Ch. 18 - Social media and Marketing

Recently the Lavazza brand decided to make a sharp investment in digital media development. The company has different social media channels, which are mainly used for the promotion of their products. The most important digital platform is Facebook (943,420-page likes), followed by Instagram (65,000 followers), Twitter (17.000 followers) and YouTube (15.000 subscribers). ­

Ch. 8 - Segmenting and Targeting Markets

Segmenting and Targeting Markets

Geographic Segmentation - Lavazza company is present in over 90 countries through subsidiaries and an extensive network of distributors.

Demographic Segmentation - Lavazza brand targets its products to both generations, younger and older.

Psychographic Segmentation - Lavazza’s target market is identified by lifestyle and motives. Most customers choose their products because they like to follow the prestige of the label ‘’Italian espresso coffee’'.   

Ch. 15 - Marketing Communications

In 2018 Lavazza company won the “Superbrands Award” for owning excellent communication skills. The company relies on an integrated marketing communication that puts people at the center. The Lavazza brand develops strategy communication with its customers by using investing in different media channels like; TV, paper magazines, and web, etc.  

Ch.10 - Product Concepts

Lavazza brand is business since 1895, its name is well-known for the excellence of Italian coffee. Over the past years, the firm has changed and introduced new product items, lines, and mixes to take advantage of marketing requests. Lavazza company offers its customers the following products: ground coffee blends, coffee machines, coffee capsules, and coffee solutions for businesses.

Ch. 17- Personal Selling and Sales Management

Lavazza coffee products can be found in Italy in different restaurants and coffee shops. Meanwhile in the United States Lavazza brand made a partnership with Italian selected restaurants and enfranchising stores.  For example, in New York ''Cipriani'' a luxury brand of restaurants and hotels serves to its customers Lavazza coffee. Therefore, every customer can recognize Lavazza coffee as a prestigious and selected product of Italy.

Ch. 16 - Advertising, Public Relations and Sales Promotion

‘’Born Social in 1895’’ new advertising that celebrates the excellence of Italian coffee as a connector factor to people’s socialization.  In fact, Luigi Lavazza has always stated, “Coffee isn’t just something to drink, it’s not just a coffee, it’s a way for us to get together.”

Ch. 14 - Retailing

Lavazza company has more than 209 worldwide distributors and 4000 partners. Lavazza ground coffee can be purchased in the most well-known stores and supermarkets like Target, Walmart, Duane Read, and many others. Meanwhile, Lavazza’s espresso can be consumed by a customer directly in selected Coffee stores or restaurants.

Ch. 6 - Consumer Decision Making

Every Lavazza’s consumer is affected by conscious motives such as the high quality of the product that performs important label of ''Made in Italy''. Customers who choose to drink Lavazza coffee, are willing to pay a good amount of money in exchange of authenticity of the real Italian espresso taste. 

Ch. 5 - Developing a Global Vision

For four generations Lavazza has been synonymous with Italian coffee throughout the world. This status however, has not prevented the company from continuing to pursue sustainable growth in international markets. Therefore, Lavazza initiated a collaboration with ‘’Interbrand’’ to develop a global branding strategy, by positioning their product in different countries. 

Ch. 4 - The Marketing Environment

Italian multinational brand Lavazza coffee operates in over 50 countries and a brand message is translated in 40 languages. This factor relies on integrated communication that puts people at the center. The target audience for Lavazza coffee ranges from young to old, from rich to middle class.

Ch. 11 - Developing and Managing Products

ISSpresso - is the coffee machine that brings espresso to space, redefining the boundary between science fiction and reality. This allows astronauts to drink the espresso in orbit.

Lavazza compostable - a capsule capable of turning into a no waste because everything becomes compost, a natural fertilizer for the soil.

Ch.3 - Ethics and Social Responsibility

The Lavazza Foundation focuses on enhancing the skills of farmers and their organizational structures. Project interventions relate to the whole value chain: marketing production, food safety, diversification of production, adaptation to climate change, and issues related to the enhancement of the role of women and young people.

Ch. 2 - Strategic Planning for Competitive Advantage

SWOT Analysis Lavazza

S - Services in over eighty countries; Good Reputation among customers; Excellent quality coffee;
W- More expensive than most coffee brands;
O - New technologies; Lower personal taxes; Expand in new countries; Can diversify in the tea beverage segment;
T- Threat from existing coffee chains and fast food outlets.

Ch. 1 - Overview of Marketing

''The history of Lavazza is that of a business which, for over 120 years, has pursued a company vision based on passion for work, for the product and the land in which it operates. These values have been ingrained in Lavazza’s DNA since its foundation, and upheld by generations of entrepreneurs ''