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A Successful Recipe for China Market: Our Workshop in Lavazza

03 March 2022

On March 3rd, our workshop “Italian Brands Growing in China: The Lavazza Case Study" attracted over 80 participants at Lavazza Store in Shanghai and Online. This was the first event of our Food and Beverage Working Group’s （FBWG） “Brand Watch” series, jointly organized with our Intellectual Property Working Group (IPWG).

Lavazza has been able to leverage on a heritage of “Italianness” and commitment to quality and innovation to grow in the Chinese market.

How to expand in the market and preserve the Lavazza DNA?

Mr Ghigo, head of commercial, discussed the go-to market strategy of this well-known Italian brand in the China F&B market. From the export of products to the establishment of the first subsidiary and then the JV with YUM China. The discussion included the brand positioning in the China coffee market and the strategy behind the Lavazza cafés stores concept. The JV with the partner YUM China represented a turning point in the Lavazza China strategy, the collaboration framework with the Chinese partner was covered extensively during the workshop.

How to properly manage the IP rights in a JV?

With Ms Simona Musso, Group General Counsel and Mr Marco Braida, International Business & IP – Legal Director, we discussed the management of IP rights with specific reference to the Joint Venture framework and the China Digital Ecosystem. IP rights that need to be protected include – but are not limited to - trademarks, design, copyright and know-how. Cooperation with the local partner to develop new IP rights and for their effective enforcement, together with periodical reviews, are essential.