Ch.10 - Product Concepts

Nespresso’s brand name is universally recognized, in part due to the first three letters echoing the global mega brand, Nestle. The incorporation of the word “espresso” cleverly denotes the core product, and the uniquely designed “N” in both the full and condensed brand name versions makes for an easily-recognizable logo. 

Ch. 17- Personal Selling and Sales Management

The selling process for Nespresso’s VertuoPlus varies according to the market - namely whether B2B or B2C. The former typically requires relationship selling due to the corporate accounts and sales volumes involved being larger, while the latter is more transactional. Nonetheless, both require lead generation, lead qualification, closing-the-sale and follow-up. 

Ch. 16 - Advertising, Public Relations and Sales Promotion

https://m.youtube.com/watch?v=i9y3XKeyydw

Ch. 14 - Retailing

The VertuoPlus is best retailed with a combination of e-commerce platforms, including Nespresso’s own website, that of its retail partners and Amazon; select brick-and-mortar third-party specialty retailers and luxury department stores; and Nespresso's own international boutiques. The physical locations facilitate demonstration and sampling, while the online enhance the product’s accessibility.