Each Nespresso pack of 10 pods has a cost of, at the minimum, 4€.

Each pod has 5g of coffee.

This means each pack has 50g… therefore, each kg of Nespresso’s coffee has a cost of 80€ – not considering it’s limited editions that can go for as high as 240€.

What’s the difference between Nespresso and a regular coffee brand?

Why is Nespresso able to sell coffee at such a high price?

Nespresso is well known for it’s marketing strategy. It’s identity answers to 3 of the most important questions when it comes to brand identity:

What’s your story?

What’s your buyer persona?

What problem does your product solve?

Nespresso is not known for it’s quality coffee… we all know that.

Nespresso is quick, Nespresso is easy and most importantly, it’s a “community”.

Saying “I drink Nespresso” is not the same as saying “I drink 100% arabica coffee”. It doesn’t have the same impact.

What about your brand… does it have a defined buyer persona?