Nespresso

Internationalization of a brand - the case of Nespresso

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Internationalization of a brand: The case of Nespresso

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— International Marketing — 2nd December 2009 www.oboulo.com

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First, to introduce this company one should notice that it is one of the most successful global brand that has been recently launched. Despite being physically present in only 35 countries, Nespresso is worldwide famous. Thanks to its consistent premium positioning and a long-term innovative strategy, the brand manages to reach a wide base of customers. Created in 1986, the company is wholly owned by the Nestlé group but remains an independent entity dedicated to the homebrew premium coffee market. Secondly, one could only be impressed by the successful strategy the brand put into place. Combining a specific distribution strategy with a strong and consistent positioning, Nespresso succeed in turning a daily product into a luxury good and therefore changing consumer habits. Thanks to its numerous competitive advantages that we will analyzed further on its study, the brand establish itself as the reference for premium homebrew coffee on this highly competitive market. Most of all the Nespresso case study integrated many concepts we learned during our classes in International Marketing. Our work will begin with a focus on the brand itself and the market targeted. Then the analysis of the triggers for the internationalization will be developed, following by a deep focus on the strategy. The last part will finally establish the crucial role of branding and the communication mix of Nespresso. Being iconic and successful, Nespresso is, at our eyes, a great example of a born global brand that implemented a powerful and consistent international marketing mix.

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Here are some key facts about Nespresso in 20081 : • • • • • • • • • • • 25 % annual growth since market