 Lavazza Turkey board member and CEO Sertaç Akyüzol says the coffee market in Turkey is composed of three main groups. |
Lavazza registered 110-percent growth and attained a 50-percent market share in 2010, while Lavazza Turkey registered a 66-percent growth in four sales channels, according to a recent company press release.
Lavazza leads the coffee bean market both in Europe and Turkey, the company said. In Turkey, HORECA, Best Coffee Shop, Lavazza Blue and Bakkal24 offer the company’s coffee automat services.
Lavazza’s Turkey operations are carried out by Best Export Import with a 160-person staff. In addition to the four sales channels, the company is working on new sales channels in 2011 for office and home markets, the release said.
According to data provided in the press release, Best Export Import increased its total turnover of its four sales channels from 15 million Turkish Liras to 25 million liras over the past year.
In unit-by-unit evaluation, HORECA increased its turnover from 8.6 million liras to 12.8 million liras, Best Coffee Shop from 0.6 million to 4.7 million liras, Lavazza Blue from 0.5 million to 1.7 million liras and Bakkal24 from 5.3 million to 5.8 million liras.
Since the coffee group was established in 2004 the investment amount registered by Best Export Import in all four sales channels has totaled 15 million.
The company has also invested a further 1.2 million liras in brand marketing and marketing communication activities to increase the brand awareness of Lavazza in Turkey, the company said, predicting that its investment in brand marketing would increase to 2.4 million liras in 2011.
Evaluating the sector’s structure, Lavazza Turkey board member and Chief Executive Officer Sertaç Akyüzol said the coffee market in Turkey fell into three main groups, namely Turkish coffee, instant coffee and Italian-style coffee.
Turkish coffee leads the market with a 60-percent market share, followed by instant coffee at 30 percent and Italian-style coffee, such as espresso and cappuccino, at 10 percent, he said.
However, such trends are likely to change in the future, Akyüzol said in the statement.
Lavazza leads the coffee bean market both in Europe and Turkey, the company said. In Turkey, HORECA, Best Coffee Shop, Lavazza Blue and Bakkal24 offer the company’s coffee automat services.
Lavazza’s Turkey operations are carried out by Best Export Import with a 160-person staff. In addition to the four sales channels, the company is working on new sales channels in 2011 for office and home markets, the release said.
According to data provided in the press release, Best Export Import increased its total turnover of its four sales channels from 15 million Turkish Liras to 25 million liras over the past year.
In unit-by-unit evaluation, HORECA increased its turnover from 8.6 million liras to 12.8 million liras, Best Coffee Shop from 0.6 million to 4.7 million liras, Lavazza Blue from 0.5 million to 1.7 million liras and Bakkal24 from 5.3 million to 5.8 million liras.
Since the coffee group was established in 2004 the investment amount registered by Best Export Import in all four sales channels has totaled 15 million.
The company has also invested a further 1.2 million liras in brand marketing and marketing communication activities to increase the brand awareness of Lavazza in Turkey, the company said, predicting that its investment in brand marketing would increase to 2.4 million liras in 2011.
Evaluating the sector’s structure, Lavazza Turkey board member and Chief Executive Officer Sertaç Akyüzol said the coffee market in Turkey fell into three main groups, namely Turkish coffee, instant coffee and Italian-style coffee.
Turkish coffee leads the market with a 60-percent market share, followed by instant coffee at 30 percent and Italian-style coffee, such as espresso and cappuccino, at 10 percent, he said.
However, such trends are likely to change in the future, Akyüzol said in the statement.
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