Pellini – Particular and Unmistakable

In the espresso coffee market in Italy, Pellin Caffè competes in the 'premium price' and 'premium quality' product sectors against highly renowned brands with higher market shares and communication expenditures.
  

Pellini – Particular and Unmistakable

Agency name: Com Group Client name: Pellini Caffe' S.p.A. Category: Brand-building Country: Italy

BACKGROUND

In the espresso coffee market in Italy, Pellin Caffè competes in the 'premium price' and 'premium quality' product range against highly renowned brands with high market shares and high communication expenditures. In particular, with reference to the 'premium' product range, Pellini competes against Illy, a long-standing and world famous brand, whose marketing investments exceed Pellini's by far.

Pellini's strengths are:

  • product quality

  • a unique advertising positioning.

OBJECTIVES

In contrast with the competition, Pellini cannot simply rely...

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