Chap 7. Business Marketing

illys goal is to become the number one coffee brand in the whole world. illy strategy is simple and we like to disrtinguish our product from the competition. This policy is followed down to the last detail from the moment it reaches the main destination and its controlled about 114 time before sending the espresso away in tin cans trhough out the whole country.

illy is one single brand of coffee made with nine different arabic beans available in medium and dark roasts, in regular and decaffeinated, whole bean, ground and E.S.E. (Easy Serving Espresso or pods) and iperEspresso, an easy-to-use home system combining a proprietary capsule for use exclusively with iperEspresso machines.

illy dedication to serve their consumers fine coffee by having each ande every employee well trained in order to serve the right and fresh coffee available today.

The following details demonstrate illycaffè's dedication to excellence:
  • Only the highest quality Arabica coffee beans selected directly at the source
  • Extensive training programs for growers to improve bean quality and processing
  • Illy pays a premium price for a premium bean—as much as 25 percent over the market price
  • Patented electronic sorting and elimination of defective beans
  • Perfectly roasted after blending
  • Air cooling
  • Pressurization and aging
  • Ecological and aesthetically—pleasing packaging
  • iperEspresso
  • E.S.E system: Easy Serving Espresso system
  • Constant quality guarantee
  • Quality certification of both the product and the production process