidants.

Nespresso sells different coffee machines and capsules

The bottom of used Nespresso capsule from which brewed coffee flows

Success reasons:

Brand positioningMore points of difference Value positioningSuccessful brand mantra

Competitors:

Recycling

• Initially,capsule produces 1g of aluminium waste.

• More countries now have recycling facilities• Ecolaboration programme(AAA sustainability)• The Positive cup programme

Since 2009 the AAA program has been rolled into 8 countries and supports 60,000 farms

Promotion

• Print and Tv advertisement campaigns• Nespresso magazine • Social media (facebook , twitter , instagarm &

youtube)• Sponsorships

Thank you