nespresson case study chapter 10
TRANSCRIPT
N O C O M P A N Y C A N W I N I F I T ’ S
P R O D U C T S R E S E M B L E E V E R Y O T H E R P R O D U C T
A N D O F F E R I N G
CRAFTING THE BRAND POSITIONING
By – TEJAS GATTANIIndian Institute of Technology Jodhpur
WHY HAS NESPRESSO’S REPOSITIONING ON THE CONSUMER MARKET LED TO SUCCESS OF BRAND ?
MARKETING STRATEGYSegmentation Targeting Positioning
POSITIONING
• Designing company’s offerings and image to occupy a distinctive place in minds of the target market
• E.g. Nespresso chose to place itself in high-end/luxury market• Fundamental criteria:
– Practically designed coffee machines– High quality coffee– Excellent service– Strong & Original communication
COMPETITIVE FRAME OF REFERENCE• Identifying
competitors• Analyzing
competitors Coffee markets
POINTS OF DIFFERENCEPOINTS OF PARITY
NESPRESSO CUBE
EMOTIONAL BRANDING
• Nespresso customers become member of brand club• Benefits from exclusive offers and limited series• Informed of innovations and creations• Magazine subscription• Associating with well established restaurants a
BRAND MANTRA
OTHER REASONS FOR SUCCESS• Manufactures its own capsules• Distributing its products through internet/ mobile or one of its kind
boutiques• Good advertising strategy
WILL THE UNIQUE POSITIONING OF NESPRESSO ENABLE IT TO RESIST COMPETITION FROM JACOB DOUWE EGBERTS ?
NO!
REASONS
• Jacobs producing capsules for Nespresso which is its major source of income• Jacobs has more turnover so
– More marketing budget– Less expensive products
YES!
REASONS
• Segmentation and exclusivity of customers• Widespread markets• Good customer relations
REFRENCES
• Google Images• Marketing Management by Philip Kotler, Kevin Keller
THANK YOU