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Nespresso case study: lifestyle branding in coffee

Published Date: October 2007
Published By: Datamonitor
Page Count: 8
Order Code: R313-26190
 
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DATAMONITOR VIEW
CATALYST SUMMARY ANALYSIS IntroductionBoutiques offer luxury and exclusive retail outlets for Nespresso productsLimited product sale locations retain sense of exclusivityThe company intends to grow boutique numbers to attract new customLimited boutique locations means that online sales are popularCompany sells fewer coffee varieties than its competitors, retaining premium positioningProduction methods stress high quality - and ethical - processesAAA program has a three tiered plan: safeguard quality; reward farmers; bring customer closer to coffee originsRainforest Alliance partnership aims to promote sustainability and social responsibility at Nespresso farmsProduction center places emphasis on quality controlMarketing is designed to make customers feel specialCompany calls customers Club Members and coffee line Grands CrusCustomers have their own lifestyle magazine in Europe and the USAdvertising campaigns are intended to express the product's sophistication, style and charm
APPENDIX
Case study seriesMethodologySecondary sourcesFurther readingAsk the analyst
List of Tables
Table 1: Coffee experts at Nespresso's production plant
List of Figures
Figure 1: Inside the Nespresso Boutique in Knightsbridge, LondonFigure 2: Nestle's Nespresso coffee machineFigure 3: Nespresso Magazine

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