What Else ?

HistoryCreated in 1986

Subsidiary of Swiss group Nestle

Initially a supplier to coffee machine market

Later repositioned to the high end consumer market

Brand PositioningPractical design

High quality coffee

Excellent service

Strong communication

Nespress0 CapsulesNespresso sells its own capsules which make up 92% f the revenues

UNIQUE PROPOSITIONS

Nespresso Boutiques

Nespresso Club8 million members

A sense of belonging created to a privileged community that reinforces its rband positioning

Nespresso Cube

Marketing Strategy

Coffee Tasting Events

George Clooney in Europe

Penelope Cruz in USA

Problems faced by NespressoMerger of JDE and Mondelez

Loss of Market Share

How should Nespresso reposition itself to face the competition from Jacobs Dougwe Egberts ???

Sell their products in regular retail stores like wall mart, wall greens etc.

Set up their own cafés and hence enter an entirely new market different from its competitors.

We discussed about the following in our presentation :

The brand positioning of Nespresso The products of Nespresso

Marketing Strategies How to tackle loss of market share

Prepared by Aayush Gulati, NSIT, during marketing internship under Prof. Sameer Mathur