Nespresso Essay

2809 Words 12 Pages
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.
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So far it has became a leader in portion-coffee, a small but fast growing category in the world coffee market. The product consists of high quality coffee packed in aluminum capsules for exclusive use in specially designed machines. Developed at Nestle, the Nespresso System, as the capsule – machine combination was called, offered the consumer a refined quality and individualized cup of espresso coffee with speed and convenience at the push of a button. In the stagnating global market for coffee, Nespresso had created a new growth segment. (Innovation and Renovation, The Nespresso history, 2000)
The Nespresso system consists of two vital parts. First - the customized coffee machines and second the special edition capsules. Different colors represent the intensity level of the 5 grams roast coffee that they contain inside. Not only they posses an extremely appealing look but they are also clean and easy to
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In order to be successful managers need to shape customers’ vision of their product in all senses possible. They should have a positive and satisfactory opinion in order to remain loyal and to recommend the products to other individuals. The so-called “Brand Resonance Model” helps build brand by fulfilling four sequential steps. It is structured in a form of pyramid, starting with “silence” in the bottom, which refers to the question “Who are you?”. Thus you need to have clear idea of who exactly are your customers and have them well informed of your brand identity so that they can easily recognize it. What is more - the brand name or image should associate with certain benefits and advantages in their subconscious. In the case of Nespresso it leaves in ones mind the feeling for a unique experience; it is not just a regular cup of coffee – that is luxury product with a rather high price. Therefore people are associating it with premium lifestyles and perceptions

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