Create a new brand identity and a new portfolio of products, Marketing Management

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Create a new brand identity and a new portfolio of products

Problem

Lavazza's entry into the US ready-to-drink coffee market: should it try to introduce US consumers to the "Italian way" of drinking espresso coffee, or should it create a new brand identity and a new portfolio of products that were more aligned with the tastes of US consumers?

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Marketing Management: Create a new brand identity and a new portfolio of products

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Asked Questions

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Marketing Management: Create a new brand identity and a new portfolio of products

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