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Gradually, the coffee makers that for years made the traditional breakfast will leave the house through the kitchen door. Meanwhile, a machine capable of producing espresso coffee, cappuccino and hot chocolate for the whole family will enter the front door. At least this is Nestlé's bet when launching the Nescafé Dolce Gusto with full force, after introducing the model launched in Europe in 2006 and here last year, being the first country in South America to receive the novelty.

Nescafé Dolce Gusto bets on a model that combines a recognized brand with a latent desire of the middle class consumer: preparing at home the same drinks that you are used to tasting in coffee shops. All of this, combined with the ease of using the machine with a capsule system, a differentiated design and an affordable price. Any resemblance to his rich cousin Nespresso is no coincidence.

The new product was developed to fill a space that was not being served by Nespresso due to the price, the brand and the distribution model. While Nespresso is super premium, focused on gourmet coffee, in the selection of coffee flavors and is sold in its own boutiques, Nescafé Dolce Gusto is for pasta, with coffee-based drinks and sold in major retailers, from appliance stores and even supermarkets.

New for the family

Dolce Gusto's positioning is that of a machine - developed in partnership with Arno - aimed at the family for having a variety of drinks, such as traditional espresso, intense espresso, caffè lungo, cappuccino, latte macchiato, with a combination of espresso with milk, and Chococino, a hot chocolate. 'The consumer wanted to have these different drinks at home,' says Liliam Mirando, Nestlé's Director of Cafés and Drinks. 'He is eager for novelty and had the opportunity to offer a different option with quality and value', he adds, in an interview with Mundo do Marketing.

Nestlé bets on Nescafé Dolce Gusto for pastaDesign makes the difference

The product's target audience is broad. They are people who like coffee, are used to coffee shops and want quality drinks at home too. There are consumers who choose prominent places in the kitchen or dining room to display the machine. The idea is to expose the differentiated design that gains black, white or red color, the most sold. Another attribute of the valued product is personalization. With Dolce Gusto it is possible to prepare a latte with less coffee or less milk.

And it is at the point of sale that Nestlé is highlighting these characteristics. One of the challenges is to show that it is simple to prepare an espresso coffee. The tasting actions represent one of the main pillars of promotion. 'There is a myth that handling an espresso machine is difficult. We show that it is simple, easy and just press a button ', explains Liliam Mirando, from Nestlé. 'We have been working to have a close conversation with the consumer to explain about the concept', points out the Director, who estimates that she has already impacted more than one million people at the POS.

Another point of high investment for the brand is communication.

For you who can't do without a delicious coffee! With the Nescafé Dolce Gusto Mini Me Espresso Coffee Maker from Arno, you can prepare tasty espresso coffee! Complete, compact, with a modern and personalized design, this coffee maker has the Play & Select system, where you can select and prepare your drink in the right measure. For those who like to vary the type of coffee, the Hot & Cold option helps to prepare hot and cold drinks. Dolce Gusto Mini Me delivers even more convenience: it has a selection cursor that helps you prepare your drink automatically. Select the level indicated on the capsule, choose between hot or cold and ready, your drink will be prepared in the right measure. In addition to being compact, preparing drinks has never been easier

Like all Nescafé Dolce Gusto machines, Mini Me has a professional pressure of up to 15 bar that guarantees the quality of a true Espresso, Cappuccino and several other drinks in a matter of seconds! Place a capsule and reveal the flavor

It works through Capsules, the great secret of a perfect espresso coffee lies not only in the quality of the powder, but also in the definition of the adequate water pressure in each capsule for each type of drink - espresso coffee, cappuccino, chocolate, tea, latte macchiato, among others. Dolce Gusto coffee machines are so intelligent that they automatically regulate the pressure, depending on the type of capsule of each drink.

Multi-drinks

There are more than 20 different drinks, espressos, refreshing drinks, teas and many others. Enter the Nescafé website to find out more about what flavors and how to purchase the capsules.

Automatic

Just select the water level indicated on the capsule and the machine will automatically stop when your drink is ready.