Case Analysis: Espresso Lane to Global Markets



Espresso Lane to Global Markets

Introduction

In recent years there has been growing concerns that traded commodities provide a return to producers that can be considered 'fair' in the context of the characteristics of the particular product and the nature of the supply chain. The concept of quality is central to the philosophy of the company, and is the continuous pursuit of quality that sets in motion a virtuous cycle that creates value for all stakeholders, from producers to consumers of coffee a cup of coffee.

The Illycaffè has been established by Francesco illy in the year 1933, the café aims at producing and marketing a single, leading quality blend of espresso coffee that is made of using almost nine types of pure Arabica. The illy blend has been made for the HoReCa channels (i.e. Hotels, restaurants and cafes) in order to consume at home and also at the office, thus, it is available in pods, capsules and in tins according to the channel. At the current time, the blend has been sold in about 140 counties in all the five continents of the world and it is being served in over 50,000 bars and public restaurants.

The Brand Illy

The brand is "being essentially immaterial", does not exist except through the modes of expression that ensure visibility: shapes, colors, communication events. The brand has a symbolic power, an ability to evoke imagination and build worlds, and becomes a device capable of activating multiple discourses and communicates with different audiences. Value that expresses the brand becomes the value perceived by consumers in addition to that of the product category.

The brand Illy represents the set of features and intangible assets that make unique products for which the customer is willing to pay a price difference (premium price), as added value. It is a brand that wants to raise the quality of its products to create a niche in the quality level of luxury that the face differentiates from competitors. The Illy brand is a strong brand, high-definition with strong distinctive, complex, authentic with a strong personality just like a human being. It is a strong brand because it gives the customer the security of a choice, and is driven by a relationship based on trust and makes the consumer experience unique and not comparable to other brands.

The goal is to give a dress to a product that traditionally is anonymous, and give a higher position than its competitors; it creates a brand loyalty with the strategy of quality and premium price. Illy offers a unique offering of its product, everything is united by the same, price, packaging and communication becomes in fact a highly differentiated product on the market with a higher position that they gain popularity and visibility. It 'a product with a strong brand image, a high-end product in which it is given an added value a brand full of charm, expression and Italian style, which considers the product illy a luxury, high-value ...