Nespresso: branding the "Ultimate Coffee Experience"

Susie Khamis

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    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/

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