Nespresso Corporate

THE CORPORATE

Nespresso or Nestlé Nespresso SA, whose headquarters is located in Lausanne, in Switzerland, was founded in 1896. It is a subdivision of Nestlé Group. Nespresso sells premium coffee in individual capsules and coffee machines that come with. The concept of the brand is to offer the quality of espresso made in the best Italian coffee bars directly in homes and work places. But Nespresso is more than a very good coffee. According to Gerhard
Berssenbrügge (the CEO in 2006) “Nespresso is the Ultimate Coffee Experience, that combines perfection and pleasure, simplicity and aestheticism.” The positioning of Nespresso is to be a luxury coffee brand.

THE BRAND

The brand is present in almost 60 countries and accounts more than 8300 employees compared to only 331 in 2000. 70 % of these employees are in direct contact with the consumers. Each day, more than 180 000 customers visit the online boutique. On Facebook, there is more than 1, 8 million Facebook fans. In 2005, George Clooney, the brand ambassador was chosen by Nespresso Club members.

THE COFFEE

Nespresso provides a huge range of tastes for their consumers which are produced in two production centres based in Switzerland : Avenches and Orbe.

Like a wine, the company proposes 16 Grands Crus for in-home and 8 Grands Crus for out-of-home. Each year, there is also several limited editions Grand Cru Coffee.

THE MACHINES

The company has developed 30 machines with partnerships such as Siemens, De’Longhi, Miele and Krups to create high-quality machines and also accessories which only works with Nespresso capsules. The company has currently 9 household partners. They also have a contract with Alessi who created cups and ‘sous-tasses’for Nespresso.

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