Expanding Italian Coffee Brand Mexico, Russia and Asia
01 Background
An Italian coffee brand with a strong domestic presence aimed to expand its reach into Mexico, Russia and Asia, targeting mass-market retail chains in high-growth coffee markets.
02 Challenges
- Lack of distribution channels.
- Limited understanding of local consumer preferences and coffee culture in these regions.
- Difficulty navigating local retail networks and managing relationships with large-scale accounts.
- Challenges with aligning packaging and branding to local tastes while retaining its premium positioning.
03 Solutions
- Market Research & Strategy: Identified key distributors in LATAM and Asia, focusing on mass-market chains and coffee retailers.
- Brand Positioning: Worked with the brand to adapt product packaging and marketing materials to reflect regional preferences, while maintaining its premium Italian coffee image.
- Distribution Partnerships: Established relationships with top retailers and coffee suppliers across LATAM and Asia, ensuring effective market penetration.
- Local Adaptations: Made minor packaging and promotional adjustments to cater to local tastes and cultural preferences, ensuring the brand resonated with diverse markets.
04 Results
The coffee brand successfully entered mass-market retail chains and HoReCa, significantly increasing its visibility. It gained strong traction with coffee consumers in these regions, solidifying its position as a leading international coffee brand and enhancing its presence in key retail and e-commerce channels.