Illy's success is attributed to its winning marketing mix of offering a high quality product, selling at the right price, distributing through suitable channels, and promoting using education. Key aspects include a unique coffee blend, cafes agreeing to serve only Illy, training programs, and strategic acquisitions to strengthen the brand globally. Lessons include focusing on quality, innovation, and market segmentation to produce tailored products for different cultures.
All aspect of strategic management of Stabucks.
If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.
A case study on Nespresso which will give you a rough idea about 'Craft Brand Positioning'. The reference of this presentation is from chapter 10, 'Crafting the Brand Positioning' from the marketing book, Kotler Keller.
In this report we will discuss about Phase– Introduction, Introduction of a Company, Brief History, International / National Introduction, Vision, Mission, Core Values, Goals, Nature of Business, Type of Ownership, Identify Key Players and Roles, Organizational Hierarchy, Location(s) of Facility, Number of Technical Employees, Products / Services (single product), Phase– EXTERNAL ANALYSIS, Natural Environment:, Natural Resource Coca Cola need, Present and Future needs of Natural Resources, International Arrangement of Water, Issues they face during arranging and managing, Task Environment: Porter’sForces Model, When (situation), Why (objective / reasons), How (process), who (participants), Issues faced, In what format they collected the data of Porter’s Analysis, What benefits they get from conducting PORTER’s Analysis, Societal Environment: PESTEL Analysis, Phase– Internal Analysis: Organizational Perspective, Vision / Mission / Core Values (discuss separately), Vision, Mission, Core Values, Organizational Policies, CLIMATE CHANGE POLICY, CODE OF BUSINESS CONDUCT(INTEGRITY IN THE COMPANY), GUIDANCE FROM CORE COMPLIANCE OFFICER, ENVIRONMENTAL POLICY, HUMAN RIGHTS POLICY, POST-CONSUMER PACKAGING WASTE MANAGEMENT POLICY STATEMENT, Organizational Culture, How Policies and Core Values are helping in developing culture in their organization (examples), What Factors are Influencing their culture and How, Through what method(s) keep the culture alive, Organizational Structure, Degree to which organizational design elements exit in company structure , Core competencies, What are the company-wide core competencies, Which and How capabilities are linked with each core competency, Which and How resources are linked with each capabilities, On the basis of market analysis (Phase ), evaluate each core competency through Criteria Matrix, Coca - Cola Porter's Value Chain Analysis, Inbound Logistics, Operations, Outbound Logistics, Sales and Marketing, Service, Strategic Objectives, WE FOCUSED ON DRIVING REVENUE AND PROFIT GROWTH, WE INVESTED IN OUR BRANDS AND BUSINESS, WE BECAME MORE EFFICIENT, WE SIMPLIFIED OUR COMPANY, Current Strategies (to achieve above objective) (combination of strategies / single strategy for each objective), Corporate Level Strategies, Business level strategies, Functional level strategies, Financial Strategies, Identify Rival Firms: PepsiCo, PepsiCo’s Strengths (Internal Strategic Factors), PepsiCo’s Weaknesses (Internal Strategic Factors), Opportunities for PepsiCo (External Strategic Factors), Threats Facing PepsiCo (External Strategic Factors), Objectives of PepsiCo, PepsiCo’s Generic Strategies, SWOT Analysis , Phase– Gap Analysis & Recommendations, External Analysis, Internal Analysis
All aspect of strategic management of Stabucks.
If you would like to download these slides, send me via: nguyenpuyen91@gmail.com with your purpose of download.
A case study on Nespresso which will give you a rough idea about 'Craft Brand Positioning'. The reference of this presentation is from chapter 10, 'Crafting the Brand Positioning' from the marketing book, Kotler Keller.
In this report we will discuss about Phase– Introduction, Introduction of a Company, Brief History, International / National Introduction, Vision, Mission, Core Values, Goals, Nature of Business, Type of Ownership, Identify Key Players and Roles, Organizational Hierarchy, Location(s) of Facility, Number of Technical Employees, Products / Services (single product), Phase– EXTERNAL ANALYSIS, Natural Environment:, Natural Resource Coca Cola need, Present and Future needs of Natural Resources, International Arrangement of Water, Issues they face during arranging and managing, Task Environment: Porter’sForces Model, When (situation), Why (objective / reasons), How (process), who (participants), Issues faced, In what format they collected the data of Porter’s Analysis, What benefits they get from conducting PORTER’s Analysis, Societal Environment: PESTEL Analysis, Phase– Internal Analysis: Organizational Perspective, Vision / Mission / Core Values (discuss separately), Vision, Mission, Core Values, Organizational Policies, CLIMATE CHANGE POLICY, CODE OF BUSINESS CONDUCT(INTEGRITY IN THE COMPANY), GUIDANCE FROM CORE COMPLIANCE OFFICER, ENVIRONMENTAL POLICY, HUMAN RIGHTS POLICY, POST-CONSUMER PACKAGING WASTE MANAGEMENT POLICY STATEMENT, Organizational Culture, How Policies and Core Values are helping in developing culture in their organization (examples), What Factors are Influencing their culture and How, Through what method(s) keep the culture alive, Organizational Structure, Degree to which organizational design elements exit in company structure , Core competencies, What are the company-wide core competencies, Which and How capabilities are linked with each core competency, Which and How resources are linked with each capabilities, On the basis of market analysis (Phase ), evaluate each core competency through Criteria Matrix, Coca - Cola Porter's Value Chain Analysis, Inbound Logistics, Operations, Outbound Logistics, Sales and Marketing, Service, Strategic Objectives, WE FOCUSED ON DRIVING REVENUE AND PROFIT GROWTH, WE INVESTED IN OUR BRANDS AND BUSINESS, WE BECAME MORE EFFICIENT, WE SIMPLIFIED OUR COMPANY, Current Strategies (to achieve above objective) (combination of strategies / single strategy for each objective), Corporate Level Strategies, Business level strategies, Functional level strategies, Financial Strategies, Identify Rival Firms: PepsiCo, PepsiCo’s Strengths (Internal Strategic Factors), PepsiCo’s Weaknesses (Internal Strategic Factors), Opportunities for PepsiCo (External Strategic Factors), Threats Facing PepsiCo (External Strategic Factors), Objectives of PepsiCo, PepsiCo’s Generic Strategies, SWOT Analysis , Phase– Gap Analysis & Recommendations, External Analysis, Internal Analysis
The above presentation was made for my Marketing Strategy and Organization lecture. The presentation talks about Cafe Coffee Day (CCD), a national cafe chain, its analysis from Indian market's perspective. It also talks about the entry of Starbucks and its impact on CCD, and what should be CCD's strategy.
these presentation was made by Georgian-American University students for Mgmt mid-term, it covers coca colas Environment,Organizational Culture,SR an Ethics,Organizational Strategies,Organizational Structure and Design And HR Mgmt
Starbucks has evolved from a mere seller of coffee products to a full-fledged chain “restaurant”, offering not only coffee products but also other beverages, foods, and merchandise.
Starbucks is still a global leader in the coffee shop chain business
Introduced an online app making it more convenient for customers to locate stores and place orders
Starbucks slogan of “Uniquely Starbucks” continues to play a huge role in company’s success
We analyzed the Nespresso Business Model through the framework provided by Teece - Business Model, Business Strategy and Innovation (2010) and through the Business Model Canvas tool by A. Osterwalder and Y. Pigneur. Moreover, we provided a future generation of the business model to led the company maintain the competitive advantage in a growing competitive market.
The above presentation was made for my Marketing Strategy and Organization lecture. The presentation talks about Cafe Coffee Day (CCD), a national cafe chain, its analysis from Indian market's perspective. It also talks about the entry of Starbucks and its impact on CCD, and what should be CCD's strategy.
these presentation was made by Georgian-American University students for Mgmt mid-term, it covers coca colas Environment,Organizational Culture,SR an Ethics,Organizational Strategies,Organizational Structure and Design And HR Mgmt
Starbucks has evolved from a mere seller of coffee products to a full-fledged chain “restaurant”, offering not only coffee products but also other beverages, foods, and merchandise.
Starbucks is still a global leader in the coffee shop chain business
Introduced an online app making it more convenient for customers to locate stores and place orders
Starbucks slogan of “Uniquely Starbucks” continues to play a huge role in company’s success
We analyzed the Nespresso Business Model through the framework provided by Teece - Business Model, Business Strategy and Innovation (2010) and through the Business Model Canvas tool by A. Osterwalder and Y. Pigneur. Moreover, we provided a future generation of the business model to led the company maintain the competitive advantage in a growing competitive market.
This is a template that MBA or undergraduate business students can use for case study presentations for class or case competitions. It's bare bones, meant to explain the flow of information and suggest some frameworks to use to discuss the problem in a case.
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Se la presentazione ti è piaciuta scarica l’ebook gratuito, un ottimo punto di partenza per migliorare rapidamente le tue presentazioni.
The 2013 Deloitte Undergraduate Case Competition challenged students to develop strategy, technology, and human capital recommendations for MAD HATS, a company that donates a hat to a person in need for each hat purchased by one of their customers.
Franchising would seem a natural entry mode for Starbukcs, but the chain sometimes owns the shops even abroad. What could be the explanation?
Franchising has been part of the growth strategy for almost every restaurant chain in the world, including McDonald's, Dunkin' Donuts, Subway, and KFC. Franchising allows chains to open more locations, faster and with fewer costs for the company.
1 It's a system that has allowed McDonald's to open more than 37,000 locations 2 and Subway to open more than 44,000 restaurants worldwide. 3 And there are more than 62,000 frachised 7-11 shops around the World. 4However, despite having more than 24,000 locations worldwide, Starbucks has refused to franchise its standalone stores. Starbucks built a company-owned business strategy.
5To understand why Starbucks does not consider franchise, we need to understand the disadvantages of giving franchise. Here are a few key disadvantages:
6Decreased net receipts. You’ll make less than that of a company-owned store since you’ll only collect a royalty, which is a small percentage of the unit revenue.
7Independence of franchisees. The franchise owners aren’t your employees, and you don’t have direct management control.
8Difference in required business skills. You may have a different management style than the franchise owners.
9Costs can be high. The upfront investment to franchise your business can be substantial.
10As I said before, Starbucks built a company-owned business strategy.
This strategy gave them a chance to benefit from their partner’s entrepreneurship. They took advantage of stock options to encourage entrepreneurship, which worked well. 11 For example Frappuccino was developed by one of their store managers. They've gotten big, but They've stayed small-keeping their intimacy with their staff and customers. But if they were franchised they might not have the kind of local owners that have innovative minds
12There are a lot of advantages to the company-owned model. Starbucks created universal company values. They read the marketplace and turned on a dime. As a company-owned business, they did that. But if they are a franchised company, it is hard to made quick adjustments because there's an extra level of people in the business that they have to basically pass all the decisions through. And that can make these kinds of transitions harder. 13Being company-owned also allowed them to find significant new revenue sources without having to worry whether they might compete with your franchisees' businesses. They've created a major new revenue sources by selling bags of Starbucks coffee, bottled Starbucks coffee drinks and Starbucks ice cream in supermarkets. But imagine if they were a franchise. It would be difficult to sell products in supermarkets because most franchisees probably would see that as competition and they would not like it. In a franchise situation, there are a lot of prohibitions on territoriality and exclusivity.
The paper describes how Dok Dall'Ava Spa was able to reinvent its business model around a brand image that could differenciate its products to those of the San Daniele Consortium.
Includes synopsis of the case along with the solutions to all the problems they were facing in U.S. market. The case ends with lots of confusion, regarding brand visibility etc.. Presentation incorporates all the recommendation and solution to all of their problems in different markets with a new brand tagline.
Bialetti Caffe: What a coffee should be
New creations are always whipped up from a company that provides the best solution for ‘what the best espresso’ should be.
Bialetti Caffe, a company established to cater to both the clients’ personal and business needs, certainly has what it takes to provide a unique solution/design concept deemed beneficial to a lot of coffee buffs. Let us take a closer look at Bialetti’s finest…
Imported coffee. We offer the highest quality of coffee beans which lend the distinctly unique taste of ‘what a coffee should be.’ To cater to the needs of clients, we import Saquella Italian coffee beans and pods. Bialetti coffee beans are perfectly roasted in small batches to ensure its great aroma, flavor, and freshness.
Innovative flavored coffee. Bialetti coffee takes into account the essence of syrups to enhance your coffee tasting experience. We offer top quality French Gourmet Syrups – 1883 de Philibert Routin syrups with its wide range of flavors to enhance the taste of your coffee.
State-of-the-art line of coffee machine products. We are the exclusive distributor of top of the line Italian coffee machine products which include Grimac Italian Semi Automatic & Pod Espresso Coffee Machines, Grimac Grinders, Grimac Water Softerners, Saeco Automatic Espresso Coffee Machines, Bravilor Coffee Brewers, Chocolate Fondue Fountains, heavy duty blenders, barista espresso supply and other coffee equipment and accessories.
The Bialetti Standard. Bialetti Caffe puts much importance in providing the best quality of products and maintains a high-level standard of performance with the best technical engineering services needed for clients’ convenience. Bialetti indeed embraces a reputable international quality standard.
Barista Training – the Bialetti way. Customer satisfaction is always a top priority as far as Bialetti Caffe is concerned. We conduct seminars, orientation, and barista training – adopting a modern approach to teach comprehensive ‘Coffeology’ course with detailed information on coffee history, coffee recipes and instructions in operating a successful coffee business. Bialetti believes that the best training is well-executed through the use of high quality machines. Hence, quality learning is brewed from quality methods and equipment.
Business Ventures. Bialetti’s technical skills and marketing knowhow acquired from extensive training both here and abroad certainly make up what it opts to offer in terms of business opportunities. With a team of well-trained and efficient baristas backed by state-of-the-art tools and equipment, Bialetti promises to set up reliable and quick coffee bar counters, carts, and kiosks for clients to benefit from. In fact, we provide coffee shop designs and coffee business concepts including the training of staff and its operational management, consultation services and other customer-oriented services useful in achieving successful business ventures. Also, we provide the needed machine service and preventive maintenance on your coffee equipment.
So, in case you want to know ‘what a perfect coffee should be,’ always go with the trusted name in barista training – Bialetti Caffe where coffee solutions are completely brewed to suit your coffee needs.
Strategic analysis of unilever (USLP 2012-2013)Roukaya Issaoui
This paper provide a brief analysis of the competitive environment of Unilever then a strategic analysis of Unilever and it’s position in each industry.
Larò - finest italian food online Store | Presentation our Italian Companylarofood
Larò products are the result of a
long selection process in which our
principal objective is to bring to the
table a product prepared with wisdom,
craftsmanship and tradition, respectful
for man and the environment. We,
at Larò, have a vision: to make sure
that the many culinary excellences,
typical of the Italian territories, are
known and consumed even outside
our national borders; served on every
table as a distinguished product,
accompanied by personalized
services tailored to the individual
client. We want to bring to your table
and into your life an important piece
of Italian craftsmanship and quality
at an affordable price because, we
believe that the quality of food and
the accessibility of an ever growing
audience to wholesome food products
is a fundamental value to cultural
growth and an improvement on the
quality of life.
A close look at the social media landscape to China and what does it mean to the wine trade. Also, bringing up the wine education, the main players, and brief descriptions.
世界第一餐厅 Oseria Francescana的夏日酒店,一文全有。
To understand the wine selecting philosophy of Osteria Francescana. If the food is not affordable, at least lets drink a bottle of their wines. Article in Chinese
Key Features of The Italian Restaurants.pdfmenafilo317
Filomena, a renowned Italian restaurant, is renowned for its authentic cuisine, warm environment, and exceptional service. Recognized for its homemade pasta, traditional dishes, and extensive wine selection, we provide a true taste of Italy. Its commitment to quality ingredients and classic recipes has made it a adored dining destination for Italian food enthusiasts.
Piccola Cucina is regarded as the best restaurant in Brooklyn and as the best Italian restaurant in NYC. We offer authentic Italian cuisine with a Sicilian touch that elevates the entire fine dining experience. We’re the first result when someone searches for where to eat in Brooklyn or the best restaurant near me.
At Taste Of Middle East, we believe that food is not just about satisfying hunger, it's about experiencing different cultures and traditions. Our restaurant concept is based on selecting famous dishes from Iran, Turkey, Afghanistan, and other Arabic countries to give our customers an authentic taste of the Middle East
Roti Bank Hyderabad: A Beacon of Hope and NourishmentRoti Bank
One of the top cities of India, Hyderabad is the capital of Telangana and home to some of the biggest companies. But the other aspect of the city is a huge chunk of population that is even deprived of the food and shelter. There are many people in Hyderabad that are not having access to
Ang Chong Yi Navigating Singaporean Flavors: A Journey from Cultural Heritage...Ang Chong Yi
In the heart of Singapore, where tradition meets modernity, He embarks on a culinary adventure that transcends borders. His mission? Ang Chong Yi Exploring the Cultural Heritage and Identity in Singaporean Cuisine. To explore the rich tapestry of flavours that define Singaporean cuisine while embracing innovative plant-based approaches. Join us as we follow his footsteps through bustling markets, hidden hawker stalls, and vibrant street corners.
Ang Chong Yi Navigating Singaporean Flavors: A Journey from Cultural Heritage...
Illy cafe-and-illy-group a case study
1. LOGO
Maria Stefanou (stefanou.maria90@gmail.com)
Hoang Pham Hai (hoang1188@gmail.com)
Lui Lan (vinifera.lui@gmail.com)
Buru Meressa Abraha (meressa25@yahoo.com)
Achamyeleh Dagnaw (achea.dag@gmail.com)
Illy Cafe and Illy Group Case
2. winning mix of Illy's marketing activities
the right product
• single, unique, perfect blend of coffee with consistant taste cup after
cup, year per year
• 100% Arabica beans, the compony employed a master blender
(liquorer)
• three main products: espresso and cappucino products, brewed coffee
(U.S.A), moka pot (morning italian habit)
plus 3-klg tin of coffee beans for commercial use (novel packaging
technique)
• E.S.E espresso pods and E.S.E compatible espresso machine, Metodo
Iperespresso (next generation espresso capsule technology)
• In 2005 exept from its niche product line Illy Cafe formed a new entity,
Gruppo Illy SpA, provides also premium food products: tea, chocolate,
candied fruit,wine
• ''Illy Issimo line'' (ready-to-drink product)
3. winning mix of Illy's marketing acrivities
sold at the right price
• Illy makes one brand, best in the world but is an accessible luxury for
millions
''It's like making a Ferrari, but not making any cheaper version of the
same car''
• price relatively higher than its competitors but this is compensated by
high quality products, innovation, focus-on-education orientation
offering high levels of expirience to the customers
4. winning mix of Illy's marketing acrivities
in the right place
• away-from-home market:
I. Illycaffe's market consisted of franchising: ''espressamente illy cafes''
(230 espressamente illy cafes in 34 countries on 5 continents),
restaurants and hotels
II. Illycaffe aligned itself with coffee shops such as Greco Cafe (San
Francisco),
Cafe Nineteen in Atlanta (Georgia)
III. 25% U.S. retail stores including stores such as Willians-Somona, Sur La
Table, Whole Foods⃰ (upscale locathion)
IV. 800 Safeway Stores selected by Illy (because their customers were
predisposed to quality)
• Italy and abroad: cafes agreed to serve illy exclusively (program Artisti
del Grupo)
5. winning mix of Illy's marketing acrivities
using the most suitable promotion
• 1999 Universita del Caffe: training and educational activities, courses
for the consumers, tasting events, coffe-themed dinners
• North America: ''experiential marketing'' a complete coffee experience
(Soho New York art gallery: art and shop combined with coffe
seminars)
• e-store at illyUSA.com (illy offered a coffe machine for a subscribtion of
coffe)
• Safeway stores's illy team members (helped retailers develop an
effective program in terms of product and solutions for teaching
consumers how to make better coffee at home)
• partnership with Williams-Somona offering sessions on coffee at shops
with training facilities
6. winning mix of Illy's marketing acrivities
using the right people and processes
• people: thrigh generation of managers with common goals
ethical dimention of the company (the brand had to be designed and
created on the basis of a promise given to the consumer)
focused on investment in research and innovation
endless pursuit of quality
• process: for illy the delivery of its services its integral part for its success
what illy offers to customers in beyond product itself is experience, is
lifestyle
7. Illy's strategy to challenge assignments in
the Global Market
Illy has involved into a global brand
I. By targeting the right markets, areas of business and line of products
understanding different ethic and cultural segments
U.S.→highly developed consumers-at-home segment (brewed coffee)
South Europe→highly developed coffee bar culture (cafes serve Illy
exclusively)
Italy→moka pot coffee (Italian's morning habit)
8. Illy's strategy to challenge assignments in
the Global Market
Illy has involved into a global brand
II. By choosing to invest heavily in quality and in scientific and
technological innovation and education
quality: Illy pay Brazilian producers a higher premium if their product
matches their high standarts (a clear example of growing the pie
larger)
scientific and technological innovation: innovative shipping containers,
bi-chromatic system detecting and eliminating beans that do not meet
color standarts, qualified technologies to control all aspects of
production, collaboration with universities and scientific centers
education: a fontamental Illycaffe and Groupo Illy's strategy was the
Universita del Caffe
9. Illy's strategy to challenge assignments in
the Global Market
Illy has involved into a global brand
III. By enlisting artist and designers to produce beautiful espresso machines
and cups
''The Illy brand has always been assotiated with the arts'' said Fea
Soho New York art gallery helped to built the brand by using publing
relations efforts and experiential marketing over traditional advertising
IV. By charging higher price in partnership with Coca-Cola
Ilko Coffee International, bringing a line of Italian ready-to-dring
products entered in a dominated by Japan market (with three-
quarters of the global market) and in one year achieved 30% market
share globaly
''we are not company that makes rash desitions when it comes to our
coffee''
10. Illy's strategy to challenge assignments in
the Global Market
Illy has involved into a global brand
V. By following strategic acquisitions:
40% share in Agrimontana, 80% share of Domori, a stake in Damman
Freres and in Mastrojanni
reinforce positioning on the top quality segment
strengthen internationalization
facilitate the procedures and reduce costs for distribution and
organization
long-term growth oriented by acquistion & cross selling
11. Illy and Nespresso's marketing strategy
Simillarities
Both focused on high-quality coffee experience.
Having stores at the best locations.
Sharing their knowledge (not an act of charity but a business model)
Differences
Illy also offers open products like E.S.E. (easy serving espresso)
Whereas, Nespresso has been following a closed strategy. Its coffee
capsules or pods are restricted to be used only by its own coffee
machines.
12. Illy and Nespresso's marketing strategy
Differences
When Nespresso is a part of Nestle group then Illy has acquired a share
in small companies (in order to reduces risk, divers portfolio…etc).
Therefore, Nespresso can use resources from Nestle while Subsidiaries of
Illy are able to use resources and sharing technology from Illy in term of
building sustainable capability and competences.
Nespresso “seems” to focus on promoting their brand by using
social media and digital marketing.
Nespresso has a huge plan as its advertising campaigns are concerned
mainly by using star's endorsment and George Clooney as an
Ambassandor
13. Illy and Nespresso's marketing strategy
Differences
On the other hand, Illy believes that in order to really convert a consumer
in drinking Illy, they need to actively engage them. The company
launched plenty of projects, in which customers can try the Illy coffee
(or machines) then assosciated members talk to them a little bit and
educate them about the coffee.
Distribution:
Nespresso: focus on certain channels (e-shop)
Illy: many different channels.
Price:
Nespresso is really expensive compare with Illy.
14. lessons can be learned from Illy case
A strategic planning based on corporate's culture increases loyalty
between the company and its customers
By investing in quality, education and scientific and technological
innovation strengthens your brand and your corporate value
Market segmentation and targeting are of paramount importance for
producing tailored-made products fitting in the markets needs and
tendencies
A loylty relationship with your suppliers, avoiding middlemen, save you
more money to invest in other sectors
A long-term plan helping you to avoid obstacles and diversify when it
is required by creating the right partnerships
''we don't make coffee, we deliver the passion for quality lifestyle
and expirience''
15. suggestions for Illy's future marketing
activities
Illy is tagged along with fine dining
suggestion: collabotation with premium-beer and fine-wine companies in
order to bring its customers a full-proof experience
The illy brand has always been assotiated with arts
suggetion: new progects as for illy to discover the artists who will be the
great masters of futeres
There is always room for further expansion
suggetion: long-term planning for potetional markets illy could invest
Illy is constantly focused in research and its braning
suggestion: should keep following its uncompromising quest to provide the
perfect coffee, from bean to cup
The is no doupt illycaffe is a lucrative business that pursues excellence.
16. the huge success of italian companies in
the Global Market
Main reasons:
Reducing lack of Consumers Awareness
Focus on History and Art
"Coffee isn't grown in Italy, so why should we buy Italian coffee?”
Italian coffee companies as Illy, Lavazza have overcome this obstacle by
stressing their commitment to quality, tradition, years of experience as
master roasters and dedication to the "art" of authentic Italian
espresso. For example:
17. the huge success of italian companies
in the Global Market
In case of Illy, by 2010, there were 230 espressamente illy cafés in 34
countries on 5 continents. Each café provided “an authentic Italian
coffee experience starting with its design where the art of Italian café
culture meets the love of all things beautiful. In other words, the
''ultimate coffee experience''.
Or with Lavazza, the company has catchphrases, illustrate this marketing
strategy: "a century in a cup" and "a world of experience." Lavazza uses
the slogan, "For more than 100 years, Danesi has meant coffee with
passion, dedication and excellence.” or : "Danesi Caff means history,
tradition and quality." By contrast, many U.S. roasters have only been
in business for about 10 years-not long enough to make these claims.
18. the huge success of italian companies
in the Global Market
Creating a Recognizable Brand
The biggest challenge faced by Italian coffee companies is creating a
recognizable brand. Breaking into the psyche and behavior of
consummers takes time. Those companies being willing to put in the
effort to educate distributors and consumers, the reward is an increase
in market share. Italian coffee companies have extended their brand
image in the United States by opening caffe. Illy Caffe and Lavazza
Caffe are two examples. Lavazza caffe have been particularly helpful
in building market share and creating brand awareness for Lavazza
coffee in middle America. Segafredo is unique in that it offers
franchises.
19. the huge success of italian companies
in the Global Market
Creative marketing is also an important element of success for Italian
companies. Many companies make point-of-sale items, ceramic cups
and accessories available to their distributors and customers. These
items reinforce their brand and the rich tradition of Italian coffee. Illy
Caffe is one such company. In addition to its distinctive logo cups, the
company offers signed and numbered limited-edition cup collections
designed by famous and emerging artists, including Jeff Koons and
James Rosenquist.
20. the huge success of italian companies
in the Global Market
Expanding Total Market Demand
Coffee competition has caused a few of the major coffee producers to
diversify the distribution channels such as vending machines and home
or espresso office-machines (e.g. espresso machines 'My Way' Lavazza
or 'Nespresso' Nestlè).
Developing Blends to Suit customer Tastes, that is a success story of
Lavazza. They offer a full line of products, including espresso, filter
coffee, pods and even Rainforest Alliance-certified coffee that appeals
to the American audience. Lavazza has not changed its blends for the
American market but has added new blends to suit American tastes.
Expanding into the Ready-to-Drink Canned Coffee Product. A story of
Illy in Japan is an example.