Ch. 6 - Consumer Decision Making

The evoked, or considered set of Nespresso’s VertuoPlus hybrid coffee and espresso machine include the Keurig K-Cafe, the Cuisinart SS-10, and the Mueller Ultima Sing Serve K-Cup Coffee Maker. They all produce single-serve, portioned coffee, but only the VertuoPlus can create coffee and espresso with crema, by a single button. 

Ch. 5 - Developing a Global Vision

Nespresso's global vision is to establish the VertuoPlus as "The Ultimate Coffee Experience" worldwide, which it achieves by continuing to shape the global coffee culture through the highest quality and most technologically advanced extraction equipment, while targeting international markets where consumers are increasingly choosing the convenience of portioned, sustainably-sourced coffee. 

Ch. 4 - The Marketing Environment

The VertuoPlus’ target market contains all-gendered coffee drinkers in their mid-twenties to late-sixties with general preferences for luxury goods and moderate-high household incomes, whether married/single and with/without children. Some indulge to escape the drudgery of everyday life, because owning the VertuoPlus is marketed to elevate their self-perception and social status.