It associates specific capsules measured 7

After Barcelona and Versailles previous years, it is on the heights of Rome that Lavazza has launched its new schedule, its communication support international. Annie Leibovitz, the author of the photos declining on all spot Italian references by Leonard da Vinci Remus and Romulus, made its appearance in a reconstruction of Milanese theatre. The choice of a star artist and the Italy, this year, there is nothing trivial. This statement above and strong identity supports the willingness of the group to grow strong abroad. And it coincides with the release in four European countries A Modo Mio, espresso capsule-based system that part in the assault on the Galaxy Nespresso. "It was time for us to talk about our country." "Many international players who are not Italian seek indeed sell style", said Giuseppe Lavazza, Vice-Chairman of the group, in charge of marketing. To send the message, mark is the means. It invested EUR 24 million in the calendar and the associated advertising campaign, roughly 10 more than last year. And expands the distribution, now fifteen countries including the Sweden, the Russia and the Greece. Its goal: reach in 2010 to make half of its sales abroad, compared to approximately 40 today.

Italy, Lavazza, family par excellence, this mark in 7 out of 10 homes, operates on a mature market, keeping 48 of the sales of the large-scale distribution sector. If it provides stability of its 2008 turnover in his fief, it table on an increase of 20 outside its borders. One of its headlights to push its lights at the international: A Modo Mio. Launched year last in his country of origin, the system whose name means "on my way out this month France, preparing the period sales of Christmas lighthouse. It associates specific capsules measured 7.5 grams of coffee machines Saeco, small electrical household appliances brand it as Italian to push the transalpine logic to the end.

Selective distribution

Devices, look very 1950s, have a handful to lower to make the espresso. "Consumers tell us that it adds a nice dimension to the product because they have the impression to participate", says Jérôme Baläy, Director General of Lavazza France. Machines, worth between 159 and 199 euros, are available in 3,000 outlets, large surfaces specialized Darty, Boulanger or stores. The diffusion of coffee is more selective because it is marketed by Internet, telephone customer service or by mail, with delivery by colissimo or relay points. The capsules will however also sold in some stores and large specialized surfaces.

The Hexagon, where the global positioning of the brand is rather premium and sale on the Internet is well developed, chose a form reminiscent of the Nespresso club. In other countries, such as Great Britain or the Germany, A Modo Mio coffee is sold in large food surfaces.

The capsule price: 32 euro cents. Or the market. At Nespresso, the classic espresso version costs 31 cents. Promotions and tastings in the store will be organized in France to test the product. "The difficulty for the French, is agreeing to limit the quantities of water in the Cup," Note Giuseppe Lavazza. From the campaigns with George Clooney of the brand of Nestlé, operations will be completed by the SEO on the Internet and offers of sponsorship. Buyers receive them at the same time as a letter of thanks for their acquisition and a booklet. "We rely heavily on the word of mouth," said Jerome Baläy. To establish the status of the new system, accessories should be offered current 2009. Prudent, the brand forward no objective encrypted for the first year in France and wants to work in the long term. A Modo Mio arrives in five new countries the year next to achieve in the future a presence in 20 countries. The company of Turin has indeed increase its presence on a global market of the pods which has the wind in its sails. It had already launched in France last year, large-scale distribution, the flexible Allegro Espresso pods. For the occasion, the brand partnered with Anne-Sophie Pic, triple starry Michelin of Valencia, which has created recipes.

Strategy of claw

At the international level, Lavazza also linked its name to the Spanish chef Ferran Adria. He has designed for the group a café to eat, in a few restaurants. For cafes and bars, Italian claw has designed an original range named "I piaceri del caffè". Among the latest additions, Tandem, is found in a cup separated into two, a part is covered with milk foam. The industrialist has also launched in France, end of 2007, Lavazza Go!, an espresso sold at the counter but to go into a closed cup now temperature, accompanied by his spatula packed to mix the sugar. To hurry people or smokers wanting to enjoy outside of their precious cigarette.

In home, the mark has indeed adopted a genuine strategy of claw. Including through the strong presence of its logo in the blue rectangle. Also, as of November, by a loyalty card proposed in 400 points of sale. For nine cafes in an institution, one will be offered. The buffer to mark each box: an L! An original way to encourage consumption...

The group, also wants to conquer new professional targets. It will launch at Salon Equip' hotel on November 15 the Blue concept based capsules and non-coffee beans, which completes its range. "This clearly increases the potential for customers because it applies to smaller facilities, gourmet restaurants to bakeries in nightclubs which can thus offer an alternative to alcohol, or even to provide coffee that leads," said Serge Merlet, Lavazza France Food Services Director.

All, now, for the group, is to get the message of the extent of its as well offer professionals as consumers, who can buy plain or flavored milk foam bombs, designed to transform their small black in cappuccino. It must also avoid the confusion between its soft pods and capsules that do not work with the same machines. And again, in France, the product range has nothing to do with what is found in Italy.