Nespresso Full

MKT7101 Marketing
management
Q5: Develop brand-positioning bull’s eye for Nespresso. Explain in details
Fadhli
What is brand positioning?
✗ The conceptual place you want to own in the target
consumer’s mind and the benefits you want them to think
of when they think of your brand is Brand Positioning.
✗ “Kotler and Keller define brand positioning as an act of

designing the company’s offering and image to occupy a
distinct place in the mind of the target market. This model
aids in the defining process.”
2
Nespresso Brand Positioning & Bull’s
Eye
✗ Nespresso has a unique positioning in the coffee market.
Practically designed coffee machines, high-quality coffee,
excellent service, and strong communication; these factors
have placed Nespresso with a specific position in the market.
✗ Bull's eye marketing is a metaphor for aligning a company's
products and services with consumers who are most likely to
purchase them. So, the Brand Positioning Bullseye provides
context to improve understanding of the position of the
brand in the market.
✗ Let’s look at Nespresso brand strategy with Brand Positioning
Bull’s eye.
3
Substantiators/ reason
to believe (RTB)
4
Attributes or benefits
that provide factual
or demonstrable
supports for the PoP
Substantiators and PoD
Points-of-
Parity High-
end
Pure and market
authentic Brand
Italian Mantra
Coffee
1+1
Points-of-
marketin
Difference
Selling g
method strategy
Consumers must also be
given a compelling reason
to believe and an
Substantiators can also understandable rationale for
come in the form of why the brand can deliver
patented, branded the desired benefit.
ingredients
Brand values/personality/character
Innovative
Glamorous Trustworthy
Monochrome Letter “N”
Executional properties/visual identity

Outer circle
• Brand Values/Personality/Character
• Executional Properties/Visual Identity
Brand values/personality/character
Intangible associations that help to establish the
tone for the words and actions for the brand. For
Nespresso, they are:
✗ Glamorous
✗ Innovative
✗ Trustworthy
9
glamorous
✗ George Clooney, the
embodiment of “elegance
and prestige” is
Nespresso’s first brand
ambassador
✗ Nespresso associates itself
with high-end, Michelin-
starred restaurants
✗ Nespresso boutiques,
called “brand embassies”
10
The gardens mall,
kuala lumpur
11
innovative
Nespresso
The Positive Cup Augmented
Assistant
Reality App
Sustainability
Chatbots that
strategy to recover Allowing people to
deliver special
and recycle used see what
offers, information
aluminium Nespresso’s
on recycling and
capsules Essenza Mini
machine cleaning,
would look in their
and suggest new
kitchens – image
coffees to try via
can then be shared
Facebook
Messenger
12
trustworthy
Team of Experts Nespresso Club
More than 200 Relationship with club
agronomists working members and
with farmers in the field, personalized services –
team of coffee experts, 70% of employees are on
in-house R&D team – hand available to engage
guarantees superior with members for advice
quality and performance and assistance
13
More tangible components of the brand that
affect the way customers see it. For Nespresso,
they are:
✗ The letter “N”

✗ Monochrome colour palette
14
✗ The Art-Deco style of the logo is elegant and sophisticated, yet strong
and modern - reflects the powerful and trustworthy brand.
✗ The all-caps lettering are bold and strict, and the only graphical element
that makes the logo alive is the first letter “N” - composed of two
mirrored parts with elongated curve lines.
✗ The letter “N” is a celebration of style and finesse, it reflects the rich
taste of the brand’s coffee.
✗ The color palette of Nespresso visual identity is monochrome, which is

timeless and strong.
15
Consumer Target
• Coffee drinker
• Restaurant
Consumer Insight
• Self-made coffee does Brand values/personality/character
not taste as good as Innovative

barista’s made
Glamorous Consumer
Trustworthy
Takeaway
Nespresso can give
Consumer Need State high quality coffee
• High quality coffee and excellent
without the needs to go services
Monochrome Letter “N”
to coffee shop
Competitive Product Executional properties/visual identity
Set
• Jacobs Douwe Egberts
• Local Coffee

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MKT7101 Marketing

✗ “Kotler and Keller define brand positioning as an act of

Monochrome Letter “N”

Executional properties/visual identity

✗ The letter “N”

✗ The color palette of Nespresso visual identity is monochrome, which is

not taste as good as Innovative

Competitive Product Executional properties/visual identity

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