Product details

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Abstract

This is a Simplified Chinese version. The case is set in 2004 and examines the decision by Nestle to introduce a new multi-beverage coffee machine positioned for the mass market. The decision is complicated by the fact that Nestle already has a successful coffee machine (called Nespresso), that is positioned at the high-end of the market and has a best-selling instant coffee brand (ie, Nescafe) positioned for the mass market. The (A) case addresses the questions: (1) given the existing crowded coffee-machine market and Nestle's own position at the top-end of this market (with its Nespresso machine), should the new machine (targeting the mass market) be introduced? and (2) if it is, what should be its positioning to allow it to differentiate itself not only relative to its existing competitors but also relative to two other Nestle brands - Nescafe and Nespresso? Should it be launched under the Nespresso or Nescafe brand name (or neither)? and how could Nestle avoid potential cannibalisation of its Nespresso and / or Nescafe sales?
Location:
Industry:
Other setting(s):
2004-2007

About

Abstract

This is a Simplified Chinese version. The case is set in 2004 and examines the decision by Nestle to introduce a new multi-beverage coffee machine positioned for the mass market. The decision is complicated by the fact that Nestle already has a successful coffee machine (called Nespresso), that is positioned at the high-end of the market and has a best-selling instant coffee brand (ie, Nescafe) positioned for the mass market. The (A) case addresses the questions: (1) given the existing crowded coffee-machine market and Nestle's own position at the top-end of this market (with its Nespresso machine), should the new machine (targeting the mass market) be introduced? and (2) if it is, what should be its positioning to allow it to differentiate itself not only relative to its existing competitors but also relative to two other Nestle brands - Nescafe and Nespresso? Should it be launched under the Nespresso or Nescafe brand name (or neither)? and how could Nestle avoid potential cannibalisation of its Nespresso and / or Nescafe sales?

Settings

Location:
Industry:
Other setting(s):
2004-2007

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