Nespresso is the brand name of NESTLE Nespresso SA, an operating unit of the Nestle Group. The Nespresso story began with a simple, but revolutionary idea: enable anyone to create a perfect cup of espresso coffee at home. "The Louis Vuitton of Coffee? is positioned as a luxury brand. Nestlé has made the choice of banking in a small and profitable segment. The global leader position in premium portioned coffee of Nespresso in this niche market shows that the gamble paid off. The espresso market is one of the fastest growing segments. Nespresso segment was clever: Nespresso's machines and capsules are easy to use, stylish, and easy to maintain, and design.
[...] The Nespresso Club now boasts 2,2 million members (buyers become members when they buy a machine). The luxury brand insists on direct marketing strategies. The pre packaged capsules can be bought only by mail order or online. Nespresso has worked hard on its brand image and quality. It offers 4 ranges of machines designed with famous manufacturers as Krups, Miele, Siemens . They produce Green gourmet Coffee: Nespresso campaign insists on the support of farmers who meets AAA criteria. The Luxury brand guarantees the choice of sustainability. [...]
[...] Strategy and marketing mix at Nespresso 2.1 Target and Positioning Nespresso is a brand name of NESTLE Nespresso SA, an operating unit of the Nestle Group. The Nespresso story began with a simple, but revolutionary idea: enable anyone to create a perfect cup of espresso coffee at home. The Louis Vuitton of Coffee is positioned as a luxury brand. Nestlé has made the choice of banking in a small and profitable segment. The global leader position in premium portioned coffee of Nespresso in this niche market shows that the gamble paid off. [...]
[...] Nespresso has also produced “accessories” sold in Nespresso stores or online. There are cups, boxes, pots, biscuits . Nespresso has also developed a range called “Nespresso which is reserved to professionals; there are coffee machines machines) and 7 types of capsules, which are different from the others capsules for private individuals. Price: The pricing policy of Nespresso is distinguished because it's a premium product. The coffee machines are expensive from 179 to 1749 Euros. The capsules cost around 0.33 cents unit which is not too expensive when normally you need to buy coffee and filter, but Nespresso realizes its biggest profit margin on capsules. [...]
[...] Brand Price Nespresso 149-649 Senseo 59,90-71,90€ Tassimo 115-129€ Machines: Brand Price Nespresso Capsules Tassimo Cap Senseo Cap 2.2 Marketing Mix Product: The product Nespresso is a premium product. Coffee machines are quality (19 bar). There are several machines without any particular option, but with a different design every time is a success, everyone can find his Nespresso machine. They are practical, modern and offer the possibility to have a good Nespresso at home. The capsules are quality coffee is called a "grand cru". [...]
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