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’'. 
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