From boutiques to memberships, Nespresso’s strategy has ensured that consumers associate the brand with one-of-a-kind luxury products. In this article, we see the elements that made it distinctive. BY MARTA VANNELLI CASE STUDIES , MARKETING luxury Nespresso coffee strategy Table of Contents The brand: the history of Nespresso “Boutique” stores and the customer experience The quality of the coffee Product Design and attention to detail Membership as a factor of exclusivity Conclusions Don’t feel like reading.
Single-brand shops
Try listening to the article in audio mode Venezuela Phone Number List Voiced by Amazon Polly When we think of a “luxury” experience, brands linked to clothing, jeweler or accessories immediately come to mind. What if we told you that coffee can also carry out a positioning strategy in this sense? We see it together in this article with the Nespresso brand! coffee as a luxury experience: the Nespresso case The brand: the history of Nespresso It was 1975 when the young Eric Favre , employed at Nestlé in Switzerland, discovered the Italian Espresso after visiting Rome. In particular, he was impressed by the long queues that formed outside the bar in Piazza Sant ‘Eustachio.
Attention to experience
In 1986 he decided to found Nespresso .The Lebanon Phone Number List goal has always been to research, rework and reinvent how people around the world prepare and enjoy their coffee. In fact, the idea of portioned coffee was born from this brand with the sole objective of allowing you to enjoy a high quality Espresso in the comfort of your own home. A simple and at the same time revolutionary idea. But compared to its competitors, Nespresso coffee has always stood out for a business model focused on direct sales, and a shared image of value and luxury aimed at a target of wealthy people. “Boutique” stores and the customer experience Nespresso marketing strategy Nespresso stores – since its inception – design as boutiques: true temples of coffee – in the name of quality and luxury.
