Nespresso

branding the "Ultimate Coffee Experience"

Susie Khamis

Research output: Contribution to journalArticle

122 Downloads (Pure)

Abstract

In December 2010, Nespresso, the world’s leading brand of premium-portioned coffee, opened a flagship “boutique” in Sydney’s Pitt Street Mall. This was Nespresso’s fifth boutique opening of 2010, after Brussels, Miami, Soho, and Munich. The Sydney debut coincided with the mall’s upmarket redevelopment, which explains Nespresso’s arrival in the city: strategic geographic expansion is key to the brand’s growth. Rather than panoramic ubiquity, a retail option favoured by brands like McDonalds, KFC and Starbucks, Nespresso opts for iconic, prestigious locations. This strategy has been highly successful: since 2000 Nespresso has recorded year-on-year per annum growth of 30 per cent. This has been achieved, moreover, despite a global financial downturn and an international coffee market replete with brand variety. In turn, Nespresso marks an evolution in the coffee market over the last decade.
Original languageEnglish
Pages (from-to)1-11
Number of pages11
JournalM/C journal
Volume15
Issue number2
Publication statusPublished - 2012

Bibliographical note

Copyright The Author/s. Version archived for private and non-commercial use with the permission of the author and the publisher. For further reproduction rights please contact the publisher at http://www.media-culture.org.au/

Fingerprint Dive into the research topics of 'Nespresso: branding the "Ultimate Coffee Experience"'. Together they form a unique fingerprint.

  • Cite this