In this blog, we’ve decided to analyze two coffee brands which have a similar positioning but do not conduct the same strategy. We focus on Nespresso and Lavazza, both focused on the premium segment. Both want to give a luxurious image but each one has its own core target: First, individuals represented Nespresso main consumers and potential club members whereas Lavazza targeted mainly professionals. However, in a second part of their growth, both decided to diversify and Nespresso works now with professionals and since 2010, Lavazza proposed machines and coffee-pads for individuals.
Moreover, both brands claim to sell the real Italian coffee and give arguments in this way: Nespresso argues that its strength is the quality of the coffee and Lavazza catchphrase is “Lavazza, the Italians’ favorite coffee”.
Even if both brands cover the whole coffee market, they don’t conduct the same strategy. On one hand, Nespresso tries to give an image of exclusivity and luxury and on the other hand, Lavazza wants to give an image of premium brand but accessible to everybody.
In this blog, we are sharing our thoughts about the overall coffee market, new trends, and funny facts and figures. We are also sharing our analysis on how Nespresso and Lavazza compete each other, their main success and failure, issues they are facing and their potential future developments.
By different ways we’ll also try to understand the public perception of both brands in order to be able to draw some recommendations and conclusion about their strategies.
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