Transcript Diapositiva 1

BRAND
is a classic brand well-known all over the world.
Its LOGO has changed shape and colour in the long run, however
keeping the founder’s name.
THE STORY SO FAR…
…Lavazza was founded in the 24th march of 1894 by
Luigi Lavazza who scraped together the sum of 26000
lire to buy an old grocery shop in the heart of Torino and
went into business by himself. The shop sold a bit of
everything and also produced soap, spirit, oil, spices
and of course coffee. But the demand of this product
was limited due to high costs so it was an elite product.
Follow
…nowadays San Tommaso 10 where Luigi Lavazza
started his business is the first and unique Lavazza café.
1894
2007
While the current headquarter is in Corso Novara in
Torino, and main production plants are also located in
the Piedmont area.
ORGANIZATION
Lavazza is a family run company. Today is lead by
the fourth generation of Lavazza’s family:
• GIUSEPPE chief marketing
• MARCO chief executive
• FRANCESCA chief corporate image
• ANTONELLA chief executive
MISSION
LAVAZZA’s mission is to spread the aroma and
quality of Italian espresso around the world.
Reaching this aim is possible thanks to:
• Experience established over more than a
century of activity
• Product’s QUALITY recognised throughout
the world as the symbol of Italian espresso
• The use of the finest raw materials
• The use of the advanced technological
resources
QUALITY
For Lavazza QUALITY isn't “controlled” but “developed”,
through a strict system of procedures overseeing the
selection of the beans, proper roasting, assembling the
right blend and putting their products in packages that
are meant to last.
This path, which they have long adopted as the company
philosophy, improves every day through direct contact
with the market. Today, it has also made a major step
with the certification that Lavazza’s Quality
Management System complies with ISO 9000 standards.
Lavazza continues its path of excellence by promoting the
COFFEE CULTURE of Italian espresso
COFFEE CULTURE
Lavazza attempts to spread and improve the knowledge
about coffee following two ways:
• Training Centre: is a service which allows, attending a
specific course given by Lavazza’s specialist staff,
to become a Lavazza coffee expert.
• Coffee Magazine: is an online magazine which, with the
general information, such as beauty, health, arts, cinema
exc. speaks about the world trendiest cafés too.
PRODUCTS
LAVAZZA offers a complete range of products that
can satisfy all palates, consumer habits and coffee
preparation method.
THE PRODUCTION can be divided into three
different categories:
HOME
AWAY FROM HOME
BRAND
STRETCHING
HOME
Lavazza offers his consumers a great variety of
coffee types.
Everyone is different from each other for:
• Percentage of arabica
• Roasting process: development of the
characteristic taste and aroma of the beans
• Coffee beans origin
AWAY FROM HOME
Supporting the idea that coffee is a pleasure that
should be enjoyed at all hours and place,
Lavazza allows his consumers selling coffee
tabs and placing coffee machine in school,
offices and other public places.
BRAND STRETCHING
Lavazza is not only coffee…is also:
• ESPRESSO CUPS
• ICE CREAM
• COFFEE MACHINE
COFFEE MARKET
Coffee’s consumption is widespread all over the
world so that in the coffee market there are a lot of
competitors like:
• SEGAFREDO
• HAG
• KIMBO
• ESSE
• NESPRESSO
• ECC…
DISTRIBUTION
• At the beginning Lavazza had a local
distribution. The sale system was based on
home delivery: with a van the agents visit
potential customers.
• Today Lavazza flooded its distribution in the
international markets - in both "home" and
"away-from-home" sectors - dislocating
subsidiaries, authorized distributors and
branches located around the world.
ADVERTISING
Lavazza started a real advertising campaign in 1957 with CAROSELLO.
Lavazza’s advertise strategy is based on entertainment campaign.
The most important are:
•
Caballero and Carmencita: is a series of animated
spot which has as topic the love story between the two
puppets
•
Paradiso campaign: is the adventure among the
clouds of Paolo Bonolis and Luca Laurenti ,that with
their hilarious gags sponsor Lavazza’s coffee
COMMUNICATION ABROAD
The communication abroad started in 1978
with:
• TELEVISION SPOT
• RADIO SPOT
• ADVERTISING POSTER
• CALENDAR
SOCIAL RESPONSIBILITY
Economic development, environmental protection and
respect for individual and different cultures have always
been constant values for the Lavazza family.
It supports many charity international organizations:
• Save the children
• Tierra project
• International coffee partners
• Lavazza Foundation
But also in a local level Lavazza works to assist the
Piemonte region supporting cultural activities.
INTERNATIONAL
COFFEE PARTNERS
International Coffee Partners (ICP) is a
private sector initiative which supports
small coffee farms holder and their
families in enhancing their
competitiveness in the international coffee
market and that at the same time improves
their living conditions and protects natural
resources.
The partners are:
We hope that is not the effect of our
presentation….
…but in that case what about a coffee brake?
PRESENTATION MADE BY
MARY ZOPPI
VALENTINO PEPA
Source from: WWW.Lavazza.it