Value Perception · Strategic Marketing by Eduardo Wöetter

A copper-colored metallic coffee capsule lying on its side on a highly reflective black surface, displaying a sharp reflection. The capsule features an elegant brushed texture and an embossed "N" on its base. In the softly blurred background, a clear glass cup holds steaming espresso, completing a dark, sophisticated setting with dramatic lighting.

The Decommoditization of the Bean: How Nespresso Sells Coffee at $80 a Pound Through Price Anchoring

Discover how Nespresso transformed simple coffee grounds into a luxury item. A deep dissection of price anchoring, Razor and Blades business models, and the art of fragmenting commodities to exponentially multiply profit margins.

2026-01-29 · 4 min