What is the value-add of Nespresso and the cult of the capsule? The highly competitive coffee market has changed. In a market that is slightly profitable, Nespresso has created a small miracle. Customers are suddenly willing to pay much higher prices for the daily coffee by the cult of the capsule. But what’s behind Nespresso and what makes them so successful? Nespresso has founded a small online store for coffee capsules and machines already 20 years ago in the Internet. Thereby inspire the capsules due to ease of use. Insert the capsule button fresh coffee BREW. The customer has to insert paper filter, and so no trouble gauging coffee more.
Perhaps also the elegant, coloured capsules are a pleasure in itself, other than the unstylischen pads such as by Saeco. But this elegant comfort comes at a high price. A capsule good 30 cents, a kilo price of incredible 70 euro does that. Very clever marketing strategies making it possible to charge such high prices. So the customer buys, for example “” Grand Crus “or terroir”, not just coffee capsules but according to taste. Also entering the world of Nespresso is very cheap. Complete machines are offered from one hundred euros. For some extra cash, the customer will receive similar as for expensive coffee maker even a built-in milk container cappuccino at the push of a button.
In addition a man with conviction that Libby has started with George Clooney Nespresso. When he enters the stylish sales rooms or via capsules argue with God, that the heart can beat many customers faster. Now it seems no longer satisfied alone customers make. “” Nespresso is looking after numerous new initiatives, such as the example AluCycle “, real farmer income” and AAA sustainable quality”. Furthermore under the umbrella name Ecolaboration ‘ attempts to increase the recycling rate of the capsules and the income of farmers. To demonstrate the seriousness, Nespresso works with the Rainforest Alliance. But is this cooperation still to have brought no great improvements for the farmers. Most of the farmers who reside in the South of Colombia, have high debts. To get they back to the capsules are an increasing burden for the image of Nespresso. So, 4000 tons of waste is produced annually by approximately five million capsules. Nespresso again tried to find a solution and conducts research for some time to more environmentally friendly capsules. You could come to the conclusion the Nespresso is just a well that product. After the real added value of capsule machines is difficult to answer the question and the further development of the company is very exciting. Not least because a small company Nexpad has developed be filling remoistenable capsules and destroyed so the Nespresso monopoly strategy. Personally I would recommend high-quality coffee maker from Delonghi or Saeco.