Nespresso Marketing Strategy

To sum up, Coffee drinkers perceived people who drink at coffee shops are those middle-class who strives for quality lifestyle. Most of them do not perceived that those drinking at coffee shops are well-educated or professionals. Therefore, striving for quality lifestyle is the motivation for coffee lovers to drink coffee at coffee shop.

People who make coffee by Nespresso machine are perceived by coffee drinkers as middle class who strives for quality lifestyle too, which implicated that the cognitive learning applied by Nespresso is effective to influence the attitude of coffee drinkers. Cognition is brought out by the demonstration from the spokesperson, George Clooney. From the TVC, audience recognizes the features and benefits of the

With its good brand image created from such a short period of time, the hedonic model applied by Nespresso is said to be successful. Nespresso has created likeness and pleasure to its target customers. Most of the target customers think that Nespresso has a good brand image. Moreover, its positioning is effective as it missions to be the perfect expresso at home, which targets to the desire of coffee drinkers (coffee with perfect taste), not just a coffee to awake its target audience in the morning. Its simplicity in operation (suck in the capsule then press the button) and delicious coffee taste satisfy coffee drinkers’ desire of convenience with good flavor, which also contribute to the success of the positive attitude toward Nespresso.

Nespresso creates value to its coffee machine. It is not only selling coffee machines, but selling a piece of art to its target customers. Different collections (signature of Nespresso) with different styles are target to entertain different customers’ taste of art. The stylish design is quite accepted by its target customers. It is not only functional, but also a value of luxury. Nespresso sets price as medium as it would like to position itself as an affordable luxury

Mo Chan is the male actor who loves coffee and has knowledge of this aspect, while Sammi is a very famous singer and actress who is perceived as the icon in fashion and trend. Both of them are representable to the image of Nespresso.

To improve it societal marketing as well as promoting its sustainable Quality Program, a similar event, the “Nespresso’s Project Upcycle”, referenced from its event held in USA in 2013, can be organized in Hong Kong by inviting famous artists to create original artwork made entirely from its capsules and display in Hong Kong. The event not only shows the idea of reusing the sustainable materials of its capsules, but also the creation of art represents its stylish and quality lifestyle.

Finally, riding on its good brand equity, Nespresso could consider extend its product line to target high-income younger group (such as digital marketing experts, designers, IT experts, etc). It may also consider to offer accessories with localized design such as “Limited Edition for Year of Monkey” to entertain the interest of Hong Kong