Na početku valja napomenuti da
cilj ovoga bloga nije promovirati određenu marku, već promovirati kvalitetu, te
iskustva koja nam pruža „druženje s kvalitetom“. U ovom slučaju, primjer je
konkretan i spominjanje marke je nezaobilazano. Vidjeti ćete zašto.
Tijekom prošloga tjedna sam
doživio neponovljive trenutke radeći na projektu za tvrtku illy iz Trsta, (kažu da "illy" ide malim slovom) poznatog
svjetskog proizvođača „premium“ kave. Tu priliku sam imao zahvaljujući
partnerstvu škole MIB School of Management (na kojoj trenutno studiram) i
tvrtke illy. Za potrebe projekta nam se pridružilo šest MBA studenata s Rollins
College-a (Orlando, USA), tako da smo nas ukupno 11 studenata proveli
nezaboravne trenutke u „brainstorming“-u i druženju. O detaljima vezanim uz
novi marketinški projekt tvrtke illy trenutno ne mogu pisati, no kada to bude
moguće napisati ću post, pogotovo ako illy odabere neke od naših ideja te ih
primjeni u praksi. Tijekom izrade projekta smo dva puta imali priliku posjetiti
sjedište tvrtke u Trstu i neka od tih iskustava želim podijeliti s vama.
Fascinantno je koliko illy
pridaje važnosti kvaliteti, te kontroli kvalitete. Inače, tvrtka je osnovana
1933 i za one koji nisu znali – Francesco Illy je izumio „espresso machine“,
mašinu za kavu. Tvrtka je uspješno poslovala u narednih 45 godina, no kada se 1977
tvrtki pridružio Francescov unuk Riccardo, došlo je do zaokreta u strategiji
tvrtke, te ubrzo i do strelovitog rasta. Riccardo je tada donio jedinstvenu
odluku u svijetu kave – illy će proizvoditi samo jedan visokokvalitetni i
jedinstveni „blend“ kave. Tijekom nekoliko godina, eliminirao je 19 od 20
dotadašnjih „blendova“ i zadržao samo jedan najkvalitetniji. Otada, illy
proizvodi samo jedan 100% Arabica „blend“ kave za sve proizvode, što je
praktički nezamislivo za veliku većinu svih ostalih proizvođača kave. Danas,
illy kava je prepoznata kao visokokvalitetna svugdje u svijetu i biraju je oni
koji cijene kvalitetu i koji se žele diferencirati od „mainstreama“. Zbog toga
im niti nije teško plaćati višu cijenu (cijena je oko 30% viša u odnosu na
konkurenciju). Da bi illy uspio održati kvalitetu kave identičnom, primjenjuje
rigorozne kontrole kvalitete sirovina, te održava iznimno čvrste odnose sa
svojim dobavljačima širom svijeta.
Kada šećete tvrtkom i proizvodnim
pogonom i kada vidite tu čistoću, ne začudite se kada vam pokažu stroj koji
kontrolira svako zrno kave koje ulazi u pogon, te koji odbacuje svako ono koje
nije „idealno“. Odbačena zrna se skupljaju, pakuju i na kraju se ponude i
prodaju na tržištu. Da, dobro ste pročitali – neki proizvođač na kraju kupi
zrna koja nisu bila dovoljno dobra za illy, te od njih proizvodi svoju kavu,
koja možda opet završi u vašem omiljenom baru! Kao što bira zrna, illy bira i
barove. Ako pojedini bar želi imati illy kavu u svom lokalu, mora ispunjavati i
određene uvjete, a to je prvenstveno vezano uz pripremu kave i stav vlasnika
bara prema usluzi i kvaliteti. Baristi koji rade s illy kavom često znaju reći
da je „zahtjevna“ za pripremu – to nam govori da illy kava zahtijeva određena „pravila
ponašanja“ u rukovanju s njom i samo u tom slučaju nam pruža ono vrhunsko od
sebe. Upravo takav vrhunski espresso sam popio na centralnom baru u holu tvrtke
zajedno s kolegama i nasmiješenim radnicima illy-a koji su upravo bili stigli
na pauzu. Nakon espressa smo probali i desert iz posebnih automata – „caffè crema“ – nešto između
sladoleda i granite, na bazi illy kave...jako fino, no mislim da nije na
prodaju...
English version
Visiting illy
Even though my greatest passion
are the special beers, this blog is intended to promote the culture of quality
drinking, and this means that I will write also about quality distillates,
wines, champagne, etc. I will also write about quality coffee, and that is
precisely what follows.
At the beginning it should be
noted that the purpose of this blog isn't to promote a particular brand, but to
promote the quality and experiences which gives us a „hanging out with quality“. In this case, the
example is concrete and the brand mentioning is unavoidable. You will see why.
During the last week I
experienced unique moments working on a project for the Trieste's illy company,
the world's famous manufacturer of „premium“-quality coffee. I had such an
opportunity thanks to the partnership among the MIB School of Management (where
I'm currently studying) and the illy company. For the project purposes we were
joined by six MBA students from Rollins College (Orlando, USA), and so totally 11
students spent memorable moments in „brainstorming“ and having fun. The details
of this new marketing project by illy I cannot write currently, but when
possible I will write a post, especially if illy selects some of our ideas and
applies them in practice. During the project development we have had two
opportunity to visit the company headquarters in Trieste, and some of these
experiences I want to share with you. It is fascinating how much importance illy
attaches to the quality and to the quality control.
The illy company was founded in
1933 and for those who didn't know – Francesco Illy has invented the „espresso
machine“. The company has operated successfully in the next 45 years, but when
in 1977 the company joined Francesco's grandson Riccardo, occured a big shift
in company's strategy, which quickly led to the fast growth . At that time
Riccardo decided something unique in the world of coffee – illy will produce an
only one blend of high-quality coffee. Over a few years, he has eliminated 19
of 20 previous blends and kept only the best one. Since then, illy produces
only one „100% Arabica“ blend of coffee for all the products, which is
unthinkable for the vast majority of the all other coffee producers. Today,
illy coffee is recognized as a high-quality coffee all around the world and is
chosen by those who appreciate quality and those who wants to differentiate
themselves from the „mainstream“. Those people are ready to pay a higher price
for this opportunity (the illy price is cca 30% higher compared to the main competitors).
To be able to maintain the quality of coffee identical, illy applies a rigorous
quality control of raw materials, and maintains very strong relationships with
its suppliers around the world.
When you are walking around the
company and production plant, and when you see the cleanliness, you aren't
surprised when they demonstrate you a machine which controls every coffee bean entered
in production, and which rejects every one that isn't „ideal“. Discarded beans
are gathered, packed, offered and sold on the market. Yes, you've read it
correctly – some manufacturers buy the beans which were not good enough for
illy, and produce its coffe which theoretically could end up in your favorite
bar! Similar to choosing the coffee beans, illy is choosing the bars. If
particular bar wants to have an illy coffee, the bar must meet certain
requirements, primarily related to the preparation of coffee and bar-owners
attitude concerning the service and quality. Baristas who work with illy coffee
often say that is very „challenging“ to prepare it – this tells us that illy
coffee requires a certain „code of conduct“ in handling with her and only in
this case provides us with exellence. Such a excellent espresso I've drank at
the central bar in the lobby of illy company along with my colleagues and smiling
illy workers who had just arrived for the break. After the espresso we've
tasted the desert from special machines - „caffè
crema“ – a something between the ice cream and granita, based on illy
coffee...very nice, but I think it isn't for sale...
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