Nespresso

NESPRESSO

We are going to present you the Nespresso company, the subsidiary of Nestle.

We chose Nespresso because it is a world-famous brand. It know

Présentation de l'entreprise :

Nespresso, whose head office is situated in Lausanne, in Switzerland(Swiss), is a subsidiary of the group Nestlé. Positioned on the market of the coffee in sachets, she proposes machines using specific aluminum capsules.

The CEO of the company is Jean Paul Gaillard.

The turnover realized in 2013 (two thousand thirteen) was 3 billion euros.

The company has 4,500 (four thousand five hundred) employees.

Machines begin to be marketed in 1986 (one thousand nine hundred eighty five) with the creation of a subsidiary of Nestlé.

Nespresso is then implanted in many countries such as Switzerland, France, Italy, Japan and the United States and will only continue to grow (the brand is now present in 50 different countries).

Jean-Paul Gaillard is behind the establishment of the "Nespresso Club" where customers must adhere to procure capsules. This is a customer service which allows customers to order coffee and accessories. They can also seek advice 24 hours on 24, 7 days on 7.

Nespresso has recruited Michel Gondry, and the American actor George Clooney to play in its advertising. It is he who decides the brand slogan: "What else? ". The choice of this actor demonstrates the desire of the brand to position itself in the world of luxury as the opening of shops in uptown neat large cities décor. And recently Matt damon became the new icon.

PRODUCTS

The company sells Nespresso machines and capsules.

The capsules are distributed only in Nespresso boutiques, while the machines are licensed. Nespresso has partnered with two manufacturers to make its machines, Eugster and DeLonghi, and other actors for their distribution, Turmix, Koenig, Krups, Magimix and Siemens.

Nespresso capsules are made of aluminum foil coated with an inner plastic film that prevents any contact between the aluminum and coffee. When the capsule is inserted into the machine, the upper is perforated. Then, once the machine is turned on, the water is pumped to be sent hot and under high pressure in the capsule.

Coffee varieties contained in the Nespresso capsules come from different parts of the world. There are twenty-one varieties marketed permanently for individuals and eight for the professional market. Limited editions are also offered several times a year.

Nespresso first distributes all its capsules in the professional world (bars, hotels, offices ...) but it is a failure then Jean Paul Gaillard will redirect to the domestic market, the system becomes a commercial success.

The concept (machine, capsule, service)

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