Product and Collection Design Lavazza

Product and Collection Design

Etienne Martin. Isabeau Haelterman. Louisa Pallesen. Margot Avelange. Paulo Rivas. Varun Jagger.

Immaculate Rust

pure colours

metallic

post industrial

transparency

Looking Forward to the Past

Nostalgia. Memories. Looking back. Iconic. Tradition.

Urbanized Symbiosis

Nature. Understanding. Discovery. Adaptation. Strange. Diversity.

Central Restaurante,

Peru

Urbanized Symbiosis & Lavazza

A brief history

1895 Official foundation

1910 Pioneer in selling

coffee blends

1923 Coffee is sold

already packaged

1956 Biggest Italian coffee roaster

1980 Lavazza goes international

1989 Pre-packaged

capsules

1998 Caffe di Roma

2004 First CSR project:

Tierra

2007 Acquisition of international coffee chains

“From the late 1800s to today, we have been committed to achieving

excellence in the production of coffee.”

Kapferer’s PrismPhysique:

Blue. Strong and solid typography. Emphasis on “A”.

Personality: Italian. Innovative. Prolific.

Active. Sensual.

Culture: Italian sophistication.

Passion for coffee. Haute Cuisine. Hedonism.

Global.

Self image: Connoisseur. Dolce Vita.

Enjoy the small pleasures.

Reflection: High standards. Foodie. Authentic experience.

Relationship: Flexibility. Longtail.

Diversity.

Positioning

Origin Conscientiousness

Commodity

ConnoisseurMass Market

Market AnalysisCoffee Market!

$80,8b!

Fresh Coffee !$50,3b!

Instant Coffee!$30,5b!

• Vision: To be positioned as the undisputed leader for authentic espresso

• Ranked 10th in global hot drinks business.

• Growth attributed mainly to acquisitions.

• Realigned global strategy with focus on France, Germany, UK & USA.

Source: Euromonitor

SWOT AnalysisSTRENGTHS WEAKNESS

• Italian heritage, family owned • 95% brand awareness in home market • High quality fresh coffee

• Overexposure in Italy and Western Europe leaves it vulnerable to downturn

• Emphasis on fresh coffee has taken attention away from instant coffee and away-from-home markets.

• US market: Largest global coffee consumer; Keurig partnership & 40% increase in coffee sales for 18-34 demographic in last 10 years.

• Emerging markets ask for large volumes

• Strong competition from large groups in Hot Beverage industry (e.g. Tata Group, Nespresso, Keurig)

• Fluctuations in commodity prices, however constantly offering high quality is crucial

OPPORTUNITIES THREATS

Moodboard & Design Brief

The Service

A platform that connects exclusive and select customers with plantations of their choice

across the globe.

Thus engaging the invested customers in the creation

process of their favourite coffee which is produced for their

consumption.

!NEW SERVICE!

Complementary!!!

!GATHERING!

Connoisseurs and !environment conscious !

!

!EXPERIENCE!New and unique !

!!

!KNOWLEDGE!

Production process!!!

!PERSONAL !

Traceability!!!

!SYMBIOSIS !

Customer & Nature !!!

!VIRTUAL!

Platform!!!

!ANYTIME!

24/7 !

!

!CONNECTION !With single-origin !

region of production !!

Positioning

Origin Conscientiousness

Commodity

ConnoisseurMass Market

Target

Connoisseurs Foodies Eco-friendly

Current Activities• “50 Best Restaurants” by Restaurant

magazine • “Italian Futurism” exhibition at

Guggenheim, NYC (2014) • Interactive marketing campaign in

Manhattan • Salone del Gusto, in partnership with

Slow Food • Official Coffee of Wimbledon - 4 years • Open d’Italia Golf Tournament • London Fashion Week - 12 years. In

partnership with Holly Fulton

Brand Tie-in• Celebrating 120 years • Introduced Mono-Origin

coffees in 2014 • Lavazza Calendar 2015:

The Earth Defenders • Consumers increasingly

environmentally-conscious, curious about origins

• Increase brand engagement among a specific subset of the global market

THANK YOU FOR YOUR ATTENTION

Appendix - Q&A

• Grace: When and for how long did Lavazza’s interactive marketing campaign in NYC happen? • This campaign took place over Thanksgiving Weekend (USA), in

November 2014.

• Alice: How will this strategy differentiate Lavazza from its competitors in terms of environmental and corporate social responsibility?

• The concept is not about differentiating on this particular aspect of the company. Lavazza itself is very strong in CSR and has its own strategies to ensure that it only makes coffee sourced from fair trade and sustainable plantations. We are building on the idea of environmental responsibility while bring consumers themselves closer to the production of their coffee. By having them invest in one of Lavazza’s single-source plantations, we would be giving them the opportunity to follow the production cycle, understand who or what is involved in making their coffee, and drink the final product they are helping to create.

• Federica: What is your communication strategy for the new service? • Because we are primarily proposing a virtual platform, we would

suggest that Lavazza focus on using social media and a microsite within Lavazza.com. We also suggest using the sales of the Mono-Origin collection, in high-end restaurants and specialty shops, to further promote this new service. These are the 2 methods of communication most in line with our strategy.

• Federica (Comment): It is impossible to show a mapping of coffee companies, especially Italian coffee companies, without including Illy. • This is true, and was an omission. Our positioning focused on the

brands found in Euromonitor’s Top 10 Hot Drinks brands, in which Illy was not included, however due to the cultural and geographical relevance, Illy should have been included.