The objective of the following report is to propose a marking plan for the introduction of Lavazza products and accessories into the New Zealand market. A complete analysis of environmental factors has been done as well as a suggested segmentation and targeting strategy, action plan and proposed objectives, costs and implementation. According to researches, coffee consumption in New Zealand is rising and so is the number of local competitors. New roaster and café are arising in the country, however the number of brands that offer quality products is low. Lavazza would face the competition of Nestle Group who has a large market share and of the Italian coffee brand Illy. The most popular coffee is the instant one, therefore Lavazza will enter the New Zealand market with this product. The intentions of this plan is to enhance the brand image and awareness by introducing “Prontissimo!”.
The goal is to reach 5% of this market segment in the first year, selling more than 600’000 units. To implement the strategy, we suggest to sell the other products in the following years: powders, beans, capsules, instant coffee and accessories. To make this succeed, the company can count on the Australian website and distribution centres to get started, but it is necessary to establish both for the New Zealand market. Products will be sold at same price as the equivalent ones in Australia, keeping in mind the competitors’ prices, to remain competitive in the global market. To promote the brand and its product, we suggest to act in different ways in order to create customer awareness: advertising, sponsorship, partnerships with existing café and sampling campaigns.
A detailed timetable has been done, explaining the suggested steps for the success of the plan: the first moment will be a set up period in which Lavazza will have to buy/rent warehouses and training centres which would include retailers and offices, while at the same time strike deals with suppliers; the following moment heavy advertising will be done and sales will start; in the final period the company should start promoting its products in a more settled way and continue investing in customers.
The company’s mission is export the Italian coffee expertise, culture and taste around the world. The firm describe it as "the art of combining different types of coffee from different geographical areas" and performs research into achieving the "finest and product quality", with a focus on the living conditions of people in coffee producing countries.
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