Centennial Coffee Brand Lavazza Marketing Business Classic

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Italian love for coffee does not need to be described in words, look at those classic coffee varieties, there are too many are named in Italian, Espresso, Cappuccino, Latte, Machiato … It has long been familiar to the urban youth community. Many top coffee brands have been born in this land, among which Illy and Lavazza are excellent representatives, especially Lavazza Coffee, which spans three centuries and has become the most famous coffee shop in Italy.

Lavazza Coffee is a family business that has experienced four generations of ups and downs. Back in 1895, a middle-aged man named Luigi Rabasa bought a small grocery store called Paissa Olivero for 26000 Italian lira (about $20) in his hometown of Turin, where he started his own coffee business.

In an era of simple business models, the grocery store took on a whole process of making and selling coffee, starting with growing coffee beans. In the course of the business, Rabasa also needs to constantly learn the roasting skills of coffee beans in order to cater to the tastes of more people. After World War I, Rabasa's three sons, Mario, Beppe and Pericle, were all involved in the business, which laid the foundation for the later growth of Lavazza Coffee.

However, with the outbreak of World War II, Italy under Nazi rule was almost included in the world trade blacklist, the whole country fell into a shortage of materials, the national economy also plummeted, and the coffee market was naturally unavoidable. But the Rabasa family did not give up, they were still struggling under the most difficult circumstances, and finally after the end of World War II, Lavazza became the dominant player in the Italian coffee market.

During the post-war economic recovery, Lavazza coffee continued to expand its production line and put more effort into taste and packaging, which also accelerated the revitalization of the coffee market. In the late 1970s, Lavazza coffee successfully entered the entire European market through television advertising and established its first overseas branch in France in 1982. Then, Germany, Britain, the United States and other branches have also been established, Lavazza Coffee has initially established its leading position in the world coffee market.

Today, Lavazza is still the most popular coffee brand in Italy, with 75% of its loyal fans. In addition, Lavazza accounts for 45% of the market worldwide. Lavazza coffee is currently sold in more than 80 countries around the world, with an average annual sales of 86000 tons, or about 14 billion cups, making it the best "spokesman" for Italian coffee.

Lavazza's century-old reputation is naturally the best pass for its sales in the world, but coffee is consumable after all, and now the brands in the market are uneven, if the brand does not have accurate user positioning and appropriate marketing means, then it is difficult to stand out in the market competition. This time shows the importance of brand marketing.

Lavazza Coffee is particularly good at offline marketing based on specific events, because for coffee as a fast consumer product, simple brand exposure may not be the best marketing method, only in the marketing process to contact the target customers, and directly converted into product sales is the most efficient marketing.

No matter fashion or sports, Lavazza coffee is a more in-depth attempt, but we can not directly define its marketing as sponsorship. Strictly speaking, Lavazza coffee plays a more role as a supplier in the event marketing process. Of course, the supplier can also be regarded as one of the sponsors, but in terms of operation, the role of the supplier is simpler and more straightforward.

If you choose the best cross-border coffee brand in the world, then I will not hesitate to vote for Lavazza. Together with Milan, Paris and New York Fashion week, London Fashion week is known as the four major international fashion weeks, and its influence in the fashion world is self-evident, while Lavazza Coffee has been working with London Fashion week for more than 15 years. Every year during London Fashion week, Lavazza Coffee provides coffee to all fashion elites at its Brewer Street branch and on mobile buses.

It is reported that during last year's Fashion week, Lavazza consumed 200kg of coffee beans, or about 30,000 cups of espresso. In addition, Lavazza works with fashion designers to design specific patterns for Lavazza, which can be used on cups, mobile buses and even T-shirts. In this way, Lavazza coffee can add more artistic and creative elements to the brand. In addition to London Fashion week, Lavazza Coffee also sponsors Arab fashion design competitions.

Lavazza coffee to create its own high-end product positioning, close to fashion is a good choice. Of course, the concept of fashion is also very broad, a sport may also be labeled as fashion, such as tennis, cha-cha tennis is also a very popular marketing battlefield for Lavazza Coffee, and the four Grand Slam has now been captured by Lavazza Coffee.

Friends who are familiar with tennis must know that watching the top tennis showdown at the scene of the four Grand Slam tennis matches is only one of the demands. in addition, fans can enjoy a lot of peripheral services, and catering is a very important one. The first Grand Slam to form a bond with Lavazza Coffee was Wimbledon, which began in 2011 and last week renewed a three-year cooperation agreement.

According to Lavazza Coffee, 1 million cups of coffee can be sold each year during Wimbledon. In addition, Lavazza will invite special ambassadors to serve customers at specific times, such as Lavazza's tennis spokesperson Wozniacki. During the break of the game, many people will choose to drink one or two cups of coffee, and Lavazza's service window is always full, which is exactly what Lavazza Coffee wants to achieve.

In addition, the social media platform has become a new marketing battleground for Lavazza coffee. During Wimbledon in 2015, they launched a campaign for fans on Twitter, with winning fans getting a chance to share coffee with Wozyanich during the US Open. Fans want to win, in addition to using the hashtag # moretotaste to interact with Wozyanich on Twitter, it is more important to persuade her to vote for them.

The cooperation of Lavazza Coffee has been very mature and has accumulated valuable experience for both sides. Since 2015, the US Open, the Australian Open and the French Open have been accounted for by Lavazza Coffee. Especially this year, Lavazza Coffee partnered with the French Open for the first time, which allowed it to complete the four Grand Slam.

At Roland Garros this year, more than 370 coffee machines have been placed in designated venues, and Lavazza has launched a coffee distribution system, which also solves the problem of fans waiting in line. In addition, not long ago, Lavazza Coffee launched a new tennis ambassador, Djokovic's new coach and former tennis star Agassi.

Tennis marketing has always been a deep field for Lavazza Coffee, and they have even set up a special tennis website. Working with the four Grand Slam and tennis stars, on the one hand, you can promote your young and fashionable brand concept, but also deepen the brand's international strategy. After all, the United Kingdom, the United States and France are all very important overseas markets for Lavazza, which are the two most important parts of brand marketing in general.