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Puro Caffe'

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by

John Wilmot

on 26 October 2016

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Transcript of Puro Caffe'

APP
Puro Caffe'
“Pure experience of excellence”
Market Analysis
LAVAZZA 43%
Market Analysis
PRODUCT
EXCELLENT
Brand touchpoint
CITTA'
CAFFE VERGNANO 2%
KRAFT 12%
SEGAFREDO 7%
KIMBO 11%
ILLY 2%
MOKA CONSUMER
CAPSULE CONSUMER
95%
5%
- 4% per years
+22% per years
Market Analysis
TARGETING
SEGMENTATION
COFFEE LOVER
EXPERIMENTER
TRADITIONALIST
STYLISH ADDICTED
FASHION SEEKER
HI-TECH ADDICTED
LUXURY CONSUMER
BUSSINESS MEN
WEALTHY FAMILY
COFFEE ITALIAN MARKET
BIO
RARE
PURE
YOURS
BENEFICAL PROPERTIES
CAPSULE ITALIAN MARKET
45% NESPRESSO
22% LAVAZZA
6% ILLY
3% KIMBO
WORLD COFFEE PRODUCTION
Strategic alliance with coffee machine producer

COFFEE MACHINE
LUXURY BRAND
Stylish
Smart
Unusual
6
Milan
Rome
Venice
Florence
Bari
Palermo
Digital
web-site
SOCIAL
viral
Member personal area
easy
Customization
Member
assistance
e-commerce
e-commerce
assistance
Information Product
Physical
Temporary stores
PRODUCT PLACEMENT
Sponsorship events
on-line
off-line
Biscione Rosanna - 649511
D’atri Arianna - 649711
Lamorte Paola - 649871
Lepori Giovanni Maria - 647121
Mariniello Immacolata - 652541
Petti Elio - 649991
Ricci Ilaria - 650031
Zaccaria Carmen - 650221

Chragga
Kenya AA
Excelse
Altura Coaterec
MEXICO
SUMATRA
Mandheling
Ankoia
Maracas
VENEZUELA
KENYA
MADAGASCAR
"Others offer their coffee.
We offer YOURS!"
Personal Ad
Banner
Contest
Personal Ad
Banner
Contest
Contest
Water, the main ingredient in coffee
Pulse by BioBeats
VALUE CURVES
MOOD BOARD
engageable
Full transcript