The following thesis explores the Chinese coffee market through the lens of international marketing, aiming to provide a comprehensive analysis of its characteristics, complexities, and potential opportunities for foreign companies. The study begins by tracing the origins of coffee to its legendary roots in 14th-century Ethiopia and traces its journey to Italy, where it became a cultural cornerstone and an internationally recognized symbol of Italian heritage. As of 2023, Italy’s coffee industry was valued at 5.2 billion euros, underscoring its global prominence. The focus then shifts to the Chinese coffee market, a rapidly evolving sector where coffee has transitioned from a niche product to a daily staple and a marker of modernity and international sophistication. The thesis examines the dynamics behind this transformation, analyzing consumer behavior, including their preferences and the underlying needs they seek to fulfill through coffee consumption. Additionally, it investigates the challenges and opportunities the Chinese market presents to Italian coffee companies aspiring to establish a foothold in this competitive landscape. A significant portion of the study is dedicated to international marketing strategies essential for successfully entering the Chinese market. This includes insights into brand positioning, the balance between standardization and adaptation to local consumer preferences, and the development of competitive strategies tailored to China’s unique cultural and economic context. The concluding chapter presents a case study on Lavazza, an Italian coffee company founded in Turin in 1895 by Luigi Lavazza. Renowned for its high-quality blends and embodiment of Italian excellence, Lavazza operates in over 140 countries. The case study highlights Lavazza’s strategic entry into the Chinese market in 2020 through a joint venture with Yum China. The company’s approach leverages marketing campaigns, product differentiation, urban flagship stores, and an online presence to resonate with Chinese consumers. By blending authentic Italian coffee culture with local preferences, Lavazza not only aims to capture market share but also contribute to the gradual shift from tea to coffee consumption in China.
La tesi esplora il mercato cinese del caffè attraverso la lente del marketing internazionale, con l'obiettivo di fornire un'analisi completa delle sue caratteristiche, complessità e potenziali opportunità per le aziende italiane. Lo studio inizia tracciando le origini del caffè fino alle sue radici leggendarie nell'Etiopia del XIV secolo e ripercorre il suo viaggio verso l'Italia, dove è diventato un caposaldo culturale e un simbolo riconosciuto a livello internazionale del patrimonio italiano. Nel 2023, l'industria italiana del caffè è stata valutata 5,2 miliardi di euro, sottolineando la sua importanza a livello globale. L'attenzione si sposta poi sul mercato cinese del caffè, un settore in rapida evoluzione in cui il caffè è passato da prodotto di nicchia a prodotto quotidiano e simbolo di modernità e raffinatezza internazionale. La tesi esamina le dinamiche alla base di questa trasformazione, analizzando il comportamento dei consumatori, comprese le loro preferenze e i bisogni sottostanti che cercano di soddisfare attraverso il consumo di caffè. Inoltre, indaga le sfide e le opportunità che il mercato cinese presenta alle aziende italiane del caffè che aspirano ad affermarsi in questo panorama competitivo. Una parte significativa dello studio è dedicata alle strategie di marketing internazionale essenziali per entrare con successo nel mercato cinese. Ciò include approfondimenti sul posizionamento del marchio, sull'equilibrio tra standardizzazione e adattamento alle preferenze dei consumatori locali e sullo sviluppo di strategie competitive adatte al contesto culturale ed economico unico della Cina. Il capitolo conclusivo presenta un case study su Lavazza, un'azienda italiana di caffè fondata a Torino nel 1895 da Luigi Lavazza. Rinomata per le sue miscele di alta qualità e per l'incarnazione dell'eccellenza italiana, Lavazza opera in oltre 140 Paesi. Il caso studio evidenzia l'ingresso strategico di Lavazza nel mercato cinese nel 2020 attraverso una joint venture con Yum China. L'approccio dell'azienda fa leva su campagne di marketing, differenziazione del prodotto, flagship store e presenza online per guadagnare il favore dei consumatori cinesi. Fondendo l'autentica cultura italiana del caffè con le preferenze locali, Lavazza non solo mira a conquistare quote di mercato, ma anche a contribuire al graduale passaggio dal consumo di tè a quello di caffè in Cina e per questo si presenta come un esempio di successo.
Italian Coffee Brands in China: International Marketing Strategies and the Case of Lavazza
BELTRAMI, SARA
2023/2024
Abstract
The following thesis explores the Chinese coffee market through the lens of international marketing, aiming to provide a comprehensive analysis of its characteristics, complexities, and potential opportunities for foreign companies. The study begins by tracing the origins of coffee to its legendary roots in 14th-century Ethiopia and traces its journey to Italy, where it became a cultural cornerstone and an internationally recognized symbol of Italian heritage. As of 2023, Italy’s coffee industry was valued at 5.2 billion euros, underscoring its global prominence. The focus then shifts to the Chinese coffee market, a rapidly evolving sector where coffee has transitioned from a niche product to a daily staple and a marker of modernity and international sophistication. The thesis examines the dynamics behind this transformation, analyzing consumer behavior, including their preferences and the underlying needs they seek to fulfill through coffee consumption. Additionally, it investigates the challenges and opportunities the Chinese market presents to Italian coffee companies aspiring to establish a foothold in this competitive landscape. A significant portion of the study is dedicated to international marketing strategies essential for successfully entering the Chinese market. This includes insights into brand positioning, the balance between standardization and adaptation to local consumer preferences, and the development of competitive strategies tailored to China’s unique cultural and economic context. The concluding chapter presents a case study on Lavazza, an Italian coffee company founded in Turin in 1895 by Luigi Lavazza. Renowned for its high-quality blends and embodiment of Italian excellence, Lavazza operates in over 140 countries. The case study highlights Lavazza’s strategic entry into the Chinese market in 2020 through a joint venture with Yum China. The company’s approach leverages marketing campaigns, product differentiation, urban flagship stores, and an online presence to resonate with Chinese consumers. By blending authentic Italian coffee culture with local preferences, Lavazza not only aims to capture market share but also contribute to the gradual shift from tea to coffee consumption in China.| File | Dimensione | Formato | |
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Sara Baltrami 878216 Final Thesis.pdf
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https://hdl.handle.net/20.500.14247/24621