famous slogan "what else?" have been synonymous with the brand. Cloon embodies the values and the image of the brand in terms of elegance and prestige. In the U.S., Penelope Cruz is the brand ambassador. In Asian cou the communication focuses on the fact that Nespresso symbolizes the pe cup of coffee at home or at high-end restaurants. The brand's unique and positioning has allowed it so far to keep the competition-Tassimo (Mond Senseo (Sara Lee), and in particular the Nespresso compatible capsules ( more than 50 brands offer capsules that fit in the Nespresso machines)- Some competitors tried to use an ecological argument to discredit the bra saying that Nespresso capsules were very polluting. This led the company develop its own circuit of recovery of used capsules. Recently, Nespresso been facing some serious competition and is at risk of losing market shar Jacobs Douwe Egberts, formed from the strategic merge of the Dutch Do Egberts and the American Mondelez. Jacobs Douwe Egberts is the curren number one coffee company in the world with a turnover of over $4 billion order to reinforce its position in the coffee market and reclaim its spot as market leader, the Nestlé Group should aim to strengthen the high-end positioning of Nespresso. Required:- 1) Summarize the case. 2) Answer the following questions: A. What are the main positioning bases used by Nespresso to reir its brand positioning in the market? B. Why has Nespresso's first repositioning on the consumer mark to the success of the brand? C. Will the unique brand positioning of Nespresso enable it to resi competition from Jacobs Douwe Egberts? how? 3) What recommendation do you give to Nespresso marketing mana strengthen the high-end brand positioning of Nespresso and stay market leader. famous slogan "what else?" have been synonymous with the brand. Cloon embodies the values and the image of the brand in terms of elegance and prestige. In the U.S., Penelope Cruz is the brand ambassador. In Asian cou the communication focuses on the fact that Nespresso symbolizes the pe cup of coffee at home or at high-end restaurants. The brand's unique and positioning has allowed it so far to keep the competition-Tassimo (Mond Senseo (Sara Lee), and in particular the Nespresso compatible capsules ( more than 50 brands offer capsules that fit in the Nespresso machines)- Some competitors tried to use an ecological argument to discredit the bra saying that Nespresso capsules were very polluting. This led the company develop its own circuit of recovery of used capsules. Recently, Nespresso been facing some serious competition and is at risk of losing market shar Jacobs Douwe Egberts, formed from the strategic merge of the Dutch Do Egberts and the American Mondelez. Jacobs Douwe Egberts is the curren number one coffee company in the world with a turnover of over $4 billion order to reinforce its position in the coffee market and reclaim its spot as market leader, the Nestlé Group should aim to strengthen the high-end positioning of Nespresso. Required:- 1) Summarize the case. 2) Answer the following questions: A. What are the main positioning bases used by Nespresso to reir its brand positioning in the market? B. Why has Nespresso's first repositioning on the consumer mark to the success of the brand? C. Will the unique brand positioning of Nespresso enable it to resi competition from Jacobs Douwe Egberts? how? 3) What recommendation do you give to Nespresso marketing mana strengthen the high-end brand positioning of Nespresso and stay market leader.
