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Success Story of Nespresso

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Success Story of Nespresso
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Success Story Of an Innovation
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------------------------------------------------- NESPRESSO
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What Else?
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Submitted By: Khadija Ait Ouhanni
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Hassan Radi
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To: Professor Amine Bennis
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Al Akhawayn University-Fall 2010

Important innovations in the coffee market

The last innovation in the coffee market was the soluble coffee in the 50s. Concerning the coffee machines, it was the invention of the Espresso Coffee machine in 1901 by Luigi Bezzera.
In the 70s, Nestlé decided to target a premium segment by launching a strategic innovation, an innovation that would not basically impact the consumer’s habits (it doesn’t change the number of coffee they drink per day), but that would completely destroy the skills and assets of the already established actors in the market. Indeed, it was the first radical innovation in the coffee market since Bezzera.

From 1970 to 1985, 15 years of research

* In 1970, Nestlé’s Research and Development department invents the capsule containing freshly ground coffee and its pressurized coffee extraction process.
More precisely, it was the engineer Eric Favre who invented the
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