ILLYCAFFÈ MARKETING PLAN

Marketing Plan of Illycaffè

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Marketing Plan of Illycaffè and Gruppo Illy

Marketing Plan

The Marketing Plan is a valuable document clearly written for people involved in marketing activities, marketing situation, the goals to achieve, how they are achieved (strategies and tactics), the profit and loss statement of all marketing operation and procedures for monitoring and control.

The scope of a marketing plan is usually annual but there are also plans for specific seasons (3 to 6 months) as with seasonal clothing. The coverage of the marketing plan can involve the entire company or organization, a division of products or one product, brand or target market (Abell 1979 81). This plan may be the only statement of the strategic direction of a business, but is more likely to apply only to a brand or a specific product. In the latter situation, the marketing plan is a mechanism for implementation that is integrated within an overall strategic business plan.

Introduction

Italian roaster Illycaffe celebrated its 77 anniversary in 2010. She is known worldwide for the quality of their coffee service from 6 million cups of more than 50,000 stores in 144 countries. Illy coffee is the perfect combination of nine varieties of coffee beans purchased in 13 producing countries (www.illy.com).

To purchase quality coffee beans in bulk and scale necessary to serve its customers in accordance with strict quality requirements of the company, Illycaffè developed an extensive network of suppliers and complicated. In order to ensure quality in all processes, the company reported net of all links in the chain of coffee production, from planting to processing of coffee beans at the company in Trieste, Italy(also known as a specialty coffee or gourmet) while forging strong ties with all network elements.

The Home Product

Espresso and Cappuccino Products

"Espresso" means "very quickly" in Italian, referring to the time it takes to make the drink. The company's founder, Francesco Illy, had invented the "Illetta," the first espresso machine. Espresso is a potent and concentrated drink, characterized by its top layer of foam called crema. The drink is used as the foundation for other drinks such as lattes, cappuccinos, and mochas. Cappuccino is prepared using espresso, hot milk, and steamed-milk foam. The European cappuccino was much smaller than the U.S. cappuccino. In order to ensure quality in all processes, the company reported net of all links in the chain of coffee production, from planting to processing of coffee beans at the company in Trieste, Italy.

Illycaffè offered many coffee products to make espressos and cappuccinos, each available in decaffeinated, dark roast, and medium roast varieties. These products included whole bean espresso, ground espresso, and E.S.E. (easy serving espresso) pods that made it easy for consumers to make espresso. They also offered a next generation espresso capsule technology called Metodo Iperespresso, consisting of capsules that contained seven grams of roasted, grounded, and tamped coffee. The E.S.E. pods could be used in machines made by a variety of manufacturers under an open international standard, while Metodo Iperespresso capsules ...