More about the brand of Nespresso
Marketing techniques & Interviews
In this article for the course of “Introduction to Advertising and Public Relations” by Mrs.Betty Tsakarestou we will dive more into the brand of Nespresso and learn about the role of George Clooney in the marketing of the brand as well as share with you the outcome of the interviews we conducted.
Nespresso’s key marketing technique: celebrity endorsement. Nespresso features in its television commercials and advertisements celebrity actor George Clooney who represents the persona of the brand. In addition, Nespresso utilizes the celebrity’s status and image that allows the company to achieve larger sales and profits. The prosperity of this brand is obtained through name recognition and the products become more familiar and appealing when endorsed by a public figure. Advertisers are exploiting the urge of people to be like their favorite celebrities and by buying a product that is used by them creates a type of connection with them.
We interviewed a Nespresso’s employee and a dedicated consumer. Let’s find out what they think
Firstly, the Nespresso’s employee highlighted the fact that Nespresso is a premium brand that offers a variety of coffee flavors addressed to everyone. Its products are sold in Nespresso’s boutiques and on the official website. He also informed us that the company offers free shipping over a specific amount and carries an excellent personalized service. The brand utilizes latest technology and social media to advertise their products. Moreover, the employee underlined the importance of George Clooney in Nespresso’s commercials and the high value of the coffee which justifies the selling price.
According to the Nespresso consumer the high quality of the coffee given at a reasonable price and the treatment towards the clients was the fact that differentiated this brand from others. The customer added that the coffee made using a Nespresso machine was similar to a barista’s at a coffee shop. He also mentioned that the special offers and editions make the brand even more alluring especially nowadays when there are a lot of alternatives.
To sum up, our team really wanted to explore this brand and share our research with you not only because ourselves are coffee lovers and use the company’s products but because we believe that Nespresso has earned fairly its place as one of the best coffee brands because of its goals and values.
Make sure to check out the work from the others member of our team “What else?” linked below!
Professor: Betty Tsakarestou
“What Else?” Team: Theodora Trapezonta Έλενα Μπάκουλα Anastasia Goutou Δώρα
