Kimbo is an Italian coffee company founded in Naples in 1963. Its mission is to spread Italian coffee around the world while respecting tradition and the environment. As the second most consumed coffee brand in Italy, Kimbo offers various coffee products for homes, offices, and food service. While maintaining its Neapolitan roots, Kimbo has expanded internationally to over 40 countries. To continue growing, Kimbo will need to balance tradition with adapting to new consumer trends in the global market.
1. CASE STUDY: English For Business
Prof.ssa
Stefania Tondo
Candidati:
IlenyaAmato 176000500
Pasquale Russo 176000526
Elisabetta Buononato 176000501
2. Title page ……………………………………….……1
Index ……………………………………………………2
History ………………………………………………..3
Mission …………………………………………………4
Vision ……………………………………………………5
Slogan ………………………………………………….6
Swot Analysis …………………………….7 to 10
Products …………………………………………….11
Kimbo in the world ……………………………12
Conclusions ……………………………………….13
Sitography ………………………………………….14
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3. History
Kimbo S.p.A. is a company founded by Rubino Brothers in 1963 in
Naples. In the early ‘90s the Rubinos founded another brand:
Kosè in order to comercialize also a cheaper product. All these
brands belong to Cafè do Brasil, a group also founded by the
Neapolitan brothers.
The company’s original name was Cafè do Brasil. The society’s
mission was the production of coffee for commercial and
domestic use, therefore, its target were both coffee shops and
families. In the ‘60s, new methods of coffee packaging employing
the metal tin make possible a wider diffusion of the product. The
company passes therefore to the industrial production with
another name: Kimbo S.p.A., included in the group Cafè do
Brasil. Kimbo’s coffee becomes very famous in Italy and, at a
later stage, in the international market. Today, Kimbo is the
second most consumed coffee in Italy, after Lavazza, another
famous Italian brand.
The company remains faithful to the city of Naples. The society’s
head office is in Melito (NA).
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4. Mission
Spread Italian coffee throughout the world and make a quality product
inspired by the Neapolitan tradition and authentically made in Italy,
available on the national and international markets and created with the
most advanced technology, while respecting the people and the
environment.
Working hard and with passion to keep and enhance the particularity of
Neapolitan espresso coffee and respect the changes in customers needs
and tastes so as to always offer a product that is up with the times.
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5. Vision
To be a reference point for all coffee lovers in Italy and in the world,
interpret the culture and the trends. Express the uniqueness and the
tradition of Neapolitan espresso coffee. Create a coffee for everyone
but not like anyone, dedicated to those who appreciate the rich
flavour, the differences and the details. For those who pay the due
respect to every single coffee of the day!
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11. Products
At Home
• Antica tradizione
• Espresso Napoletano
• Aroma di Napoli
• Aroma Gold 100%
• Aroma Classico
• Aroma Intenso
• Decaffeinato
• Kimbo Filtro
Away From Home
• Espresso Elite
• Espresso Bar
• Kimbo Bio Organic
• Kimbo Cream
• Great Choice
• English tea
• Collection
At The Office
• Espresso
• 100% Arabica
• Decaffeinated
• Pod machines
• Lemon Tea
• White Drink
• Barley Coffee
• Capsule machines
• Vending
Kimbo offers different kinds of products to meet as well
as possible customers' needs.
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12. 12
The Chelsea Club and Euphorium Bakery of London, the Buddha Bar and
Alsace in Paris and the Teatro alla Scala in Milan, the historic “Gran Caffè”
coffee shop in Capri as well as the famous “La Caffettiera” in Naples.
Kimbo coffee is becoming famous for being the exclusive coffee of
unique places with charm and appeal. There is also the collaboration with
the well known chef, Filippo La Mantia who has made Kimbo coffee a star
in his restaurant and in the Majestic hotel in Rome. Today Kimbo is present
in over 40 countries: Germany, Belgium, Canada, Australia, USA and Russia.
It is also one of the most imitated products in the world and for this reason
Kimbo wants to learn how to recognize the original: “espresso coffee with
flavour of Made in Italy”.
Kimbo In The World
13. ConclusionsKimbo grew a lot in the last years. Presently, Kimbo is the second
Italian coffee producer and is expanding internationally. Keeping
alive the Italian traditions, Kimbo already arrived in United States
and Japan.
The link with the past is a force of the brand, but the company
must face new consumers’ preferences. The bigger threat for
Kimbo arrives from the globalized market: new corporates like
Starbucks or Costa, are expanding all the world, particularly in big
cities. These brands want to spread a new concept of “coffee
drinking”. A partnership with one of these corporates would be an
opportunity to the brand to grow. In this way Kimbo could extend
in the global markets.
At last, Kimbo S.p.A can still grow and this is possible if Kimbo will
give the attention to new consumers’ trends and with a good
interpretation of the globalised market.
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