tag:blogger.com,1999:blog-38902647.post8743037987384097247..comments2024-03-26T05:19:42.852-04:00Comments on Professor Michael Roberto's Blog: Extending the Illy Coffee BrandMichael Robertohttp://www.blogger.com/profile/01658740999927721412noreply@blogger.comBlogger2125tag:blogger.com,1999:blog-38902647.post-81899148755196445682009-04-30T13:07:00.000-04:002009-04-30T13:07:00.000-04:00Great point... I had never thought of that issue, ...Great point... I had never thought of that issue, but it is true that they have terrific packaging.Michael Robertohttps://www.blogger.com/profile/01658740999927721412noreply@blogger.comtag:blogger.com,1999:blog-38902647.post-75009254093524180342009-04-30T07:26:00.000-04:002009-04-30T07:26:00.000-04:00Michael,
This may sound a little crazy, but I th...Michael, <br /><br />This may sound a little crazy, but I think that one thing Illy has going for it in terms of their extension into canned coffee beverages is ... Illy's expertise in *cans*.<br /><br />There is something special about Illy's cans for their loose coffee (the canisters with the lovely screw-back-on lids) as well as the rectangles for their espresso in pods. Their cans have a very unique tactile/haptic "feel" as well as sound, that helps to communicate the 'je ne sais quoi' of their brand.<br /><br />If they can translate any of this into their beverage cans, it will give coffee fanatics (rather obviously, folks like me) a reason to *prefer* Illy canned beverages over those of Starbucks. <br /><br />This is one of those situations where their uncelebrated yet core competency might be a strategic advantage for connecting with consumers.<br /><br />cvhCVhttps://www.blogger.com/profile/01877880737628874481noreply@blogger.com