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Thread: Coffee Assignment

  1. #1
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    Coffee Assignment

    Gene Cafe Coffee Roaster $850 - Free Beans Free Freight
    Hi coffee lovers,

    I have an assignment about the repositioning of marketing of Vittoria coffee by the Cantarella Bros.

    I have surfed all the available publicised sites I could find-

    However, i cannot find the information that i need like sales performance, market share and other coffee related information.

    I was hoping you coffee gurus could help me?
    :)



  2. #2
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    Re: Coffee Assignment

    Not sure what your assignment is for, but that sort of information is not likely to be in the public domain. You would need to contact the company, explain your reasons and ask them.

  3. #3
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    Re: Coffee Assignment

    There is some very interesting / relevant information in Phil Di Bellas book (avail in Bean Bay) or I assume from DiBella which contains some pretty good info on the Australian Coffee Marketing Landscape

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    Re: Coffee Assignment

    You may also want to contact Vittoria directly, as they may be able to provide you more information.

  5. #5
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    Re: Coffee Assignment

    Actually, i was told NOT to contact Vittoria coffee.
    My lecturer said , the information should be available in public domain.
    I tried www.abd.gov.au (Australian Bureau of Statistics)
    and Euromonitor but they both require me to pay for their information :(

    I am basically doing a marketing plan for Vittoria coffee (for my marketing class) focusing on repositioning.

  6. #6
    Senior Member flynnaus's Avatar
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    Re: Coffee Assignment

    Try here

    EDIT: Sorry, wrong year but ....

    A search on Cantarello Bros may be more rewarding but you may want to check news feeds and perhaps business forums

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    Re: Coffee Assignment

    Ok coffee lovers, didnt quite find what im looking for but, thank you for your help, appreciate it !! ;D

  8. #8
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    Re: Coffee Assignment

    I had a laugh full page ad in the NSW sunday telegraph paper

    buy 1kg Vittoria get one free at WOW,

    they are trying to reposition all right, trying people to actually but their coffee.....

  9. #9
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    Re: Coffee Assignment

    My lecturer said , the information should be available in public domain.

    That may be his opinion but not fact.

    I have found that a lot of teachers set assignments without know if the answers are out there.

    You may need to go back to the lecturer and point out your research results and ask for more guidance.

    ------------

    I had a laugh full page ad in the NSW sunday telegraph paper

    buy 1kg Vittoria get one free at WOW,


    I saw that too and wondered what the last of that 2kg would taste like.

  10. #10
    Senior Member Luke_G's Avatar
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    Re: Coffee Assignment

    Yes i spotted that advertisement also.

    Only i wondered if it would be any good at all?

    Vittoria USED to be exceptable back in the days when i though Lavazza was the coffee to have in my cheapa$$ sunbeam... my how the mighty have fallen :-/ vittoria that is not me I had a laugh ;D

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    Re: Coffee Assignment

    Thunder god, you are so feisty ;)

  12. #12
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    Re: Coffee Assignment

    Hi cg

    As you probably know, Vittoria is privately owned, and therefore doesnt have an obligation to broadcast information publicly.

    You might try some searches on the MD, Les Schirato and find info like this...

    http://www.theaustralian.news.com.au/story/0,25197,23814787-5010800,00.html

    Then contact The Australian for back issues of the weekend mag they refer to in that article.

    Of course, you could contact Les himself. Hed probably be chuffed to know about your research and generous with his answers.

    Cheers!


  13. #13
    Sleep is overrated Thundergod's Avatar
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    Re: Coffee Assignment

    Thunder god, you are so feisty

    Im an auditor.
    It comes with the territory.
    I deal in facts not opinions.
    A good lecturer should be the same. ;)

    Good luck with it.

  14. #14
    A_M
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    Re: Coffee Assignment

    Quote Originally Posted by 073B263D373621343C37530 link=1251682694/12#12 date=1251784416
    Thunder god, you are so feisty

    Im an auditor.
    It comes with the territory.
    I deal in facts not opinions.
    A good lecturer should be the same. *;)

    Good luck with it.
    Here Here TG..

    Some observe a process or activity and record their opinions and recollections which is then re produced and then used by others as fact.. When it is only hearsay... Unless you can be defined as an expert witness and it is your opinion...

    wiki - An expert witness or professional witness is a witness, who by virtue of education, training, skill, or experience, is believed to have knowledge in a particular subject beyond that of the average person, sufficient that others may officially (and legally) rely upon the witnesss specialized (scientific, technical or other) opinion about an evidence or fact issue within the scope of their expertise, referred to as the expert opinion, as an assistance to the fact-finder.[1] Expert witnesses may also deliver expert evidence about facts from the domain of their expertise


    Having had to give Expert technical evidence etc it is very interesting as to teh law and the separation between Fact / Opinion and Hearsay ;D

    Best of luck coffee_girl and remember... Try to find comments, facts and opinions etc that not only support but importantly; also question or refute what is being said.. The truth is often in ya face, but is silent. You just need to know how to read it.

  15. #15
    Senior Member Dennis's Avatar
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    Re: Coffee Assignment

    Quote Originally Posted by 1529342F252433262E25410 link=1251682694/12#12 date=1251784416
    I deal in facts not opinions.
    A good lecturer should be the same.
    Id have to disagree with that. If Educators (and we) only dealt with facts there would be no Masters, PHDs, and probably only one way to roast and prepare coffee. ;)




  16. #16
    A_M
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    Re: Coffee Assignment

    Quote Originally Posted by 6D4C4747405A290 link=1251682694/14#14 date=1251791355
    Quote Originally Posted by 1529342F252433262E25410 link=1251682694/12#12 date=1251784416
    I deal in facts not opinions.
    A good lecturer should be the same. *
    Id have to disagree with that. *If Educators (and we) only dealt with facts there would be no Masters, PHDs, and probably only one way to roast and prepare coffee. ;)


    You mean there is more than one way :o

  17. #17
    Sleep is overrated Thundergod's Avatar
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    Re: Coffee Assignment

    Quote Originally Posted by 77565D5D5A40330 link=1251682694/14#14 date=1251791355
    Quote Originally Posted by 1529342F252433262E25410 link=1251682694/12#12 date=1251784416
    I deal in facts not opinions.
    A good lecturer should be the same. *
    Id have to disagree with that. *If Educators (and we) only dealt with facts there would be no Masters, PHDs, and probably only one way to roast and prepare coffee. ;)


    Im prepared to accept that Dennis.

    Let me revise my "opinion" to take into account that coffee girl is probably not yet writing a thesis.

  18. #18
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    Re: Coffee Assignment

    Quote Originally Posted by 59555C5C5F5F655D5348563A0 link=1251682694/0#0 date=1251682694
    Hi coffee lovers.......I have an assignment..........need...sales performance, market share and other coffee related information.....on topic
    Hello coffee girl and welcome.

    The stats you require are available in the type of relevant retail food industry magazines that the general public usually dont ever see. From memory there is or was a publication called something like "Retail World" *and it used to publish quarterly figures on top selling brands.....

    You could try searching that name or similar configurations starting with the word "retail". The figures will be for national supermarket packet sales of coffee.


    Good luck,
    Attilio
    first / original CS site sponsor. *

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    Re: Coffee Assignment

    Ah yes, something else just came to mind.

    The "Fine Food" exhibitions always have a retail / hospitality trade magazine as a sponsor.

    Fine Food 09 happens to be on this weekend. No public entry, its a trade show.

    In any case look up their website or contact them and find out who the trade magazine sponsor is....and take it from there.

    Good luck,
    Attilio
    very first CS site sponsor.

  20. #20
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    Re: Coffee Assignment

    I came across this little bit of information in m quest for coffee knowledge...hope it helps Coffee Girl :)


    Cantarella Bros


    Leslie J Schirato, Cantarella Group Managing Director


    Recognised as Australia’s ‘Coffee King’, Les Schirato heads the Cantarella Group of Companies, which accounts for over 42%* market share in the pure coffee market with the Vittoria, Aurora and Delta brands. Over one million cups of Cantarella coffee are enjoyed by Australians every day, and for every three cups of pure coffee enjoyed at home, at least one is a Cantarella coffee brand. The Vittoria Coffee Brand has also been recognised as Australia best know coffee brand in cafes#.

    The son of Italian immigrants, Les was born in Sydney in 1955. His marketing expertise and passion for the Italian lifestyle has seen Les build many traditional Italian products into Australian household names.

    In 1993 Les was appointment as Cantarella Group Managing Director, his first role was to facilitate a plan to turn the company around, and fuel business growth, under his influence the group today has grown to a debt free organization with a $135 million turnover.

    This unprecedented growth and debt reduction precipitated Les being named Ernst & Young Entrepreneur of the Year (consumer & industrial goods) in 2001 and Cantarella awarded 2002 GIO fastest growing business and 2004 Family Business Australia Business of the Year – second generation.

    Today product lines extend beyond the famous Vittoria and Aurora coffees to category leaders Jarlsberg Cheese and Twinings Teas. Italian beverages include Luigi Cavalli wines and Santa Vittora mineral waters, Italian pasta, cheeses and preserved vegetables under the Aurora brand and Italian gelato ingredients for the Gelatoria Artisan Gelato concept.

    In 2003 Les embarked on a radical new approach to selling pure coffee in supermarkets, the impact was immediate. The ‘Café at Home’ shelf concept was designed to simplify the category and educate the consumers in Woolworths, this resulted in doubling Cantarella’s pure coffee sales as well as being awarded the Australian Marketing Institute’s National Innovation award in 2004.

    In 2004 the award continued with the ‘2004 Big Business Award’ - Australian Multicultural Marketing recognizing the Vittoria Italian Heritage newsprint campaign - celebrating the impact Italians have had on Australian culture.

    An industry leader, Les is the Vice President of the Australian Coffee Traders Association and is also a member of the World Presidents Organisation, Australian Food and Grocery Council, Australian Institute of Directors and the Australian Marketing Institute.

    Always heavily involved in community issues, Les is major supporter of the Curran Foundation at St Vincents hospital, The Leukemia foundation of NSW and the Children’s Cancer Institute all of which receive on going support through donation as well as the International Coffee Kids Foundation.

    The immediate future has Cantarella building a new state of the art coffee roasting facility in Sydney, further expansion of the export markets, particularly Asia, and several new retail and product innovations to the Australian market.

  21. #21
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    Re: Coffee Assignment

    Hey

    Im a marketing / advertising major and have done many assignments on coffee :)

    Your best bet is euromonitor. Your university library should have a membership (mine does). It has market share and consumption statistics info by the bucket load.

    If your really stuck I can access it for you and just email it too you. PM if you need this.

  22. #22
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    Re: Coffee Assignment

    Hey Deano T
    A friend and i are doing the same assignment as coffee girl and we are having extreme trouble doing the reasearch! We have done everything they have said above and we were wondering if you could help us?
    Emailing us euromonitor stuff would be great which uni do you go to? because we arent sure if our uni has a membership.
    Thank you!

  23. #23
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    Re: Coffee Assignment

    Quote Originally Posted by 080F0C0C193F0C0F1605133F030F06060505600 link=1251682694/21#21 date=1253072722
    because we arent sure if our uni has a membership.
    Go and ask the librarians - thats what theyre there for. There should be some sort of service that the library provides to assist you with finding and using its resources. Tell them you need to use euromonitor and theyll be able to tell you if its available (or do a search on your librarys website for Euromonitor global market information database). Getting the info yourself is arguably much better than relying on some guy on an internet forum to supply you with it (no offence, DeanoT).

  24. #24
    Senior Member GregWormald's Avatar
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    Re: Coffee Assignment

    And if the Uni cant supply the information you need, make sure the lecturer knows.

    Greg
    ex-uni lecturer

  25. #25
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    Re: Coffee Assignment


    Let me revise my "opinion" to take into account that coffee girl is probably not yet writing a thesis.


    Nope, its my first year/sem at uni. Definately quite far from doing a thesis! :D

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    Re: Coffee Assignment

    Hey DeanoT

    I will accept any help you are willing to offer me.
    I have a cousin working in marketing as well.
    She has done some background search about the Cantarella Bros company and said they are privately listed.
    So information on sales figures are not necessarily published.

    x

  27. #27
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    Re: Coffee Assignment

    Hi GregWormald
    At this point, im not interested in what the lecturer knows or does not know. I just wish to get over with this assignment and do it in the best possible way.
    x

  28. #28
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    Re: Coffee Assignment

    Im just annoyed that other students doing this assignment have found out about my secret weapon(this site).
    Now they are so going to steal all of the info you guys are giving me! :-/

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    Re: Coffee Assignment

    Hi Coffee Girl,

    I checked with my library:

    Your Library should be able to access this Journal Articles which may be of help:

    Resource: APA-FT- (Informit Search)
    Title: Coffee [The coffee business in Australia.]
    Author: Charles, Ed
    Citation: Intheblack (Prahran, Vic.), v.77, no.4, May 2007: 28-31
    Year: 2007
    Subject: Beverages
    Individual companies
    Profits
    Competition
    Consumers
    Quality control
    Personnel

    And this old one specifcially mentions Vittoria:
    Resource: APA-FT- (Informit Search)
    Title: The coffee society. -Coffee retailing in Australia: based on interviews with the managers of four companies in the business-
    Author: Francis, Trina
    McKenna, Anne
    Citation: Sydney Morning Herald, 17 June 1986: supp. 1,8
    Year: 1986
    Subject: Cantarella Brothers|Belaroma Trading Company|Harris Co
    Beverages
    Retail trade
    Nestle Alimentana Company
    Andronicus coffee
    Vittoria coffee

    Hope this helps

    Cheers
    Mokka

  30. #30
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    Re: Coffee Assignment

    Behmor Brazen - $249 - Free Freight
    Mokka

    Thank you for your help.
    Will source out for them if they are available.
    Let you know.



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