As Nespresso became an icon without ever having sold coffee

More than coffee, Nespresso sells "a unique experience", that's how the company defines your business. The brand promises revolve around the experience:-"Nespresso brings a new dimension to the world of coffee". -"Nespresso is a lifestyle and an art of living." -"Nespresso is a unique experience that combines perfection, pleasure, simplicity and aesthetics."
Nespresso is a subsidiary of Nesté. Their strategy was to sell coffee directly to the final consumer (B2C). Launched its operations in France and in Switzerland, without any support of propaganda, aimed at a niche need opinion leaders. Their research identified potential for the premium luxury segment and thus luxury boutiques in noble addresses of cities were opened, supported by an e-commerce with strong expression of luxury.
Nespresso is now an iconic brand. Its "monopoly", "unique experience", it's hard to be challenged or copied.
What differentiates the Nespresso brand on the market are its promises, its unique experience of luxury. Mark says that his revolution is not about coffee, but about the coffee experience.
The product has to do with the reason, the coffee reaches the emotional experience and is much more powerful. The coffee product refers to things. The coffee experience refers to us, and this must be the priority.
The marks, corporate knowledge, sustainability, network of relationships, the intellectual capital are all nature intangible assets that ensure differentiation, sale and margin businesses.
We don't need a crystal ball to predict that, in the near future, there will be excess of companies employing people with similar qualifications, offering similar products and services, with quality and prices are similar, where everyone will be competing. As consumers, ok, we like to have freedom of choice and we're increasingly demanding. After all, when the consumer has a choice, he is the boss.
As entrepreneurs, however, won't be easy. It's not going to be trivial to create sustainable competitive advantages in an environment with both dynamism and options. Within this extremely environment offered, differentiation over competitors and consumer knowledge will not only a desire but a necessity for companies to ensure their survival.
Intangible assets
Evolutionary way, the competitive edge of enterprises are in their intangible values. The set of them is what ensures the competitive differentiation of enterprises, that drives your business and which allows to achieve high margins.
The strategic planning of medium and long term of the company should settle in brand, corporate knowledge on sustainability, network of relationships, intellectual capital--that is, assets intangible nature. Are these the inductors which will, with greater probability of success, enabling the company to be perceived as original and unique for its customers – a desired "monopoly".
Companies tend to measure their performance based on financial indicators and quantitative measures. These criteria are no longer enough: the new environment requires companies to acquire the ability to routinely manage what represents your competitive advantage.
Choices
Strategy has to do with choices, a territory in which the company seeks to be unique. The essence of the strategy is to set limits for what we want to do. It is impossible to be everything for everyone and, in an environment very offered, it is better to identify market niches.
The company must develop a deep understanding of who chose to be (genuinely) and in this way, without deviations, develop a deep understanding of their customers, the competitive environment and their economic realities.
The correct goal of the strategy is the highest profitability. She refers to the essential meaning that we're trying to get through to the customer and the type of client that we wish to achieve.
Customers
The company sets its customers manifesting in a manner consistent with the who chose to be, intangible values, ethics, esthetics. When well executed, will transmit the desired identity and attract the audience you are interested in making it easy enough to create sustainable value for ID already exists and empathy.
To be really authentic, we have to have the ability to put ourselves in the place of the customer. The client that interests us.
We should get empathy before knowing your motivation: this is important.
Client and consumer are different in essence. Consumer represents an undefined character, a statistic, represents a number of indistinct individuals who consume goods for your practical or economic value. The client, however, is a character set, with distinct personality, with selective and particular style, which has an emotional connection to the company's creations.
Customers don't buy products just practical or economic value, they demonstrate understanding the intangible values and the meaning of those goods in their lives. In addition, they realize that such products help to set them the way you want to be understood by society.
Most people in the business world is looking things analytically, raising numbers and doing worksheets. Instead of asking what's the actual experience, they usually think of a logistics operational point of view. These days, it's hard to win relying only on dominance of the classical distribution systems; We must focus on the presentation of the brand with strong emotional content.
Another example:
Shirts, pants, shorts are also commodities. As can be seen as unique, in clothes? The Richards been doing it for 40 years.
In 1974, I decided to open a boutique in Ipanema. I wanted her to be completely different from the existing stores. At the time, in my view, the existing stores were no soul, answered by professionals with whom I'm not identified and who just wanted to turn the products (bent, alfinetados packed in plastic bags) in cash. The shops were poorly lit and not to run risks, offered commodities, without appeal, which would be sold at some point, even that linger. They just wanted to sell.
I decided to do something different, completely associated with the lifestyle that I valued: a casual lifestyle, however elegant and true. I wanted to offer real value and emotion. Fundamentally, I knew I had the power to sell anything, that customers had the power to buy.
I knew you would understand more of people than things. With this premise in mind, I decided to make an oasis stores, spaces for pause, listen to music and reflect on personal issues in front of fantastic clothes hanging informally, as in old warehouses. The goal was to keep people away from the rush of everyday life.
Want to mix clothes and romance and do it with style and good taste; sell emotion, and no objective qualities focused on clothes. I thought people would really impress the isolated benefits offered by products, which would make choices based on products that would suit your lifestyle and that represented an experience desirable.
Everything worked out. The successful people demanded goods experience, we become different, a real oasis in the increasingly saturated market, offering products and services rich in emotions. I believe that the essential factor of longevity of the brand is its focus on customers in your personal and business partners, which are few.
The Richards is defined as "a delicious experience, tropical, adventurous and elegant to take life." His mantra is "holiday flavor in everyday life". Their mission, "offer a distinctive style of life, arousing and inspiring people to seek more pleasure in everyday life". And come running. We were well known in Rio de Janeiro, São Paulo, in all capitals and more tens of cities in the country, only by word of mouth. We never invested a lot in advertising; Instead, we invest in our people and our stores.
Advertising can help build brands, but the authenticity is what makes them last. When people (and customers) believe share values with the company, remain loyal to her.
The best way of Richards (or any other company) get lucky is build it for herself. This requires knowledge of doing business be successful. The biggest challenge is whether mater relevant and vibrant, consistent and principled.
The intangible values of a company in our industry come from the quality of the experience offered. This experience is holistic, complete, comprehensive, transformative and, above all, emotional.
The intangible and intellectual assets are related to companies ' competitive advantages. They provide exceptional returns, the greater the portion of these assets in the company, the greater the generation of value to its shareholders.