It must be said that this is a great marketing move.

jilhok00010@gma

In , Nestlé found the solution the company joined forces with major brands of coffee machines and that launched sales. But we are clearly far from the current success What will make Nespresso essential is its Marketing and its step strategy entice, seduce and lock in. Part  The Nespresso Luxury Marketing Strategy JeanPaul Gaillard, boss of Nespresso for  years in the s, said I want to make Nespresso the Chanel of coffee! . All is said. One of the reasons why Nespresso exploded was its decision to implement a luxury marketing strategy. Look at the welcome in store, worthy of the greatest jewelry stores, or even the price positioning of the capsules!


As I said in the Intro, a Nespresso capsule costs around  times more than a competing Albania WhatsApp Number capsule. But hey, its not enough to be more expensive than the competition to become a successful luxury brand. The key lies in two things The first is advertising. Im going to talk about George Clooney right now because I know youre all waiting for it. Nespresso exploded in , thanks to its first ad with George and his What Else.Clooneys choice is just perfect. Georges image is exactly the image that Nespresso wants to have classy, ​​attractive, both close and inaccessible.





By using George Clooney to do its advertising, Nespresso activated a very effective cognitive bias  the principle of association. The principle of association is a bias which means that we tend to associate a thing with what surrounds it when we discover it. So, when we see George, who fascinates us, arriving in a Nespresso store to have a coffee, we associate his image with the capsules! This advertising campaign alone created the brand image of Nespresso. But there is a second essential point in its luxury marketing strategy Masstige.