The factors behind the success of the blockbuster new brand of capsule coffee wear Prada capsule coffee

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At the same time, NESPRESSO has also launched three types of capsule coffee machines in Taiwan: Citiz, Essenza and Lattissima.

The positioning of Nespresso is a high unit price of boutique coffee. With the image of the brand's spokesman, George Clooney (George Clooney), you can see that the brand demands a consumer audience who has plenty of money, enjoys the quality of life, and can pay money in exchange for enjoyment.

So Nespresso offers more than 20 types of coffee capsules and promotes them through a variety of marketing methods that show its temperament image (and quality), such as:

Boutique coffee capsule store in department store

Cooperation with large-scale International Bunk Sukhumvit 11 Business Inn

Capsule coffee maker available in business suites

The choice of spokesmen, from George Clooney, Penelope Cruz, etc.

These marketing methods are all to make these consumers who have spare money on hand willingly take out their money.

Many high-end restaurants have long wanted to get rid of the cheap image of three-in-one coffee and American coffee pots. So Nestl é partnered with five-star hotels to offer free Nespresso coffee capsules to lodgers. According to relevant sources, Nespresso does not offer special prices to cooperative hotels or hostel operators in Taiwan; but for these high-end hotels, consumer satisfaction is the greatest service value, and this value is believed to have been virtually transferred to the brand.

For coffee lovers, having a good cup of coffee anytime and anywhere is an important enjoyment. But apart from a few real enthusiasts, how many people can start by grinding beans (or even baking beans) and get themselves a cup of mellow coffee? According to the current quality of Nespresso, it is really not as good as the freshly brewed coffee made by handmade coffee shops around the corner, but it may already be the most simple or convenient way to get high-quality coffee.