Marketing international : le café en capsules en France

At the beginning, when coffee was discovered, it was a true luxury product that only very rich persons could buy and consume. Until the 80s, coffee became very simple product which was considered as a bitter beverage to drink when we were not truly awakened. Because of that, the sales plummeted and many big companies in the world have to work intensely in order to restore the coffee its old luxury image. From that, all the 4 marketing P's were thought again. The best coffee recipe which is espresso is the best option for those companies, so they all launched their own offer without any standard. Today, in the globalization trend, those offers are going to be joined in a public domain, and the market would not be the same anymore.