Scribd
Upload
973 views3 pages

Lavazza: The Global Coffee Icon

Lavazza is an Italian coffee company founded in 1895 in Turin, Italy. It is now one of the largest coffee roasters and distributors in the world, operating in over 90 countries with 3,500 employees. Lavazza pioneered the concept of blending coffee beans from different origins to create balanced flavors. In the 1980s, the company underwent restructuring to focus on international expansion. Today, Lavazza produces over 14 billion cups of coffee annually using sophisticated roasting, grinding, and packaging equipment to ensure high quality. The Lavazza brand is known for its stylish marketing campaigns including an annual art photography calendar.

Uploaded by

Vlada Movila
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
973 views3 pages

Lavazza: The Global Coffee Icon

Lavazza is an Italian coffee company founded in 1895 in Turin, Italy. It is now one of the largest coffee roasters and distributors in the world, operating in over 90 countries with 3,500 employees. Lavazza pioneered the concept of blending coffee beans from different origins to create balanced flavors. In the 1980s, the company underwent restructuring to focus on international expansion. Today, Lavazza produces over 14 billion cups of coffee annually using sophisticated roasting, grinding, and packaging equipment to ensure high quality. The Lavazza brand is known for its stylish marketing campaigns including an annual art photography calendar.

Uploaded by

Vlada Movila
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
  • The Facts and Figures
  • Introduction
  • Global Brand
  • Lavazza High Tech Production
  • What Can Lavazza Do for You?
  • A Unique Packaging
  • Lavazza the Global Brand

Lavazza

INTRODUCTION
Lavazza brand was born in 1895, when Luigi Lavazza created a small
grocery store at San Tommaso in the heart of Turin. In 1910 it is stated as an
essentially dedicated to this sector, specializing in the roasting beans from
different origins and qualities, since then is the largest Italian company importing
and roasting coffee.
Creator of the concept Blend the art of mixing coffees of different
regions to obtain a harmonious and full flavor product Luigi Lavazza
transformed his product into an experience of senses. Lavazza breathes
sophistication, good taste and boldness.
GLOBAL BRAND
In 1982 the company is restructured, with the aim of international expansion.
Thus was born the Lavazza France, the first branch office outside Italy, followed
by other countries such as Germany, USA, Austria, Britain, and Spain. The
arrival in Portugal happened in 2001, through the acquisition of the brands
Piazza, Indy, and the conversion of most of these brands costumers into Lavazza
brand.
Still belonging to the family, the Lavazza brand is now one of the leading
players in the worldwide market through subsidiaries and authorized distributors,
with approximately 3,500 employees spread across 90 countries on five
continents.
THE FACTS IN FIGURES

A turnover of 1.121,6 million in 2008

2,000 employees worldwide.

Lavazza is present in over 90 countries around the world

Over 2 million bags ( of 60 Kg each) of green coffee imported per annum


from 50 different countries

14 billion cups of Lavazza coffee consumed in one year worldwide

44 training centers, from Europe to the Americas, Africa, the Far East and
Australia.

Lavazza launched the first worldwide individual capsule machine in 1990

Lavazza is an undisputed leader in Italy with 48% market share in retail

LAVAZZA HIGH TECH PRODUCTION

Once the coffee arrives at the Lavazza plant in Turin, it is cleaned and is colorselected (to eliminate inferior beans). Lavazza in order to eliminate these
defective beans use an electronic optical scanner. Each scanner at the plant is
able to process about 300 single beans per second.
For the roasting process, Lavazza uses particularly sophisticated roasting
equipment that favors the maximum development of the properties of brewed
coffee..
For the grinding process, Lavazza uses large, multi-roll mills which can be
regulated electronically. This highly technological machine enables Lavazza to
maintain the proper grinding degrees determined by Lavazza's laboratory and
tasters. Both particle size and quantity can be rapidly determined by use of laser
beams.
A UNIQUE PACKAGING
The most sensitive phase of the production process is packaging. Coffee is
perishable and should be kept from coming into contact with light, moisture and
above all, oxygen that exists in the atmosphere.
Lavazza coffee beans are packed into vacuum-sealed packages immediately
after roasting..a valve is bonded in the bag, which lets CO2 escape, but prevents
oxigen from entering.
LAVAZZA THE CULT BRAND

Since 1991 Lavazza has produce the Lavazza calendar featuring artistic
fashion photography from some of the worlds leading photographer. The
calendar main goal is to highlight the classiness of Italian culture. The
Lavazza calendar play an important marketing tool as it encourage and
inspires all the initiatives, events, promotions and material which will be
used during the next year.

Lavazza with its genuine Italian Authenticity and sophisticated


advertising has built over the year a sexy, trendy, stylish image which give
it the edge over other espresso company.

Lavazza has alter the image of coffee in general, by creating a new image
specifically for Italian espresso and draw in a new generation of
consumers

Lavazza, the stylish & glamorous brand of Europe, has been nominated by
the UK Brand Council as one of the 'COOL'brands for 2004 for its
innovative calendar campaign. Lavazza has been re-voted as one of the
'COOL brands again in 2005.

WHAT CAN LAVAZZA DO FOR YOU?

Grow sales and maximise profit.

Promote brand awareness and customer loyalty.

The best experience any coffee can offer

Customer satisfaction

Quality

Training

Flexible

You might also like