Case-study-on-Nespresso-by-_Group-04...pptx

case study on Nespresso

1. Presented By: Group 04 CASE STUDY ON NESPRESS Name  ID Al Shahrier 2019-2-10-091 Abdullah Al Noman 2019-2-10-163  Azra Sadia 2019-3-10-151 Md.Mainul Hossain 2021-3-10-092 Afsar Uddin Ahmed Sahil 2023-1-10-180

2. Table Of Contents: Introduction Company profile Solution of case questions 1 & 2 Recommendation Conclusion

3. INTRODUCTION: Nespresso, founded in 1986 under Nestlé, prioritizes high-end positioning. Achieved $3 billion turnover with 300+ boutiques in 60 countries. Strategy focuses on quality coffee, service, and luxury industry principles. Initially monopolized capsule sales, now allowing competitor compatibility. Online and boutique distribution, innovative concepts like Nespresso Cube. Club membership enhances brand loyalty and exclusivity. Partnerships with celebrities like George Clooney reinforce brand image. Environmental initiatives address capsule recycling concerns. Nestlé should reinforce Nespresso's luxury positioning amid competition.

4. Company Profile: Nespresso is a subsidiary of Nestlé Group It was founded in 1986 Nespresso operates in over 80 countries worldwide. It ’s headquarters is in Lausanne, Switzerland It is in the food and beverage industry Tagline of Nespresso is "Nespresso, What Else?“ Some of their competitors: Keurig, Illy, Starbucks, Dolce Gusto, Lavazza

5. QUESTION 1: WHY HAS NESPRESSO’S REPOSITIONING ON THE CONSUMER MARKET LED TO THE SUCCESS OF THE BRAND?

6. Unique Positioning : Marketing Strategy: Key Elements of Succes P ositioned in the high-end coffee market. Focus on luxury-level profitability. Pa rtnership with McCann World. Utilization of George Clooney and the slogan "what else?" for brand image Practically designed c offee machines. High-quality coffee. Exclusive distribution channels (internet, mobile, boutiques). Manufacturing own capsules. Partnering with top restaurants and chefs. Exclusive brand club membership. Excellent service and communication. Solution of case question No.1 .

7. QUESTION 2: WILL THE UNIQUE POSITIONING OF NESPRESSO ENABLE IT TO RESIST NEW COMPETITION FROM JACOBS DOUWE EGBERTS?

8. Solution of case question No.2. High-end Market Sense of belongingness Well-known to all More Engagement with customers Wide Variety of coffee flavors

9. Recommendation: ❖ Innovate Product Line ❖ Strengthen Relationships ❖ Enhance Customer Experience ❖ Continuous Brand Reinforcement ❖ Explore Strategic Partnerships

10. ❖ Established Brand Image ❖ Loyal Customer Base ❖ Brand Equity Advantage ❖ Strategic Marketing Efforts ❖ Sustainable Leadership Conclusion:

11. References: 1 .Philip Kotler, K. L. K.(2014). Marketing Management. 15 ed. s.l.:Pearson . Crafting the Brand Positioning:MM,pp.297-318 2."Nespresso | Coffee & Espresso Machines & Accessories." http://www.nestle-nespresso.com/ (Accessed April 25, 2024)