Nespresso Nestle capsule Coffee

The current financial tsunami may be the worst recession since the 1930s, but this is the boom era of Nespresso Nestl é capsule coffee, which is ubiquitous by Nesso Nespresso capsule coffee shops owned by the Swiss food giant Nestl é. According to its report, Nesso's turnover increased by 30% in 2008 and is one of the fastest growing brands in the company.

In its introduction to 2008 sales, Nestl é said Nesso Nespresso's turnover grew by 30% in 2008, with an annual revenue target of 200 million Swiss francs, or $1.7 billion, two years ahead of schedule.

Although its turnover accounts for only about 5% of the turnover of 11 billion Swiss francs in the entire Nestl é system, Nesso Nespresso is the fastest growing of the most important brands in Nestl é, which has household names such as Perrier water, Maggi sauce, Felix cat food and, of course, Nestl é chocolate and Nestle milk powder.

Paul Bulcke, Belgian, executive director of Nestl é Nestl é

Although Starbucks often gains the reputation of standardizing the cafe culture and brings it to the world. But Nespresso Nespresso uses a coffee machine to make standardized coffee popular in the workplace and at home, turning coffee capsules into a perfect espresso in less than five minutes. Italian coffee machine Illy claims that Nestle is not the inventor of the coffee machine, but Nestl é has made it a global bestseller. The brand is distributed in 50 countries and employs more than 2500 people worldwide. The main business markets are in Europe, Latin America and North America are equally important, and have entered the traditional tea market, such as Asia.

Now Nesso Nespresso has about 175 boutique stores around the world, where consumers can buy machines, capsules and accessories, and there they can taste coffee and life. Miss Pascale Le Guellec, 47, a consumer in Paris, France, grabbed a bag containing 10 tubes, each containing 10 Nestl é capsules, including some limited editions and mixed editions. "I like mixed coffee," she said. "there are different flavors in it. It's good coffee." She said. Then he hurried back to the nearby office after the lunch break. "I like a simple life."

Marketing experts also mentioned that Nespresso sells not only coffee, but also a strong desire to buy this product and savor life. This is achieved in both obvious and subtle ways, from the special name "grand cru" for coffee blends to sponsoring elite events such as the American Cup, the French Open and the Cannes Film Festival, and even by using George Clooney as a spokesperson.

In terms of brand, at least, it is like a world of male strength, craftsmanship and progress. "so it needs a celebrity, a celebrity who can be both a man among men and a celebrity who can attract women." Mr. Clooney is a picky playboy lifestyle with principles and values. "

The three major topics that Nestl é has been questioned before (please refer to the previous blog post, one of my favorite machines, lazy machine: Nestle capsule coffee machine Nespresso C290), have gradually begun to be valued and improved. Now 45% of Nespresso's coffee comes from farmers who work for the rainforest alliance, a non-profit organization (please refer to the previous blog post, the story behind a cup of coffee). Its goal is to rewrite that number to 50% next year.

However, with regard to the environmental impact of large quantities of coffee capsule packaging, Nespresso has set up 2000 collection points in Switzerland to collect used capsules and has now introduced them in French stores. The problem is being solved from country to country.

"We are talking about using different alternatives to solve this problem, which can retain and ensure the freshness and aroma of the product," said the Nespresso technician.

As for the question of monopoly, Nestl é is not the only one on the market to make capsule coffee machines and coffee capsules, but other manufacturers have also begun to produce such products. Just like the manufacturers of printers selling special ink cartridges, such business practices can be seen everywhere.