Lavazza Coffee amd Marketing

Paper Summary:

The paper examines the marketing budget for Lavazza Coffee and identifies the appropriate techniques for evaluating Lavazza Coffee's marketing plan. The paper explains why evaluating Lavazza's marketing plan in terms of a competitive analysis is the most appropriate evaluation technique.

Outline:
Introduction
Business Description
Types of Marketing Budgets
The Marketing Budget that Suits Lavazza
Marketing Strategy
Techniques for Evaluating Lavazza's Marketing Plan

From the Paper:

"Marketing expenses will correlate with Lavazza's revenue. This is based on a 2.5% factor of annual revenues. These expenses include any related advertising, printed materials, public relations, travel, web support, dues, or other expenses incurred during the marketing of Lavazza. Hence it's best to budget for these specific line items that rely on the accounting categories. It will also aid with evaluative techniques such as variance analysis, forecasting, and return on investment calculations, since Lavazza will be able to complete the calculations for specific areas within the budget."

Sample of Sources Used:

• Berry, Tim and Doug Wilson. 2001. The Book on Marketing Plans. Oregon: Palo Alto Software Incorporated.
• "Coffee Importation Statistics" 2007.. International Coffee Organization Trade Statistics [Online]. Available : http://www.ico.org/coffee_prices. [23 March 2007]
• Davids, Kenneth. 1981. Coffee: The Guide to Buying, Brewing and Enjoying. San Francisco: 101 Productions.
• Debelak, Don. 2000. Marketing Plan. Massachusetts: Adam Media Company.
• "Lavazza's Company Overview." 2007. Lavazza: Italy's Favorite Coffee [Online]. Available:http://www.lavazza.com [22 March 2007].

More papers on Lavazza Coffee amd Marketing:

• Marketing Plan # 104191 : "Analyzing Lavazza Coffee's Marketing Plan"
• Business Plan # 101481 : "Lavazza Coffee"
• Marketing Plan # 131538 : "Marketing Plan: Lavazza Coffee"

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