19. 1895
Official foundation
1910
Pioneer in selling
coffee blends
1923
Coffee is sold
already packaged
1956
Biggest Italian
coffee roaster
1980
Lavazza goes
international
1989
Pre-packaged
capsules
1998
Caffe di Roma
2004
First CSR project:
Tierra
2007
Acquisition of
international
coffee chains
“From the late 1800s to today, we
have been committed to achieving
excellence in the production of
coffee.”
20. Kapferer’s Prism
Physique:
Blue. Strong and solid
typography. Emphasis on “A”.
Personality:
Italian. Innovative. Prolific.
Active. Sensual.
Culture:
Italian sophistication.
Passion for coffee. Haute
Cuisine. Hedonism.
Global.
Self image:
Connoisseur. Dolce Vita.
Enjoy the small pleasures.
Reflection:
High standards. Foodie.
Authentic experience.
Relationship:
Flexibility. Longtail.
Diversity.
24. • Vision: To be positioned
as the undisputed leader
for authentic espresso
• Ranked 10th in global hot
drinks business.
• Growth attributed mainly
to acquisitions.
• Realigned global strategy
with focus on France,
Germany, UK & USA.
Source: Euromonitor
25. SWOT Analysis
STRENGTHS WEAKNESS
• Italian heritage, family owned
• 95% brand awareness in home market
• High quality fresh coffee
• Overexposure in Italy and Western Europe
leaves it vulnerable to downturn
• Emphasis on fresh coffee has taken
attention away from instant coffee and
away-from-home markets.
• US market: Largest global coffee consumer;
Keurig partnership & 40% increase in
coffee sales for 18-34 demographic in last
10 years.
• Emerging markets ask for large volumes
• Strong competition from large groups in Hot
Beverage industry (e.g. Tata Group,
Nespresso, Keurig)
• Fluctuations in commodity prices, however
constantly offering high quality is crucial
OPPORTUNITIES THREATS
27. The Service
A platform that connects
exclusive and select customers
with plantations of their choice
across the globe.
Thus engaging the invested
customers in the creation
process of their favourite coffee
which is produced for their
consumption.
28.
29. !
NEW SERVICE!
Complementary!
!
!
!
GATHERING!
Connoisseurs and !
environment conscious !
!
!
EXPERIENCE!
New and unique!
!
!
!
KNOWLEDGE!
Production process!
!
!
!
PERSONAL!
Traceability!
!
!
!
SYMBIOSIS!
Customer & Nature!
!
!
!
VIRTUAL!
Platform!
!
!
!
ANYTIME!
24/7!
!
!
CONNECTION!
With single-origin !
region of production!
!
33. Current Activities
• “50 Best Restaurants” by Restaurant
magazine
• “Italian Futurism” exhibition at
Guggenheim, NYC (2014)
• Interactive marketing campaign in
Manhattan
• Salone del Gusto, in partnership with
Slow Food
• Official Coffee of Wimbledon - 4 years
• Open d’Italia Golf Tournament
• London Fashion Week - 12 years. In
partnership with Holly Fulton
34. Brand Tie-in
• Celebrating 120 years
• Introduced Mono-Origin
coffees in 2014
• Lavazza Calendar 2015:
The Earth Defenders
• Consumers increasingly
environmentally-
conscious, curious about
origins
• Increase brand
engagement among a
specific subset of the
global market
37. • Grace: When and for how long did Lavazza’s interactive marketing
campaign in NYC happen?
• This campaign took place over Thanksgiving Weekend (USA), in
November 2014.
• Alice: How will this strategy differentiate Lavazza from its competitors in
terms of environmental and corporate social responsibility?
• The concept is not about differentiating on this particular aspect of
the company. Lavazza itself is very strong in CSR and has its own
strategies to ensure that it only makes coffee sourced from fair trade
and sustainable plantations. We are building on the idea of
environmental responsibility while bring consumers themselves
closer to the production of their coffee. By having them invest in one
of Lavazza’s single-source plantations, we would be giving them the
opportunity to follow the production cycle, understand who or what is
involved in making their coffee, and drink the final product they are
helping to create.
38. • Federica: What is your communication strategy for the new service?
• Because we are primarily proposing a virtual platform, we would
suggest that Lavazza focus on using social media and a microsite
within Lavazza.com. We also suggest using the sales of the Mono-
Origin collection, in high-end restaurants and specialty shops, to
further promote this new service. These are the 2 methods of
communication most in line with our strategy.
• Federica (Comment): It is impossible to show a mapping of coffee
companies, especially Italian coffee companies, without including Illy.
• This is true, and was an omission. Our positioning focused on the
brands found in Euromonitor’s Top 10 Hot Drinks brands, in which Illy
was not included, however due to the cultural and geographical
relevance, Illy should have been included.
