Post on 12-Apr-2017
kThe Ultimate Coffee Experience
Nespresso
Nespresso was
created in 1986 as a subsidiary
of the swiss group Nestle
UNIQUE BRAND POSITIONING
Success Reason
Practically designed coffee machines and capsules
Value Proposition
Capsules represent 92% of the turnover
The 3 main factors
Deciding on a brand positioning
Choosing a Competitive Frame of Reference
The competitive frame of reference defines which other brands competes with and which should thus be the focus of competitive analysis
It has Identified andAnalyzed its competitor very well.
Identifying Potential Points –Of-Difference And Points-Of-Parity
Points-of-difference are attributes or benefits that consumers
strongly associate with a
brand, positively evaluate, and believe they
could not find to the same extent
with a competitive
brand
Points of differences
Brand club
Nespresso cube
Nespresso magazine
Nespresso boutique
Strong Communication
Points-of-parity are the
attribute or benefit
associations that are not necessarily
unique to the brand but may
in fact be shared with
other brands.
High
qualit
y
coffee
Pr
emium
Price
Innovati
on
E
xcellen
t
servic
e
Points of Parity
Creating a Brand Mantra
McDonald’s brand mantra
(Food, Folks and Fun)
Nike’s mantra (authentic, athletic, performance)
D
Disney’s brand mantra(fun family
entertainment)
Brand Mantra is a three to five
word articulation of the heart and soul of the brand
and is closely related to the other branding concepts like
“brand essence” and “core brand
promise”.
Unique , Elegant, Luxurious Experience
Nespresso's brand mantra
Nespresso . What else?
Strong Communication
Through
Advertisements
Nespresso are recycling capsules!!
SUMMARY
• Nespresso and its value propositions.• Choosing a competitive frame of reference• Points-of-differences• Points-of-parity• Brand mantra• Advertisements• Recycling
DISCLAIMERThis presentation is created by Anirjit Mitra, Jadavpur University during a marketing internship under Prof Sameer Mathur, IIM Lucknow