Nespresso’s luxury in-store experience

  By Amélie BLANCHERI      Nespresso is leading the market by providing luxury coffee thanks to a strong strategy. First, as we said in previous articles, celebrity endorsement participates a lot in building a luxury image: George Clooney and Penelope Cruz are not just selling the products, they are justifying the premium value. The…

Nestlé and Starbucks recent partnership

By Amélie BLANCHERI Nestlé is the first largest food company in the world in term mainly of revenues. This is also the house of brand of Nescafé and Nespresso, two very massive brands in the coffee industry, who are competing in a very competitive market in which strategies are crucial in order to stay strong…

Employees’ brand co-creation: The case of Starbucks and Nespresso

By Anaëlle DANICAN Customers supposedly know that Starbucks or Nespresso products have a really good quality. Because these companies, more than just selling a product, are also selling a service, this service needs to be as qualitative as the product to match the brand’s high standards. In Starbucks coffee shops, as well as in Nespresso boutiques, employees…