THE PROJECT
Supercharging a global brand at the heart of coffee culture, while reorienting its business structure for future success.
Italian espresso machine manufacturer La Marzocco, part of DeLonghi Group
Producing the world’s finest coffee machinery for almost a century, supported by its Australian service partner Brewtech
THE CHALLENGE
La Marzocco is the market leader in commercial coffee machines for cafes, restaurants and businesses, and in premium home coffee machines.
During its ten-year lifespan in Australia, La Marzocco’s local business had grown organically.
To reach customers outside of its current remit and to prepare for the next ten years, the organisation needed to audit the go-to-market approach, expand its understanding of the Australian market, and reshape its teams in response.
Breakfast Strategy was invited to help the organisation take stock of its position, support senior management to create a local vision for 2030 and reorientate its brand and marketing efforts, to ensure another hundred years of coffee success.
THE PLAN
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DISCOVERY
Immersion in the business for 10 weeks as fractional Head of Marketing, covering long service leave
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FUTURES
Assessing future customer segments, scenarios and market maturity levels
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DIRECTION
A clear 2030 vision, plus supporting the process of reshaping teams and goals
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DEFINITION
Commercial market reset, prelaunch go-to-market for La Marzocco’s new Sistema SAAS offer
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ENGAGEMENT
Collaboration with senior leaders and marketing team members on off-sites, resetting rhythms & focus areas
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EMBEDDING
New team structures, ways of working, partner selection and measuring effectiveness supports the vision
THE IMPACT
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Leadership
Establishing the new leadership team with a longer term strategic focus
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Structure
Focussed marketing teams, separating b2b and b2c divisions to be more effective and future-focussed
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Go-to-market
New commercial customer targets, plus support for company-first SAAS product Sistema, launched with support of senior leaders at Campos Coffee
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Momentum
A company 2030 vision, new rhythms, metrics and reporting, and a commitment to quarterly strategic & planning offsites, to keep up the momentum
TESTIMONIAL
“Clare helps different stakeholders feel heard and get on the same page when it comes to strategy.
Working through uncomfortable growth so everyone shines, Clare doesn’t shy away from confronting the uncomfortable and bringing it out into the open, for the better of the business and your people.
A real lifesaver when you are stuck in a rhythm that is not challenging or progressing your future business growth.”
Jets Anita Langlands – Head of Marketing, La Marzocco Australia
TESTIMONIAL
“Clare's approach to true collaboration drives real change in businesses via evolution, not revolution.
Through genuine partnership and a deep understanding of La Marzocco's values, including knowing what we must never change, Clare's perspective and experience beyond our own industry allows us to think differently and see new opportunities.
Clare works effortlessly alongside every member of the organisation to build trust.
Her rare ability to tackle issues as part of the change process is key to her success.
Everyone feels engaged and part of the solution, which they then own.”
Barry Moore – Managing Director, La Marzocco Australia