Nespresso: Internationalisation of the Unique Coffee Concept

Nespresso: internationalisation of the unique coffee concept

Nestlé Nespresso SA, a subdivision of Nestlé Group (Switzerland), is an exclusive and premium coffee brand that provides copyright protected single-serving “capsules” containing ground coffee. It was inspired by espresso inventor Luiggi Bezzera’s original concept which used a straightforward principle: to offer the quality of espresso made in the best Italian coffee bars directly in homes and work places. Market research indicated that consumers would welcome an easy and ‘no-hassle’ way to start their day with a cup of coffee of a restaurant quality. Many consumers reported that they would invest in a coffee machine similar to those in the restaurants but were put off by the complicated process of filling the machine with ground coffee, cleaning it out and so on. The unique solution from Nespresso was Nespresso Trilogy for households: pre-measured ground coffee in capsules that are easy to use and do not require any cleaning; sophisticated and compact coffee machines and stylish tableware and accessories to create a unique coffee experience. Nestle revolutionised the home-made espresso coffee market by engaging in a number of strategic multi-national alliances. The company established partnerships with carefully selected, renowned household appliance manufacturers such as Siemens, De’Longhi, Miele, Krups to build top-quality machines and stylish accessories promoting their brand and coffee, which exclusively run with Nespresso branded capsules (today, the company has six household machine partners, offering 30 different Nespresso machine models). Nestle also contracted producers of tableware Alessi to design exclusive branded espresso tableware with Nespresso brand.

The Nespresso Brand

The vision of Nespresso is to be the preferred and most respected icon for perfect coffee worldwide. Nespresso brand can be characterised as a passion for high-quality coffee, sophistication and modern style. Nespresso’s mission statement emphasises the company’s commitment to high quality in every aspect of their operations, from sourcing the highest quality green coffee, prompt deliveries and excellent pre and post-purchase customer service to establishing partnerships with the best manufacturers to design hi-tech machines and sophisticated accessories. Nespresso stresses that the company sources the coffee sustainably and responsibly