Nespresso: The Perfect Cup Of Coffee

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 luxury positioning and quality of coffes and machine brewed “The perfect cup of coffees, time after time, cup after cup”.Nespresso differentiated itself innovation and design of machine.Its machines could easily operate on technology which enables to prepared coffees at high pressure than the …show more content…
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