It has maintained the premium price reflective of premium positioning of the customers than the competitors.Nespresso set the lower price( $0.65) and high price ($0.70) per capsules whereas the Senseo had lower price are $0.33 and higher price ($0.39) per capsule moreover,Verismo had the highest price such as low price($0.95) and high price ($ 1.08).But Keurig and Tassino has little different in low and high price per capsule.( Exhibit.5) As per the comparison of machine price, Nespresso set their price per machine was the lowest ($179) and highest ($699) while other competitor machine per price was lowest about (50% -90%) which is shown in exhibit 6. Finally, they achieve the positioning due to more emphasized environmental protection, sustainable farming, fair trade, made special disposable container, purchase online,automatically become member without any charges, access special offers, at flagship boutique, high quality of coffee and excellents service. Therefore, Nespresso use a sustainable high-quality brand using value based pricing
It has maintained the premium price reflective of premium positioning of the customers than the competitors.Nespresso set the lower price( $0.65) and high price ($0.70) per capsules whereas the Senseo had lower price are $0.33 and higher price ($0.39) per capsule moreover,Verismo had the highest price such as low price($0.95) and high price ($ 1.08).But Keurig and Tassino has little different in low and high price per capsule.( Exhibit.5) As per the comparison of machine price, Nespresso set their price per machine was the lowest ($179) and highest ($699) while other competitor machine per price was lowest about (50% -90%) which is shown in exhibit 6. Finally, they achieve the positioning due to more emphasized environmental protection, sustainable farming, fair trade, made special disposable container, purchase online,automatically become member without any charges, access special offers, at flagship boutique, high quality of coffee and excellents service. Therefore, Nespresso use a sustainable high-quality brand using value based pricing