Brand Relevance – In the early 2000s when Nespresso

In the early 2000s, when Nespresso decided to promote the brand as a luxury lifestyle brand, Mr. Gaillard told the press that Nespresso would become “Chanel Coffee”, a brand for people living in buildings with porters and maids. Nespresso coffee capsules can be found in many hotel rooms around the world: they make the brand very familiar and offer an advantage that allows travelers to have a good breakfast in the morning without leaving the room or ordering room service. To compete with Keurig, Nespresso has produced a cheaper coffee machine, but has earned on coffee capsules through research and behavioural modelling. The Guardian” tells a very interesting story about Nespresso, a Nestlé espresso machine, with elegant and colorful aluminum capsules. According to The Guardian, Nespresso sells around 14 billion cups of coffee a year, both online and in Nespresso’s own stores. Nespresso is under pressure from the cheapest capsules of its competitors, suppliers of high quality, handmade coffee in small quantities and extremely expensive professional coffee machines for home use. Now, with the high quality coffee artisan, the owner of the Nespresso machine “more and more suggests that you are not a serious connoisseur of coffee” and that you have an unfortunate attitude towards sustainability. Nespresso has ordered more than Neat for its coffee capsules. Despite the fact that Nespresso coffee capsules are almost entirely made of aluminum, which is 100% recyclable, Nespresso coffee capsules use a small plastic piece. Nespresso is certainly a brand that can bring the atmosphere of a great coffee house. Nespresso coffee capsules were the only ones that could be used in stylish machines. Today, Vertuo Nespresso coffee capsules cost about 1.20 dollars apiece. Nespresso helped to create a category of devices from scratch, with membership and online sales, using a special and emerging exotic coffee environment. As The Guardian points out, Nespresso is called “microwave coffee food”. Away from the “Coffee Channel”. Nespresso has a strong vision: “To create a world where espresso coffee is available at home”. In this world, Nespresso has promised an elitist and globalised lifestyle where members are part of a sophisticated and exclusive global espresso community.