Business Management: Marketing Report on Lavazza Coffee Machines

This report provides a comprehensive marketing analysis of Lavazza Vending Coffee Machines, covering various aspects of marketing principles. It begins with a product/service description and then delves into market analysis, exploring key trends and competitor positioning. The report examines current customer attitudes and behaviors, identifies main issues and opportunities, and discusses segmentation, targeting, and positioning strategies. Furthermore, it analyzes the marketing mix, including product, price, promotion, and place, providing insights into how Lavazza can enhance its market presence and increase sales. The conclusion summarizes the key findings and suggests recommendations for future marketing efforts. The report references several academic sources to support its analysis and recommendations.

Submission Coversheet (All Programmes)
Programme Title BUSINESS MANAGEMENT
Module Title PRINCIPLES OF MARKETING AND COMMUNICATIONS IN A DIGITAL WORLD
Academic Declaration:
Students are reminded that the electronic copy of their essay may be checked, at any point during their degree, with Turnitin or other plagiarism detection software for
plagiarised material.

1. Product/Service Description
2. Outline Market Analysis I:
Key Market Trends
3. Outline Market Analysis II:
Key Competitors/Positioning
4. Current Customer Attitudes/
Behaviours
5. Main Issues/Opportunities
6. Segmentation/Targetting/
Positioning
Agenda Today
7. Marketing Mix I:
Product
8. Marketing Mix II: Price
9. Marketing Mix III:
Promotion
10. Marketing Mix IV: Place
11. Conclusions
12. References

Product/Service Description
 lavazza Vending Coffee
Machines offer coffee to
their customers and this is
used in all round because of
providing excellent taste.

Outline Market Analysis I:
Key Market Trends
• The market trend of UK is
also changes as per the
market changes.
• Such that as the customers
needs coffee and hence,
there is a need to introduce
coffee.

Outline Market Analysis I:
Key Competitors/Positioning
 There are so many
competitor of Lavazza
Vending Coffee Machines
such as Nestle, Kafevend,
Express vending
 Nestle: One of the most
running brand in world
which provide baby food,
medical food, cereals,
breakfast and ice- cream and
it is listing in six Swiss
exchange and consider as a
second listing in Euronext.

Current Customer
Attitudes/Behaviours
 The customers of the this
machines are not as much
attracted because the product
is not reach up to the brand
image and hence, it has been
analysed that there is a need
to let customer know about
this new product which is
helpful to eliminate the extra
expenses of the customers.

5. Main Issues/Opportunities
 Filter machine problem is
consider one of the most
common problem for Lavazza
Vending Coffee Machines and
as the capsules are quite high in
cost and hence, it creates
problem for proper working.
 The milk which is poured into a
machine and it has a tendency to
clog when the machines is not
cleaned properly.

Segmentation/Targetting/Positio
ning
 Segmentation: for Lavazza Vending Coffee Machines,
segmentation is done on the basis of geographic region because
people whose age is in between 18 to 45 they usually prefer to
drink coffee and by using such machine will be more helpful for
them in order to meet out the needs of their customers.

7. Marketing Mix I: Product
 Marketing mix is the
combination of many factor
that is used in order to place
the product in market so that
people will come to know
about it.
 Product of Lavazza Vending
Coffee Machines is offered
coffee to their customers

8. Marketing Mix II: Price
 Lavazza Vending Coffee
Machines produce its
product at cheap rates so that
at initial stage people can
afford it and enjoy the taste
and after some time it should
apply competitive pricing
strategy in order to reach at
higher level.

9. Marketing Mix III:
Promotion
 Lavazza Vending Coffee
Machines should uses digital
marketing as a promotional
tool so that it will be more
beneficial for the customers
because they will come to
know about the products
offered by them.
 Using advance technique of
digital marketing will be
more helpful as it raise
company's sales and profit.