Abstract
We would like to think that the customer of Nespresso looks like 'a perfume addict' who does not really care about the quality of coffee. He attaches more importance to the packaging and the purchasing atmosphere than the contents themselves. Two of the three key points of the Nespresso concept confirm that it is the main strategy to appeal to the clients. The machines have always an 'avant-garde design' and the Club Nespresso helps the salesperson to know the patrons and their expectations better. Nespresso was originally created to provide high quality coffee to businesses, and the launch of the Citiz range of machines reminds us of this first target. Louis Vuitton, for example, serves its customers only with Nespresso.
