The Nespresso Story

• … introduced and patented in 1976 by an employee

of Nestle` , Eric Favre

• … creates the perfect cup of espresso with

exquisite crema, tantalising aroma and full -bodied
taste – just like skilled baristas
Nespresso

• “Coffee is at the heart of all

we do. Yet consumer
pleasure is why we do it”
 Product
• Enable anyone to create the perfect
cup of espresso coffee just like
skilled baristas

• Changed the idea of coffee

elevating into a luxury
accessible product
• Nespresso personalized the
idea of coffee
Nespresso Product
UNIQUE BRAND
POSITIONING

Perfectly shaped Excellent Quality Grand Cru Coffees

Technologically sound & easy-to-use machines

Personalized & Exclusive service

 Throughout the world, the Nespresso Boutiques invite coffee
lovers to experience the art of espresso

The Ultimate Coffee Experience

Several Grands Crus are offered to Club Members in a Limited
Edition range.
 PODS & POP
• Product Variety • Quality Coffee
1. Hot • Advertising platforms
2. Coffee blends • Product characteristics
• Product Pricing • Convenience
1. Expensive
• Availability POPs
1. Nespresso boutiques
2. Online

PODs
UNIQUE BRAND
POSITIONING

Nespresso’s Supply Chain From the cherry to the cup

Nespresso’sMulti-Channels Routes
connect consumers all over the worlD
COMERCIAL

MAGAZINES
Connecting Multi-Channels routes
 COMPETITORS OF NEPRESSO
• Coffee Bar Experts (Starbuck’s and Costa
Coffee )

• Coffee Experts (Illy and Lavazza)

Why has Nespresso’s repositioning on
the consumer market led to the success of the brand?

• Adapt to consumer needs and desires

• Smart but easy-to-use machines
• High Skilled employees
• High-quality coFee, excellent
service, strong and original
communication
• Nespresso consumers automatically
become the members of the brand club
Will the unique positioning of the Nespresso enable it to resist new
competition from Jacobs Douwe Egberts?

• Best-in-class service
• Direct-to-consumer mode
• Wide Market reach
• Luxury brand