The brand of Nespresso
For the course of “Introduction to Advertising and Public Relations” a course by our professor Mrs. Betty Tsakarestou as brand ambassadors we chose to focus our research on the brand of Nespresso, one of the largest and more successful luxury coffee brands of Nestlé which is the parent company. Nespresso is a coffee brand that has built its reputation based on the high quality of it’s products and excellent service as well as it’s ecological mentality and celebrity endorsement to display and promote the company’s products.
It all started in 1989 from Luiggi Bezzera’s espresso coffee concept that Nestle founded Nespresso with two espresso machines and four coffee varieties. The main goal of the company is to deliver high quality espresso and building long-lasting relationships with its customers as well as a sustainable business growth. Nowadays, having corporate headquarters in Lausanne, Switzerland, Nespresso is present in over 76 countries and counts over 13,500 employees worldwide with more than 700 boutiques. The coffee beans are harvested from the best coffee-growing regions in the world like Brazil, Guatemala, Colombia and are 100% sustainably sourced and can vary from a smooth, light blend to a more intricate and robust roast.
In terms of its audience Nespresso aims to satisfy its customer’s needs on various platforms and is keen on developing a personalized service with its clients. Coffee lovers can contact a coffee specialist through the e-commerce website, a Nespresso Boutique or the Customer Relationship Center and create a membership that caters to their preferences and needs. Anyone can visit one of Nespresso’s boutiques where customers can purchase Nespresso machines, accessories and capsules and live a unique experience while learning more about their favorite coffee from one of the company’s experts.
In the next article we will review and analyze the main marketing techniques that Nespresso utilizes to promote its products and also share the information from the interviews we conducted.
Stay tuned for more!
Professor: Betty Tsakarestou
“What Else?” Team: Theodora Trapezonta Έλενα Μπάκουλα Anastasia Goutou Δώρα
