Lavazza Coffee: A Comprehensive Report on Brand History and Marketing

This report provides a comprehensive overview of Lavazza coffee, delving into its rich history, from its humble beginnings in 1895 to its current status as a global brand. It explores the company's founding by Luigi Lavazza and its innovative approach to coffee blending, which set it apart from competitors. The report details the brand's use of Arabica and Robusta blends, highlighting the distinct flavor profiles and caffeine content of each. It examines Lavazza's market position, particularly in Italy, and its expansion to over 60 countries, emphasizing its commitment to innovation through vacuum-packed products and intellectual property. Furthermore, the report discusses Lavazza's mission, market share, and key rivals, while also addressing its recent product launches and strategies to ensure sustainability and future growth. The report concludes by referencing key academic sources that support the analysis of Lavazza's brand and market performance.

LAVAZAA
About coffee
Coffee is termed out as the product that has captivated number of individuals around the world. It is
one of the most loveable products when it comes to get relief from fatigue (Fitter and Kaplinksy,
2018). It has substances that givens the individuals the feeling of relaxation and calm. Drinking coffee
aids to boost the energy level of individuals.
In the year, 1895 the entreprenuer named Luigi Lavazza has opened the small
grocer shop with the Turin, Italy and it sells the dry good and consumables.
The founder of this brand, Luingi Lavazza has started the company after
acquiring in 1894. It was first brand that has initiated to sell the different
varieties of coffee mixed together. Therefore, the lot of product has strongly
different brand from other firm of coffee (Cerutti and Buchi, 2018). This is
brand that deaks in italian manufacture of the coffee attributes. Therefore, this
is the brand that has still an effective brand image within the market due to uts
quality in commodities and due to this factor this has grown into the symbole
of itaklian coffee.
 Global- The many years of the experience and relentless attention to
trhe details has made the Lavazza as the market leader within the
Italy. This brand has its presense in over the 60 countries. In addition
to it, 20 million Lavazza coffee pods produced and consumer each
day and this has full range of the blends and coffee based
commodities for any taste. In the areas as Italy this brand has
reputation of always being step ahead of the consumer trends.
 Innovation- Lavazza has revolutionzed the coffee industry with the
use of innovative startegy that aids to enhance the brand recognition.
In addition to it, sealed, vacuum packed and the Lacaxxa Blue
capsules containing the ingredients that enhance the quality and
freshness of the coffee (Wróblewski and Mokrysz, 2017). In addition
to this, this is the company whose core focus is innovation and this
brand go hand in hand with over almost 300 intellectual property
rights assist by the firm through training and sponsorship.
 Excellence- The brand as Lavazza highly focussed on quality nd
innovation for more than 120 years. It is entity that has continue
pursuit the innovation and discovery. This brand is also striving for
future in order to build high sustainabiliy.
Mission-
To establish Lavazza as premier purveyor of the finest coffee within
the world while maintaining the uncompromising principles to grow.
Lavaza Coffee history-
Lavaza coffee flavours, sizes and variants-
This brand uses the blends of Arabica and Robusta. Herein, there are some key points as-:
• 75% of coffee that produced is of the Arabica variety and the remaining part that is 25% is of
the Robusta.
• Therefore, arabica flavours is normally preferred by the coffee drinkers due to the fact that it
has more sugars and distinct flavour profiles.
• Robusta beans has more caffeine and antioxidant that is mainly the preference for individual
who likes to have the stronger cup.

The Lavazza is the world's seventh ranking coffee roaster and this is the retail market leader in Italy. Therefore, this is the firm that has market share as 47%. therefore, this enterprise
has 2700 employees and this also sales products of 1340 million Euros. The founder of this brand, Luingi Lavazza has started the company after acquiring in 1894. It was first brand
that has initiated to sell the different varieties of coffee mixed together. Therefore, the lot of product has strongly different brand from other firm of coffee.
It is company that has hugely focused on fresh coffee within Italy, this is the now third largest coffee brand within world. Therefore, this brand has undertaken the huge investment by
having expansion in Organic growth. Henceforth, the Lavazza blend is one of the best seller in the US and Europe. Therefore, the rivalries of the enterprise are as Kimbo,
CoffeClubUK etc.
In addition to this, Lavazza has rolled wide range of new commodities over the last few years. This is inclusive of Sustainability sourced ground coffee that called as Tierra and Jolie
and this is refereed as branded pod machine. In addition to this, volume sales of this enterprise have been continually mirroring the overall trend of market and this is averaging less
than 1% annual growth since 2011. In order to enhance the sustainability and to cope up with future sales growth this enterprise needs to take the initiatives to cope up with the coffee
player like Nestle. Therefore, this is entity that embrace the rising trend of instant coffee mixes within Asia.
Market of Lavazza
REFERENCES
Fitter, R. and Kaplinksy, R., 2018. Who gains from product rents as the coffee market becomes more differentiated? A value‐chain analysis. IDS bulletin. 32(3). pp.69-82.
Cerutti, M. and Buchi, G., 2018. Sustainability and supply chain empowerment: The Lavazza case. Symphonya. Emerging Issues in Management. (1). pp.39-47.
Wróblewski, Ł. and Mokrysz, S., 2017. Consumer preferences for coffee types and coffee bean brands available on the Polish market. Journal of Advances in Social Science and
Humanities. 3(10). pp.36352-36362.