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Nespresso - Research Paper Example

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Nespresso The development of innovative products/ services is a prerequisite for firms which are interested in securing their position in the global market; the introduction of Nespresso in the market can be characterized as such initiative. Nestle has managed to identify the gaps in the particular market – referring to the need for simplifying the process related to the preparation of Espresso – and developed a product which is characterized by quality and time-saving…
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Download file to see previous pages In accordance with Davids (2009) one of the most important advantages of Nespresso compared to other similar products is the high range of the blends available; moreover, it seems that each of these blends is different (Davids 2009); from this point of view, Nespresso offers to the consumers the ability to choose among the blends available, a chance which is not given to other products, such as the Metodo iperEspresso (Illy) which has only three blends (Davids 2009). Apart from the above characteristic, Nespresso is distinguished from other products of this type in terms of quality. Each of the Nespresso blends has been produced using roasted coffee from different areas of the planet; in accordance with Davids (2009) the blends of Nespresso are produced using coffee elements from Africa, Brazil and Colombia (Davids 2009). In this way, a unique combination – in terms of the aroma and flavor of coffee – is achieved. ...
uite a long; the firm’s name has been particularly related to food for infants; the impression that all the firm’s products are of high quality can be easily developed – an assumption that, actually, it would be valid. The differentiation of Nespresso from the other – similar – products in the market is also highlighted in the article of Sharp (2007), published in the Independent. In accordance with Sharp (2007) Nespresso could be characterized as one of the most profitable products of the specific category bringing to its initiators a profit of approximately ?500 annually. The reasons for the success of Nespresso are analyzed by Sharp (2007) as follows: At a first level, it is noted that the firm that produced Nespresso, the Nestle, has been well known for the quality of its products. This fact has significantly helped the particular product to be welcomed by consumers internationally. However, in practice, it has been proved that Nespresso has a series of additional advantages, such as: its name: the name given to the product defines precisely its characteristics; there is no threat of misunderstanding in regard to the type and the general characteristics of the product; furthermore, its name is memorable, being distinguished from other similar products, the names of which are difficult to be remembered (Sharp 2007). The involvement of Nespresso in daily meals – as promoted by the firm’s marketing team – is also characterized as another significant advantage of Nespresso compared to the similar products of rivals. More specifically, Nespresso is offered, as an after-dinner option, to well – known (but not expensive) restaurants, such as Sketch and The Fat Duck (Sharp 2007); in this way, the product is made known to the public as an after-meal ...Download file to see next pagesRead More
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