Case studies: Nespresso and the coffee brand

Nestlé have discovered how to turn coffee into a Curve business. And they have done it not with an entry price of free, but an entry price of very expensive.

Nespresso coffee machines start at £130. They are stylish and elegant and the most expensive versions will set you back nearly £500. (US readers can substitute dollar signs for pound signs. That’s not fair on UK consumers, given the exchange rate, but that’s generally how it goes.) The machines are not the heart of the Nespresso business; the relationship with the coffee drinker is.

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