Branding is one of the most crucial aspects of marketing. The reason that branding is so important is that it is essentially a medium for your target consumer to make a perception of your company message. By having effective branding, one is able to ensure that they will have a successful bottom line, assuming that their product is produced effectively. That being said, branding is an imperative structure to both influence and keep one’s target consumer. One company that does an exceptional job with branding is the coffee machine company called Nespresso. The reason that Nespresso is so spectacular is that they provide prestige, customer experience, and effective marketing to their branding all over the world.
When creating a brand strategy for a product, it is essential to provide prestige to the company brand, particularly if the brand is a luxury product. In the case of Nespresso, their brand is tied to the fact that they make elite coffee machines with sophisticated coffee flavors from around the globe, (“Nespresso Branding Strategy,” 2016). Nespresso had to differentiate themselves from their competitor while still maintaining their sophisticated image. For this reason, Nespresso decided to open luxury storefronts in the wealthiest parts of every city that they sell coffee, (“Nespresso Branding Strategy,” 2016). By doing this, they made their storefronts an exclusive experience where their customers could interact with their different machines and even sample their exotic flavors. The consumer response to this was absolutely sensational.
For those who do not have a storefront near them, Nespresso offers a truly remarkable customer experience to their consumer who is ordering from home. The primary element of Nespresso’s business is derived from their home coffee machines and capsule ordering, (“Nespresso Branding Strategy,” 2016). For this reason, Nespresso had to make a viable strategy to reach their consumer and still provide them brand prestige and luxury. This is why Nespresso makes their packaging quite sensational with gorgeous boxes, manuals, and gifts with purchase, (“Nespresso Branding Strategy,” 2016). Additionally, the consumer has the option to order 200 capsules, 150 capsules or 100 capsules at a substantially discounted rate when they join the “Nespresso Club” to be able to reorder coffee capsules and coffee making accessories, (“Nespresso Branding Strategy,” 2016). Furthermore, Nespresso even provides samples of their various coffees with every machine so that the customer can experience them and order many more for their new coffee machine, (“Nespresso Branding Strategy,” 2016).
Regarding marketing, Nespresso does a wonderful job with their campaigns by hiring world class celebrities such as Penelope Cruz to be their spokesperson for their European clients, (“Nespresso Branding Strategy,” 2016). Nespresso is at every prestigious world event and has a target customer that is related to the luxury sector that wants high quality sophisticated coffee that they could find on their luxury vacations. Additionally, Nespresso’s branding allows them to have wonderful box packaging for their machines, which also ties into their sophisticated marketing image, (“Nespresso Branding Strategy,” 2016). What Nespresso essentially does is to provide a spectacular experience to their end consumer that makes them want to come back for more coffee capsules. Nespresso’s marketing makes their machines sought after by foodies all over the world. In fact, Nespresso’s directions of use are translated into over ten languages showing their global marketing presence, (“Nespresso Branding Strategy,” 2016).
Nespresso is one of the most pivotal examples of spectacular branding in the world. The reason for this is that Nespresso’s marketing team have taken a simple coffee machine that is quite expensive and have made their target consumer need it rather than want it. This is one of the most important aspects of branding. The marketing department has to be very sharp when they are implementing a strategy because they essentially have to make an avenue for their target consumer to differentiate their product from the competition. A great example of this with regards to Nespresso is how they have differentiated themselves from Keurig Green Mountain. Keurig Green Mountain has subsequently been viewed as the inferior and low quality coffee machine in comparison to Nespresso. The reason for this perspective is Nespresso’s branding and dedication to the customer’s experience and that they keep coming back for more coffee capsules.
References
“Nespresso Branding Strategy.” Nespresso Website. 2016. Web. 5 June 2016.
