LAVAZZA

BRANDBRAND 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.

FollowFollow…nowadays San Tommaso 10 where Luigi Lavazzastarted his business is the first and unique Lavazza café.

1894 2007While the current headquarter is in Corso Novara in Torino, and main production plants are also located in the Piedmont area.

ORGANIZATIONORGANIZATIONLavazza is a family run company. Today is lead bythe fourth generation of Lavazza’s family:

• GIUSEPPE chief marketing

• MARCO chief executive • FRANCESCA chief corporate image

• ANTONELLA chief executive

MISSIONMISSIONLAVAZZA’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

QUALITYQUALITYFor 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 CULTURECOFFEE CULTURE

Lavazza attempts to spread and improve the knowledgeabout coffee following two ways:

• Training Centre: is a service which allows, attending aspecific course given by Lavazza’s specialist staff,to become a Lavazza coffee expert.

• Coffee Magazine: is an online magazine which, with thegeneral information, such as beauty, health, arts, cinemaexc. speaks about the world trendiest cafés too.

PRODUCTSPRODUCTSLAVAZZA offers a complete range of products thatcan satisfy all palates, consumer habits and coffeepreparation method.THE PRODUCTION can be divided into threedifferent categories:

HOME AWAY FROM HOMEBRAND

STRETCHING

HOMEHOMELavazza offers his consumers a great variety ofcoffee 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 HOMEAWAY FROM HOME

Supporting the idea that coffee is a pleasure thatshould 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 STRETCHINGBRAND STRETCHING

Lavazza is not only coffee…is also:

• ESPRESSO CUPS

• ICE CREAM

• COFFEE MACHINE

COFFEE MARKETCOFFEE MARKETCoffee’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…

DISTRIBUTIONDISTRIBUTION• 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.

ADVERTISINGADVERTISINGLavazza 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 ABROADCOMMUNICATION ABROAD

The communication abroad started in 1978 with:• TELEVISION SPOT• RADIO SPOT• ADVERTISING POSTER• CALENDAR

SOCIAL RESPONSIBILITYSOCIAL RESPONSIBILITY

Economic development, environmental protection andrespect for individual and different cultures have alwaysbeen constant values for the Lavazza family.It supports many charity international organizations:• Save the children• Tierra project• International coffee partners• Lavazza FoundationBut also in a local level Lavazza works to assist thePiemonte region supporting cultural activities.

INTERNATIONAL INTERNATIONAL COFFEE PARTNERSCOFFEE 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