Case Study: Marketing Excellence (Nespresso)
Why has Nespresso’s repositioning on the consumer market led to the success of the brand?
Nespresso's repositioning on the consumer market led to the success of the brand because of this reasons:
Practically designed coffee machine,
High quality coffee,
strong and original communication,
Excellent service to the customers,
manufactures itw own capsules which added to their overall sales,
Distributing its products through internet/mobile or one of its kind boutiques
Very good advertising strategy and lastly associates itself with chefs and well-established restaurants.
The communication strategy of Nespresso strongly contributes to the brand.
Designing company's offerings and image to occupy a distinctive place in minds of the target market. Nespresso chose to place itself in high-end luxury market.
With this high-end and unique positioning, the company reaches profitability levels that are only recorded in the luxury industry.
Customers who buy Nespresso machines automati- cally become members the brand club.
More than 8 million people belong to this club. They get benefit from exclusive offers and limited series, are informed of innovations and creations, and receive a magazine subscription.
Nespresso cultivates sense of belonging to a privileged community that reinforces the brand's positioning.
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