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Nespresso Marketing Analysis

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Page 1: Nespresso  Marketing Analysis
Page 2: Nespresso  Marketing Analysis

‘THE PERFECT CUP OF COFFEE, TIME AFTER TIME, CUP AFTER CUP’

Page 3: Nespresso  Marketing Analysis
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TURNOVER$ 3 BILLION !!

4%MACHINES

Page 5: Nespresso  Marketing Analysis

HOW?

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BRAND POSITIONING

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VALUE PROPOSITION

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SMART MACHINE

CAPSULES

AffordableDesignAppropriate SizeTechnology

Best QualityVariety of flavors

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Experience

Perfect CoffeeLuxury ImageLifestyle

Page 10: Nespresso  Marketing Analysis
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High Quality CoffeeExcellent Service

Innovative & Unique Coffee MachinesBrand ClubsStrong & Unique

Communication &Distribution Channels

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HIGH QUALITY COFFEE & EXCELLENT SERVICE

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SELECTED DISTRIBUTION CHANNELS

ONE-OF-A-KIND BOUTIQUES

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GEORGE CLOONEY

HIGH-PROFILE CELEBRITY ENDORSEMENTS

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NESPRESSO CUBES AT AIRPORTS

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COMPETITORS?

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MADE CAPSULES COMPATIBLE WITH NESPRESSO MACHINES THUS STEALING THEIR MARKET SHARE

ACCUSED NESPRESSO THAT ITS ALUMINIUM CAPSULES ARE AN ENVIRONMMENTAL MENACE

COMPETITORS HAVE MULTIPLE AND EASILY ACCESSIBLE DISTRIBUTION CHANNELS

Page 18: Nespresso  Marketing Analysis

WHY HAS NESPRESSO’S REPOSITIONING ON THE CONSUMER MARKET LED TO SUCCESS OF THE

BRAND?

oPractically designed coffee machinesoHigh Quality CoffeeoHad monopoly in the market before a

competitor made capsules at lower pricesoTarget MarketingoAdaptation to customer’s needs and desiresoHigh-profile celebrity endorsements

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Will unique positioning of Nespresso enable it to resist new competition from Jacobs Douwe Egberts?

EXCLUSIVE BRANDWIDESPREAD MARKETING

BETTER MARKETING STRATEGYSTRONG COMMUNICATIONS

PRODUCES CAPSULES COMPATIBLE WITH NESPRESSO MACHINES

LOWER SELLING PRICEMORE BUDGET

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About NespressoReasons behind Huge SuccessBrand PositioningValue PropositionPOPs and PODsCompetitorsQuestions

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DISCLAIMERCreated by Parul Kaushal, NSIT Delhi during a marketing internship by Prof. Sameer Mathur, IIM Lucknow.