The smart bomb in marketing's armoury.
you love a good espresso and you happen to have 'marketing' in your job
description, you'll love Nespresso.
get a really good cup of coffee you need four things: the right coffee beans;
absolute freshness; the perfect grind; and the perfect temperature. Nestl has
developed all four with the Nespresso World. The coffee comes in hermetically
sealed, portioncontrolled tabs, in a variety of bean types that stay fresh
for six months and are perfectly ground. The machine (take your pick from a
range of manufacturers, including Alessi, Krups and other stylish models)
delivers the perfect espresso or cappuccino every time.
makes Nespresso so sexy to Nestl? It's the patents. If the last century in
marketing was the battle of the brands, there is a new smart bomb increasingly
making its presence felt: the ability to gain competitive advantage via the