Nespresso’s online push with popular social media app, Instagram, successfully amplifies the brand’s reputation, and increases engagement with millennial consumers while still maintaining its high-end appeal. Paid influencer partnerships are among the more effective uses of Instagram due to the resulting increased reach, which Nespresso has experienced great success with.
The stages of the Family Life Cycle at which the VertuoPlus is positioned to be sold are young/single professionals, the young married/divorced without children; the middle-aged married/divorced with/without children; and the middle-aged married/divorced without dependent children, as they all have sufficient, moderate-to-high disposable household income.
Nespresso’s VertuoPlus’ primary competitive advantage concern its dual ability to produce large-size regular coffees in addition to the traditional espresso it was originally known for. Furthermore, the patented centrifugal technology makes it the only single-serve, portioned coffee machine capable of creating decadent crema on an otherwise water-textured, long coffee drink.
