Nespresso

Mercado e Industria

Gourmet market emerging USA

1974 - 1982

Restaurant segment

1982

Restaurant-quality espresso at home emerging trend

1987 - 1990

Espresso as trendy, socially elite drink
Cafés and Bistros in Europe
Starbucks, Coffee Beanery in USA
Segment: city dwellers

Slow sales - 50% miss on Machines

1987

2,700 Club Members

1990

Switzerland, France, Japan, USA

Nespresso Clubs in Germany & Benelux

1992

Nespresso Clubs in Spain, Austria, UK

1996

220,000 Club Members

1997

30% yearly increase

7,000 orders daily

1999

First Nespresso Boutique in Paris

2000

90% share of portion coffee market

2003

George Clooney first commercial

2006

3 billion CHF

2011

320 Nespresso Boutiques

2013

Tecnología

soluble coffee

1938

Rights to commercialize the original invention

1974

Mercado café instantáneo 30% del total. 80% de las ventas de café en ese tiempo.
Sin presencia en el mercado de R&G que representaba el 70% del mercado global de café.

Machine defects

1987

Filtros espresso Kraft Jacobs

1997

Producto

Nescafé

1938

Organización - Empresa

Spin off from Nestle

June 1986

Yannick Lang - outsider CEO

1988

Strategy for households

Feb 1989

Breakeven

1995

Lang exit

1998

350 million capsules yearly