Analysis of the increasing importance of visibility materials in marketing strategies of the coffee industry. Case study: Luigi Lavazza S.p.A.

We live in a world where we are continuously exposed to images, advertisings, logos at the fast pace of consumerism. Everything seems to pass through, without leaving a mark. It is nothing like that. To get in the head of the consumer and impress him is the aim of the marketing plan of companies, mainly those in the FMCG industry. The instruments to obtain that are many and different one from another and the strategy mainly depends on the product industry, on the market and on target consumers, but the outcome is always uncertain, given the high subjectivity of consumers' behavior. Among marketing strategies, communication plays a fundamental role: the consumer should associate the brand with the values of the company and with the quality of the offered product/service. Everything that constitutes a contact with the potential consumer is said "touchpoint"; among the touchpoints "visibility materials" worth a deepening. This thesis will focus on the instrument of visibility materials and their application in the coffee market, bringing as case study the related strategy of Luigi Lavazza S.p.A, among the market leaders. The discussion will lead to the understanding of the importance of the instrument in terms of building customer loyalty, together with consolidating the relationship with the points of sale, through the analysis of cost pricing and activation strategies. Furthermore, an analysis of the management of the marketing instrument will be conducted from the point of view of HQ Demand Planning, department that is particularly significant because it acts as bridge between the Marketing department (that develops the marketing plan) and the production. Demand Planning has been a relevant observation point to understand the evolution of visibility materials and their increasing importance in last years.