Background of Nespresso
Started in 1986, Nespresso is a subsisdairy of Nestle’ group. It is based in Lausanne,
Switzerland headquarter. Nespresso is a coffee making system that consist of Nespresso
machine that brew coffee from the single usage Nespresso capsules. The machine and
capsules was invented by Eric Favre, one of the employee of Nestle in 1976. It has total of
3 billions annual sales in 2014.
Not only, that it try to provides innovative solutions to keep delighting and surprising
customers, but CRM is also the core of Nespresso. Over 70% of the Nespresso’s
employees in the market are in direct contact with the customers in order to build a
personalized relationship with them. Which is very essential in building long-lasting
relationship with consumers and win customer satisfaction as the best coffee.
Nespresso present its coffee as a jewel. It teach consumer about coffee culture and
enlighten customer on how to consume in a different and elegant way. Nespresso also
creates a real community around their product called “the club” with coffee lovers.
Nespresso Offer
Nespresso offers 3 kinds of products. First, the Nespresso machines, It offers variety of
model which have different designs and functions in the price between $110 to $620 us
dollar. Second, the capsules, It offer premium coffee with wide range of origins, darkness,
richness and flavors in different color of capsules with the price between $0.39 to $0.47
dollar. Lasly, the accessories, from milk foamer, cups, to chocolate.
Machine Nespresso
With the price between $110 to $620, the machine come with the high exit barriers which
helps driving customer loyalty. Intentionally, the capsules and the machines are not sold in
supermarket channel so that the customers are forced to go to the boutiques or by online.
This helps nespresso maintain strong relationship in a long term.
CRM Program of NespressoRef
https://www.nestle.com/asset-library/documents/library/documents/annual_reports/2014-a