LAVAZZA

CASE STUDY
NAME:BHARAT KUMAR DAS
ROLLNO:22005
SUBJECT::MANAGERIAL ECONOMIC
1. Should Lavazza insist in replication in the United States those
strategies that were very successful in different European
countries?

• One of the key ingredients of the success of the Lavazza brand in Europe was Lavazza’s wide array
of espresso blends, which had become its synonymous with the brand itself .

• Lavazza sought to replicate the success of its espresso blends in the United States by persistently
marketing them to US.

• The Lavazza formed an exclusive partnership with the 2015 US Open tennis tournament to enhance its
Standing in the US consumer market

• Lavazza also sponsored several art exhibitions in the United States.

2.Why are Lavazza’s previous efforts to penetrate the United
States unsuccessful?

● The mostly Restaurant and hotel served Lavazza coffee

under their own brand and used their own signature recipes.

● And reducing Lavazza’s visibility among US consumers

● The most important segment of the US coffee market was

the specially coffee bars that emerged from the coffee shop
revolution led by Starbucks.

● Success in specially coffee bar segment also meant success

in the household consumer segment.
THANK YOU