Marketing Plan Fall 2011

 

Mission statement for my company The Food Emporium says
          "Explore a dazzling array of exquisite custom-crafted culinary finds, premium private label products, fine teas and chocolates, gourmet gifts, fresh-baked breads, imported cheeses and more. Browse fine imported tableware and housewares plus leading national and international name brand groceries and everyday household goods. And for your added convenience, online shopping with same day delivery is always available."






Tangible Product: The product which is coffee is very fine. So the foundation of the brand which is the basic product is solid

Basic Brand: Illy brand is is a red background with white lettering. You will also find Illy in plain bold red lettering. I believe is to attract the attention of the people. This logo has been used since (1980). The core elements for Illy are a strong brand name, high quality, attractive packaging and design

The Augmented brand: Illy has added value to their brand by selling fresh beans in sealed cans, also giving the consumer the option to have it grind whether they want it bold, decaffeinated, caffeinated. they also have tablet which goes inside espresso machines sold in any illy location.  . The main factor is that along with high quality the brand is also associated with high price and hence is getting restricted to a niche market only

The Potential Brand: When consumers only rely their morning coffee on the Illy brand than Illy has made their mark, even though in many other key markets like Italy it has been a major success, but it still needs to win other important key market like Japan and China.

. There are in all six products that will be analysed here, premium coffee, coffee pods for machines, ready to drink canned coffee, Agrimontana, the confectionary products, Domori the chocolate business and Dammann Feres the tea brand.

Leader: Coffee

Try Harder: All the small brands come under this sector but mainly the pods of coffee business

Double or Quit: Coke has partner up with the Illy brand to make up a canned coffee business in which the coffee will be sold to the consumer.

Custodial: Is similar to the cash cow concept in BCG, this would be the chocolate business

Cash Generator: this is undoubtedly the premium coffee business

Phased withdrawal: this is a difficult one to point but it seems the confectionary business is the most likely candidate as it is not generating as much growth or profits as it should

Divest: Again a difficult one but once again the wine or confectionary products in the Illy portfolio

Key points Analysis 


"Illy has a strong brand and is associated with high quality and premium pricing 

The company has shown impressive growth despite recession

The key strategic partnerships like the one with Coca Cola company for canned coffee are proving to be the real winners

The group needs to focus its attention on the sister brands and needs to extend the well-established Illy brand image to these sister concerns

There is an urgent need to improve the sales and awareness of the sister companies

The company applies to its R&D, supply chain and marketing expertise to grow its coffee products like coffee pods and machines

There is a need to create a strategy for the developing economies especially the BRICs (Brazil, Russia, India and China) which will in future become key markets

The company needs to constantly re-invent the ways to sustain customer interest in its brand and its products, just like the Università del caffè."

illy marketing objectives is to be visible in he public eyes as well in the marketplace. illy loves to demonstrate their success and leadership within the marketplace. One of illy objectives will be to be able to meet and retain existing clients, also to be able to identify new leads that will generate long term business. illy wants to maintain existence above all competitors that always launches new products. illy loves to show their confidence to the competitors who try extra hard to make their product stand out. illy just know they have the best coffee, espresso, etc. illy just knows that simplicity always beats the competitors especially when they try too hard to beat them. illy just throw their smart and confidence force. For illy is very important to know that the money they spend on the promotions they gain it back with the product they have sold. At Barneys New York

They have built an Illy display shaped into a women with a dress created with illy espresso tins and foil, which they recycled to create this marvelous, extraordinary fashionable master piece. Doonan and his team used 300 three kilo Illy tins, 250 foil bags, and 250 8.8oz to design Ms. Illy. Ms. Illy has an espresso machine as her head piece, coffee scoop earrings, and festive holiday garland made from 300 paper cups.
                    
                          6.Draft and Design a promotion for your product
Promotion Objectives:
• Illy like to stay on the highest percentage of merchandise sales.
• Clients like Illy coffees and we get more everyday.
Promotion: Lifetime Only at The Food Emporium, when purchasing your coffee the eighth one is free.
 Launched:  Feb -2008
Description of Promotion: ONLY at The Food Emporium .. in order to get this promotion you need to obtain The Food Emporium card and make sure it scans every time you purchase your coffee, if not on your seventh coffee the register will alert you by congratulating you and giving  you a heads up towards the free coffee. Is good to keep track of it cause you could choose from the menu the most expensive one and it will still be free.
Since Illy is a public venue and you could locate them in many different high end restaurants, hotels, theater for example, the Lincoln center each one have there own set of rules. 
Visionaire:  Magazine, Logo around the stores they are placed.
In store promotion: 
Who: Barneys New York 
Where: Madison avenue on the 9th floor
When: Through -December 31
What: Illy Coffee

Illy will delight Barney Guests with complimentary espresso and cappuccino the worlds finest, prepared in the authentic Italian style by top baristas.    7. Integrated Marketing Communications: Draft a plan that has 4 messages.  Twitter- Delight those on your list with illy-inspired gifts. Sign up for an illy Holiday catalog: http://ow.ly/7vqp3
Facebook- Live HAPPilly and share a coffee with someone you love.
Via Email: Illy updates about new opennings through out the world ...
Illy usa-  Celebrate the seasons savor the rich, smooth taste of illy 8. projection for your product's future for 2012.  

ILLY Holiday Season

At Barneys New York

They have built an Illy display shaped into a women with a dress created with illy espresso tins and foil, which they recycled to create this marvelous, extraordinary fashionable master piece. Doonan and his team used 300 three kilo Illy tins, 250 foil bags, and 250 8.8oz to design Ms. Illy. Ms. Illy has an espresso machine as her head piece, coffee scoop earrings, and festive holiday garland made from 300 paper cups.

Marketing Objectives

illy marketing objectives is to be visible in he public eyes as well in the marketplace. illy loves to demonstrate their success and leadership within the marketplace.

One of illy objectives will be to be able to meet and retain existing clients, also to be able to identify new leads that will generate long term business.

illy wants to maintain existence above all competitors that always launches new products.

illy loves to show their confidence to the competitors who try extra hard to make their product stand out. illy just know they have the best coffee, espresso, etc.

illy just knows that simplicity always beats the competitors especially when they try too hard to beat them. illy just throw their smart and confidence force.

For illy is very important to know that the money they spend on the promotions they gain it back with the product they have sold.

Illy Swot Analysis

Tangible Product: The product which is coffee is very fine. So the foundation of the brand which is the basic product is solid

Basic Brand: Illy brand is is a red background with white lettering. You will also find Illy in plain bold red lettering. I believe is to attract the attention of the people. This logo has been used since (1980). The core elements for Illy are a strong brand name, high quality, attractive packaging and design

The Augmented brand: Illy has added value to their brand by selling fresh beans in sealed cans, also giving the consumer the option to have it grind whether they want it bold, decaffeinated, caffeinated. they also have tablet which goes inside espresso machines sold in any illy location.  . The main factor is that along with high quality the brand is also associated with high price and hence is getting restricted to a niche market only

The Potential Brand: When consumers only rely their morning coffee on the Illy brand than Illy has made their mark, even though in many other key markets like Italy it has been a major success, but it still needs to win other important key market like Japan and China.

. There are in all six products that will be analysed here, premium coffee, coffee pods for machines, ready to drink canned coffee, Agrimontana, the confectionary products, Domori the chocolate business and Dammann Feres the tea brand.

Leader: Coffee

Try Harder: All the small brands come under this sector but mainly the pods of coffee business

Double or Quit: Coke has partner up with the Illy brand to make up a canned coffee business in which the coffee will be sold to the consumer.

Custodial: Is similar to the cash cow concept in BCG, this would be the chocolate business

Cash Generator: this is undoubtedly the premium coffee business

Phased withdrawal: this is a difficult one to point but it seems the confectionary business is the most likely candidate as it is not generating as much growth or profits as it should

Divest: Again a difficult one but once again the wine or confectionary products in the Illy portfolio

Key points Analysis 


"Illy has a strong brand and is associated with high quality and premium pricing 

The company has shown impressive growth despite recession

The key strategic partnerships like the one with Coca Cola company for canned coffee are proving to be the real winners

The group needs to focus its attention on the sister brands and needs to extend the well-established Illy brand image to these sister concerns

There is an urgent need to improve the sales and awareness of the sister companies

The company applies to its R&D, supply chain and marketing expertise to grow its coffee products like coffee pods and machines

There is a need to create a strategy for the developing economies especially the BRICs (Brazil, Russia, India and China) which will in future become key markets

The company needs to constantly re-invent the ways to sustain customer interest in its brand and its products, just like the Università del caffè."

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Marketing: Mission statement

Marketing: Mission statement: Mission statement for my company The Food Emporium says "Explore a dazzling array of exquisite custom-crafted culinary finds, pre...