Nespresso

Module: Branding and Positioning Minor Assessment Academic Year 2014/2015 Lecturer: Manuela Sacco Deadline date: 24th of November “Nespresso” Joanna Boneva ID #120 59 05 Table of contents: 1. Executive summery……………………3 2. Introduction……………………………3 3. Brand Analysis………………………...4 a) Brand resonance model 4. Brand Personality & Identity……….….6 5. Brand Target Segment………………….6 6. Brand Positioning………………………7 a) Competition & Analysis of points of parity and points of difference 7. Future Marketing Program…………… 8 8. Conclusion…………………………….10 9. Bibliography…………………………..11 Executive summery: This assignment aims to introduce the “Nespresso” brand and it’s positioning. A resonance analysis model will be applied.…

marketing strategy consists of satisfying consumers’ needs, creating value, and retaining customers. In this part, we will evaluate the marketing mix of Nespresso and how it applies and impacts the consumer decision-making process in five stages (Engel, Blackwell and Kollat, 1968). Stage 1: Need recognition: The need recognition is the first and most important step in the buying process. Nespresso is not only selling its coffee, selected capsules and innovative machines, but also creates a…

8.1: The Unique Business model of Nespresso 8.1.1: Nespresso began in 1986 as a more traditional business model in which the company manufactured Coffee machines and created a pod system, and then gave both products to traditional retailers to sell to offices and home users. 8.1.2: For a dozen years, this model did not prosper. In 1998, a new CEO devised changes to the business model, which revolutionised sales and put the company on a growth trajectory which created annual growth of more than…

product hiding the complexity of a huge innovation process. At the heart of the Nespresso system is the exceptional interaction between their coffee capsules and their machines. Integrating advanced technology and function, Nespresso machines manage the exact balance between water temperature, pressure, quantity and speed. They are specifically designed to enhance the aroma, cream and flavour of their Grand Cru coffees, creating the perfect cup every time. Nespresso sources an exclusive…

1. Nespresso positioned itself as a superfluity brand home-brewed coffee which makes consumers feel like they are having the perfect cup of coffee at home everyday single time because it has high quality of coffees, providing excellent service, strong communication with the customers, unmatched in store experience and practically design coffees machine used for making coffees. So,it had maintained good position in the comparative market.In addition,All the communications focused on brand’s…

plan for entry of coffee Nespresso to the HK market Introduction Nestlé Nespresso S.A. is the operating branch of nestle group which has its base in Lausanne, Switzerland and it is best known by its brand name Nespresso. There are machines known as Nespresso machines that brews espressos altogether with full size coffee obtained from coffee pods. The Nestle Company vends its system of machineries and capsules globally, in addition to Vertuo Line scheme in North America. Eric Favre, nestle staff,…

recent guest lecturer from Nespresso Denmark for the international marketing course on 1st of Oct pointed out that the price of Nespresso in South Korea is the highest among their retail shops in the world since consumers in South Korea has high demands for the products and service. (Fredrik Nilsson, Country business manager,…

These hazards can be pigeonholed in a general way as affecting property, income, liability and personnel. Risks can also be branded by economic and political exposure. Figure 1.7 Source: Doole and Lowe (2012, p.220) Market Entry Decision for Nespresso Centered on the market entry approaches and the levels of involvement in international markets and the peril and control in market entry, it has been concluded that ‘Direct Exporting’ should be applied in exporting the Nespresso coffee to Hong…

marketplace’s potential. Industry analyst Scott Van Winkle pointed to the success of Nespresso S.A., a business of Nestle Group, in Europe as an indicator of the potential for Keurig in the United States: “I could see Keurig’s market share for coffee makers grow close to 50 percent based on the precedent set by Nespresso in Europe, where they have reached the 40 percent range.” Initially introduced in Switzerland in 1986, Nespresso’s single serve espresso machine experienced a slow start until…

Most people want to maximize their personal living space as much as possible. The person who likes to enjoy an espresso on a daily basis, they might want to make sure the espresso machine stays on their kitchen counter top. While it stays on the kitchen counter top, they may not want it to take up too much space because countertops are also used for cooking and preparation of other beverages and food. Additionally, if there is someone who likes to enjoy the occasional espresso brew, it might…