Lavazza - Batchelors Coffee Company

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Luigi Lavazza
In 1895 a young entrepreneur named Luigi Lavazza opened a grocery
store in Turin, Italy , where he sold coffee, specialized in roasting and
experimented with different mixture
115 years later, the group that bears his name is nothing less than
number 1 on the Italian coffee market, and is one of the five biggest
companies in the sector worldwide
Lavazza shop
Lavazza's tradition of devoting special attention to the development of new
techniques and products make the Company both uniquely dynamic and
sensitive to the customer's requests.
Avintage Lavazza cart
in Turin, circa 1950
Using tradition, skill, and advanced technologies, Lavazza transforms green
coffee into the optimum product that is a cup of espresso. Careful and
systematic control over the entire processing cycle, from the harvest to the
moment that the coffee reaches the consumer, assures the high standard
of quality for which Lavazza is known around the World.
The facts in figures
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A turnover of € 1.121,6 million in 2008
2,000 employees worldwide.
Lavazza is present in over 90 countries around the world
- 9 subsidiary
- 80 distributors
Over 2 million bags ( of 60 Kg each) of green coffee imported per
annum from 50 different countries
14 billion cups of Lavazza coffee consumed in one year worldwide
44 training centers, from Europe to the Americas, Africa, the Far
East and Australia.
Lavazza launched the first worldwide individual capsule machine
in 1990
Lavazza is an undisputed leader in Italy with 48% market share in
retail
Lavazza achieved an ISO 9000 for it’s outstanding quality
consistency.
Four plants
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Turin factory (Settimo Torinese), the largest coffee factory in Europe
and perhaps the world as it includes 73,000 sq. meters of space. Turin
produces all the sales requirements for the Italian and overseas markets
representing 350 tonnes per day of roasted coffee, 300 SKUs covering
50 products. Storage capacity is 11,000 pallets of finish product. 20
roasters assure a consistent quality at the plant
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The Guttinari factory is dedicated to making cartridges and capsules.
With 55,000 sq. meters. The factory's current annual product is of two
billion units.
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In Verres, north of Turin, Lavazza maintains a specialized factory for
R&G. It has a yearly production of 17,000 tons.
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Lavazza's Pozzilla factory is specifically and only for decaffeinated
products. Last year it shipped out 7,200 tons of packaged decaf.
Lavazza high tech production
Once the coffee arrives at the Lavazza plant in Turin, it is cleaned (to remove
foreign bodies) and is color-selected (to eliminate inferior beans). Lavazza in
order to eliminate these defective beans use an electronic optical scanner.
Each scanner at the plant is able to process about 300 single beans per
second.
For the roasting process, Lavazza uses particularly sophisticated roasting
equipment that favors the maximum development of the properties of brewed
coffee. These roasting machines operate so that the coffee beans do not come
into direct contact with the heat source, but are heated by a powerful
temperature-controlled hot air blower. Each bean literally "floats" in the
superheated airstream and roasts perfectly even without touching the
scorching metal of the wall of the more common rotating drum roasters.
• For the grinding process, Lavazza uses large, multi-roll mills which can be
regulated electronically. This highly technological machine enables Lavazza to
maintain the proper grinding degrees determined by Lavazza's laboratory and
tasters. Samples taken after grinding are examined by using air sieves to
measure grain size. Both particle size and quantity can be rapidly determined
by use of laser beams.
A unique packaging
The most sensitive phase of the production process is packaging. Coffee is
perishable and should be kept from coming into contact with light, moisture
and above all, oxygen that exists in the atmosphere.
Lavazza coffee beans are packed into vacuum-sealed packages
immediately after roasting..a valve is bonded in the bag, which lets CO2
escape, but prevents oxigen from entering.
The roasted and packed blends, both beans and ground coffee, are checked
periodically by consumer panels. The panels, aided by laboratory staff and
market research experts, meet regularly.
The aim of these tests is to verify that the sensory characteristics of
Lavazza products remain consistent over time
Lavazza the cult brand
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Since 1991 Lavazza has produce the Lavazza calendar
featuring artistic fashion photography from some of the
world’s leading photographer. The calendar main goal is
to highlight the classiness of Italian culture as well as
the sophistication of gourmet Italian coffee
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The Lavazza calendar play an important marketing tool
as it encourage and inspires all the initiatives, events,
promotions and material which will be used during the
next year.
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Lavazza with it’s genuine Italian Authenticity and
sophisticated advertising has built over the year a sexy,
trendy, stylish image which give it the edge over other
espresso company.
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Lavazza has alter the image of coffee in general, by
creating a new image specifically for Italian espresso
and draw in a new generation of consumers
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Lavazza, the stylish & glamorous brand of Europe, has
been nominated by the UK Brand Council as one of the
'COOL'brands for 2004 for its innovative calendar
campaign. Lavazza has been re-voted as one of the
'COOL‘ brands again in 2005.
Retail to Foodservice
•Lavazza, is now Ireland’s favorite roast and ground coffee brand (Nielson
Scantrack) MAT July 2009., and shows the level of recognition the brand
achieves in Ireland
To be the leader in retail means that while customers are offered a wide range
of coffee in supermarkets , they pick Lavazza.
-Customers will replicate this trend from retail to the out of home market.
-Lavazza has a strong brand awareness in Ireland
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Branded Goods Bought Most Often
(Base: All main grocery shoppers – 562)
Primary
Secondary
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%
Beer (69%)
86
Bread (96%)
Tea/Coffee (95%)
83
Toiletries (94%)
Baby products (36%)
83
Juice drinks (92%)
61
70
65
Chocolate/sweets (88%)
75
Biscuits (96%)
60
Yoghurts (92%)
74
Tinned/frozen food (92%)
58
Soft drinks (88%)
72
Milk (97%)
Breakfast cereal (95%)
72
Household cleaning products
(97%)
Butter/spreads (95%)
70
Toilet tissue/kitchen towel (95%)
49
39
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Of those who buy beer., tea/coffee and baby products, over 4 in 5 buy branded goods.
* New Question
( ) = % of grocery shoppers who buy products
What can Lavazza do for you?
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Grow sales and maximise profit.
Promote brand awareness and customer loyalty.
The best experience any coffee can offer
Customer satisfaction
Quality
Training
Flexible
How can we do this?
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Within our Lavazza Portfolio we will find a blend to match your requirements.
Staff will be trained in all aspects of hot beverage presentation, machine
hygiene and product management.
Full training will be given either on location or in our training centre by our
Lavazza trained Barista Paul White.
Alex Dutier
Batchelors coffee company Area manager
Mobile:086 821 30 31
Mail: [email protected]
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