…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

“Coffee is at the heart of all we do. Yet consumer pleasure is why we do it”

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

Nespresso’s Products

UNIQUE BRAND POSITIONING

Perfectly shapedExcellent Quality

Grand Cru Coffees

Technologically sound& easy-to-use

machines

Personalized & Exclusive service

Throughout the world, the Nespresso Boutiques invite coffee lovers to experience the art of espresso

The Nespresso Club:The Ultimate Coffee Experience

Several Grands Crus are offered to Club Members in a Limited Edition range.

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

Nespresso’s Supply ChainFrom the cherry to the cup

Nespresso’s Multi-Channels Routes connect consumers all over the worldMagazines

Commercials

Nespresso Sponsors events to create an awareness among its consumers

Connecting Multi-Channels routes

offline to online

Competitors of Nespresso:

•Coffee Experts(Illy and Lavazza)

•Coffee Bar Experts(Starbuck’s and Costa Coffee)

Why has Nespresso’s repositioning on the consumer market led to the success of the brand?

• 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

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

Yes!!best-in-class servicedirect-to-consumer modewide Market reachluxury brand

No!!Jacob’s capsules can fit in Nespresso’s machineHigh Investment in advertisements

SUMMARY

History of Nestle` Nespresso

Products of Nespresso

Unique Brand Positioning

Reasons behind Success

Possible future threats

DISCLAIMERCreated by Neha Byadwal , IIT Kanpur, during a Marketing Internship with Prof. Sameer Mathur , IIM Lucknow