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Marketing History | |
Building the Vittoria Coffee brand and developing café society. Vittoria pioneered espresso style coffee in the Australian market and was a key player in the development of café society to what it is today. The marketing of Vittoria Coffee over its brand life has had several distinct phases which can be outlined as:
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Stage One: 1958-1980
Market: Australia - a nation of instant coffee and tea drinkers. Pure coffee was poor quality - light roast.
Positioning: 'Vittoria coffee is your coffee'
Targets: Italian Migrants - Delis, Italian Restaurants, Coffee lounges |  |
Stage Two: 1980's
The Market: Espresso coffee widespread amongst the migrant community. An idea - sell espresso coffee to Australians! Range Vittoria Coffee in the supermarkets - a new retail channel for pure coffee.
Competitive positioning:'Making Italian Style famous in Australia'
Targets: Australians
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Stage Three: Late 1980's early 90's
Market: Vittoria continues to dominate the café sector which gives it a unique positioning against supermarket competitors.
Competitive positioning: 'Bring home the coffee they serve in Cafés'
Targets: Café society - enjoy more coffee - but enjoy at home.
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Stage Four: 1990s - now
Market: Explosion of cafés, advent of café culture, many brands, rise of small boutique coffee brands. Vittoria one of the few larger brands to be family owned and have experts here in Australia.
Competitive positioning: 'Where our expertise is still a family tradition'
Targets: Consumers who have an unswerving commitment to quality. |  |
Stage Five: Late 1990s - now
 Market: Australia becomes obsessed with food and lifestyle activities. Chefs become celebrity's and have TV programs. Vittoria is served at many of the award winning restaurants.
Positioning: 'Award winning cafés and restaurants choose to serve Vittoria Coffee'
Targets: Consumers that are food interested, quality conscious and know how demanding Australia's top chefs can be! |
2003 Heritage Campaign
 At Vittoria we are very proud of our Italian heritage. Since 1959 we've always used our Italian heritage as part of our marketing mix. Italian's have made a significant contribution to the making Australia, bringing their unique culture and introducing Australians to new and different foods and the passion for making of exceptional coffee.
Celebrating how Italian migrants and their traditions have influenced our Australian society, even through the humble espresso, Vittoria has put together a unique campaign being featured in newspapers.
Through stark black & white photographs, Vittoria creates a distinctive pictorial tribute to Italians in Australia and we have tried to how important from have been to Vittoria’s evolution.
The campaign first appeared in NSW in late 2003 and is currently running in Victoria over January / March 2004.
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2003 - The 'Cafe at Home Aisle' activation concept in Woolworths supermarkets
 Working closely with our customer Woolworths, Vittoria developed a unique point of sale marketing concept which not only proved successful to the business, but won the 2004 Australian Marketing Institute award for marketing innovation.
The objectives of this project were to: simplify the pure coffee offer; educate the consumer and develop a ‘café feel’ for the supermarket shopping experience.
The solution was a new shelf merchandising system and product offer designed to activate consumer purchase. The solution included the introduction of new categories such as ‘what's new’ and ‘accessories’ and ‘special buys’ plus graphics to colour code sections and provide educational information on coffee.
The results included additional sales of $5.5m and market share gain of 14%, a strengthening of Vittoria’s position as a preferred trading partner, and extension of pure coffee category range. |
2005 Fresh is Best Campaign
Chefs know ‘Fresh is Best’, which is why when it comes to coffee, they choose to serve Vittoria Coffee.
Serving fresh coffee is just as important to chefs as sourcing quality, fresh produce.
Watch out for a whole series of "Fresh is Best" advertisements featuring Award Winning Chefs!
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