Read the case carefully (attached as Nespresso.pdf) and know the details. Then please answer the following two questions:
1. What is Nespresso’s brand position?
2. How is this positioning achieved through its marketing mix (4Ps: product, price, place, and promotion)? Note: An example of how this positioning is achieved through product is attached as Nespressor Part 2.txt. You only need to do price, place, and promotion.
3. How do U.S. consumers consume coffee (i.e., where and what kind of coffee) and how does this affect Nespresso?
Supplementary materials – Nespresso’s commercials