TDD 2022 - "Innovazione nel caffè: il caso di 1895byLavazza” Michele Cannone - Lavazza
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Lavazza's 1895 brand aims to democratize specialty coffee and premiumize the coffee market. The presentation outlines Lavazza's priorities and key market trends, including the growth of specialty coffee and premiumization. Lavazza's 1895 brand and products are designed to enter the "white space" opportunity in the market. The 1895 brand will use an omnichannel strategy including a dedicated online platform, collaborations in high-end office environments, and experiential retail locations to spread premium coffee culture to new consumers.
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TDD 2022 - "Innovazione nel caffè: il caso di 1895byLavazza” Michele Cannone - Lavazza
- 1. Digital afternoon Innovazione nel caffè: il caso di 1895byLavazza Lorenzo Giorda – Digital Marketing Director
- 3. HIGH-END DEMOCRATIZATION - SPECIALTY COFFEE GROWTH COFFEE TRENDS PREMIUMIZATION GROWTH – BEAN SEGMENT MARKET TRENDS LAVAZZA PRIORITIES CONSUMERS REJUVENATION - MILLENNIALS PENETRATION PORTFOLIO PREMIUMITAZION – HIGH-END PRODUCTS KEY MARKET DYNAMICS TOGETHER WITH LAVAZZA BUSINESS PRIORITIES CREATE AN OPPORTUNITY TO ENTER THE "WHITE SPACE” BACK TO BASICS - ARTISAN REDISCOVERY BEYOND PRODUCT - EXPERIENTIAL LIFESTYLE BRAND SUSTAINABILITY – RESPONSIBLE CONSUMPTION CUSTOMIZATION – DEMAND FOR CUSTOMIZATION
- 4. PREMIUMNESS INNOVATION REJUVENATION SUSTAINABILITY A GLOBAL BRAND EQUITY BOOSTER
- 5. Spread premium coffee culture “SIMPLIFY SOPHISTICATION” S US TAI NA BILI TY & BLOC KCHA IN S OLU TI ON HI G HE R QUA LIT Y & LAVA ZZA M AS TE RS ROAS TE RS “ EA SY TO A PPR ECI AT E, EA SY TO RECO GNI ZE ” O MN IC HA NNE L E X PE RI EN CE 1895 BRAND PURPOSE
- 6. ULTRASPECIALIZED PASSIONATE RENEWED EVERY 4 MONTHS SINGLE ORIGINS LOVERS RENEWED EVERY 4 MONTHS BLENDS SEDUCED CONTINUOUSPRODUCTS 1895 PRODUCTS TO DEMOCRATIZE COFFEE EXCELLENCE
- 7. FOODSERVICE OFFICES OUT OF HOME “B2B” C O L L A B O R AT I O N W I T H S E L E C T E D PA R T N E R S H I G H - E N D E X P E R I E N T I A L W O R K I N G E N V I R O N M E N T S DEDICATED ONLINE PLATFORM + DIRECT-TO-CONSUMER SALES IN PRIME LOCATIONS AT HOME “B2C” O W N E D E - C O M M E R C E P L AT F O R M 1895’s OMNICHANNEL STRATEGY 29
- 8. IN AWAY FROM HOME THE 1895 CONCEPT WILL BE CARRIED OUT ON THREE EXPERIENTIAL LEVELS FULL EXPERIENCE AMBASSADORS SELECTED LOCATIONS
- 9. FOODSERVICE OFFICES OUT OF HOME “B2B” C O L L A B O R AT I O N W I T H S E L E C T E D PA R T N E R S H I G H - E N D E X P E R I E N T I A L W O R K I N G E N V I R O N M E N T S DEDICATED ONLINE PLATFORM + DIRECT-TO-CONSUMER SALES IN PRIME LOCATIONS AT HOME “B2C” O W N E D E - C O M M E R C E P L AT F O R M 1895’s OMNICHANNEL STRATEGY 29
- 10. 1895 WHEEL Instrument to facilitate the understanding of coffee CONTENT STRATEGY Community- building on social media COFFELIER Guides the 1895 experience MACHINES AND SUBSCRIPTIONS Yield credible experiences FACTORY Experience enabler INGREDIENTS FOR THE 1895 DIGITAL PLATFORMEXPERIENCE 2 PRODUCT Immersive experience and dedicated formats 4 3 5 6 1 B E F O R E D U R I N G A F T E R COFFELIER Post experience support 7
- 11. Explore authenticity of coffee production Discovery and experience Coffee excellence Build credibility For 1895 brand Dive in the world of coffee Meet and listen to the coffee experts 1895 FACTORY OUR REASON TO BELIEVE 1
- 12. 1895 FACTORY VISIT- KEY STATIONS ORIGINS Immersive experience Involve visitors in the discovery of sourcing countries COFFEE CAVE Immersive experience Support tastings with evocative and educational images BLENDING SIMPHONY Animated infographics Understand Lavazza’s approach to blend development ART OF ROASTING Animated infographics Description of 1895’s roasting approach 1
- 13. A DIRECT-TO-CONSUMER APPROACH: FROM COMMUNITY BUILDING TO REVENUE GENERATION 2 GENERATE AWARENESS STIMULATE DEMAND CONVERT 1 2 3
- 14. CITRUS FRUIT NUTTY CHOCOLATE FLORAL HERBAL AND SPICES SWEET FRUIT 1895 SIMPLIFIED SCA WHEEL TO MAKE THE COFFEE EXCELLENCE COMPRHENSIVE SWEETNESS LOWACIDITY CITRUS FRUIT NUTTY SWEET FRUIT CHOCOLATE HERBAL AND SPICES FLORAL 1895 FLAVOR WHEEL AROMATICITY BODY SCA WHEEL …following our Italian tradition 3
- 15. Choose the aroma that you prefer 1895 WHEEL TO NAVIGATE THROUGH THE PRODUCT PORTFOLIO 3
- 18. COFFELIER: 1895EXPERTISE DELIVERED THROUGHA SINGLE CLICK Accompany the consumer though the 1895 experience and provide guidance in the coffee discovery process Support the customer in the product selection process and customer services Through the creation of a personal relationship with the customer, the coffelier helps to deliver the best possible at-home experience 6 7
- 19. Grazie!