Aroma rood en select – vertrouwen, loyaliteit en gewoonte. 

L’Or Espresso – meer voor mannen & behoefte aan koffie met een sterke smaak

Senseo basisvarianten – weinig tijd en behoefte aan een shot

Senseo city sensations – trendgevoelig, early innovators, modern en stijlgevoelig.

Senseo selections – kwaliteit, fijnproevers

Positionering 
Douwe Egberts wil geassocieerd met een huiselijk sfeer. In de reclames van Douwe Egberts wordt ook vaak gebruik gemaakt van een woonkamersfeer en een koekje bij de koffie. 

Vanaf het begin, met één vestiging bijna veertig jaar geleden, hebben we overal waar we zijn geweest en bij alles wat we aanraken geprobeerd het wat beter te maken dan we het aantroffen.

Brand positioning, which deceptively looks simple, is one tool that marketers can use to see where their respective brand fits. There are eight elements of a brand’s positioning; these are: competitive environment, target, insight, benefits, reasons to believe, values and personality, discriminator, and essence. Earlier in this blog, I have attempted to figure out various product insights. Today, I will be attempting to dissect Nespresso, a high-end European espresso maker, to figure out what their brand positioning may be.

My analysis is seen above, in the lovely pink and red chart. Breakdown:
1.) Competitive environment: I chose coffee makers and espresso makers, despite the fact that Nespresso can do either. However, I believe that the two major competitors are Keurig and Tassimo. Keurig in particular has a large segment of the single cup coffee makers in the United States.
2.) Target: Nespresso is definitely aimed at coffee lovers who want that luxurious instant espresso maker in their homes. Nespresso machines are quite expensive- some are upwards of $800- so Nespresso is definitely targeting people who are serious about their coffee!
3.) Insight: After reviewing the Nespresso website and reading articles, I found that Nespresso’s tagline is: “Nespresso, What Else?”. Therefore, I thought that the insight was that customers want to be able to indulge in delicious espresso anytime.
4.) Benefits: Nespresso is definitely convenient- you can have an indulgent espresso drink in your own home!
5.) Reasons to Believe: George Clooney and Penelope Cruz are just two of the big celebrity names that endorse the Nespresso product. There is also a loyal fan base for Nespresso in Europe.
6.) Value & Personality: To me, Nespresso seems like an exclusive European who enjoys the luxurious and the indulgent. Really, I feel like Penelope Cruz is an excellent personality for the brand- she is sensual, indulgent, and exotic…exactly what I think of when I picture “Nespresso” as a human being!
7.) Discriminator: What sets this product apart is that you can enjoy a delicious cup of high-end espresso in your own home.
8.) Essence: I would say that Nespresso’s essence (along with “Nespresso: What Else?”) is “indulgent espresso on the go”.

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Bron:  https://www.douwe-egberts.com

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