2. …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
3. “Coffee is at the heart of all we do.
Yet consumer pleasure is why we
do it”
4. Products
• 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
5.
6. UNIQUE BRAND POSITIONING
Perfectly shaped
Excellent Quality
Grand Cru Coffees
Technologically sound
& easy-to-use machines
Personalized & Exclusive
service
7. Throughout the world, the Nespresso Boutiques invite coffee
lovers to experience the art of espresso
8. The Nespresso Club:
The Ultimate Coffee Experience
Several Grands Crus are offered to Club
Members in a Limited Edition range.
16. Why has Nespresso’s repositioning on
the consumer market led to the success of
the brand?
17. • 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
18. Will the unique positioning of
the Nespresso enable it to
resist new competition from
Jacobs Douwe Egberts?
