Illy, Focused On A Singular Marketing Objective: Quality

Posted on | January 5, 2010 | 2 Comments

Illy Caffé was established in 1933 in Trieste, Italy by Francessco Illy.  When he founded the company, Francessco’s dream was to produce and sell the best coffee in the world.  Illy Caffé has built on that dream and become the leading espresso coffee, enjoyed in over sixty countries.  The company is committed to a marketing philosophy of  “One Brand, One Blend”.

Objective:To be visible within the marketplace. To demonstrate Illy’s success and leadership within it’s own marketplace. To meet and retain existing clients. To identify new leads that will generate long-term business.
To maintain consistency against competitors that exhibit sporadically or infrequently. To occasionally launch new products.

Illy enjoys setting itself up against their competitors as they are confident enough knowing that Illy’s offer is, very simply, “the best”! Illy would much rather get two really top pieces of new business than 100 minor orders and everything they do is geared toward achieving that goal.

Illy’s e marketing philosophy – simplicity always overshadows the competition, most of which try too hard to produce something glamorous or seductive.  However much they spend on something big and flamboyant, Illy’s simple approach always wins hands down every time.

Illy is an “aspirational coffee” brand and their whole presence taps into that aspiration.Occasionally Illy might link up with another brand and, for instance, launch a coffee cocktail.  Exhibitions are great for this kind of activity because people can experience what you’re promoting.  The face-to-face, touch-feely aspect of shows is tailor made for product launches.

Dovetailing other marketing activity with an Illy presence at an exhibition is really important. It adds value because all the different strands converge to create a more powerful message. It makes the overall investment more worthwhile

On a day to day basis, Illy uses ePR and Social Influence Marketing (SIM) to raise awareness in the press around key buying times

emarketing, Integrated eMarketing, internet marketing and social network marketing and ePR also covers sponsorship of parties and other society events and social media sites, where the Illy brand will be synonymous with quality and class. Illy provides the right equipment and people to make sure that the product is served and presented in the right way. Illy maintains rigorous standards and our public persona is important

Illy advertises in the coffee trade press. Illy’s Blogsite, Twitter, Facebook and Linkedin to let attendees know they are exhibiting.  This involves only about four trade magazines but between the magazines and eMarketing they reach all the right people.

Illy always add some  ePR and eMarketing to their promotional marketing activity.

For Illy it’s important to know that their promotional spending on promotion is budget wisely and that they get a return on their investment.

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eMail sosemarketing@gmail.com
Call 760.345.5069

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