Magazine article Marketing

Marketing Mix: We'll Call You - DeLonghi

Magazine article Marketing

Marketing Mix: We'll Call You - DeLonghi

Article excerpt

Mix can't quite see what part a cat-litter tray could play in making a delicious cup of coffee. Would Delonghi know?

DeLonghi Good morning, customer service, how can I help?

Mktg Hi, I'm just calling for some information. I've been reading on a website about a new gourmet coffee, which is made from cat droppings.

DeLonghi Oh OK, it's not a coffee we make. I know about it, though, and what you're probably thinking of is Kopi Luwak. It's a coffee that is digested by a weasel-like animal, secreted out, and then roasted.

Mktg Next to the article they have a picture with your logo. I assumed you had made it.

DeLonghi What website is that?

Mktg (Mktg provides details.)

DeLonghi Well our coffee makers are bean to cup, so if it's the Magnifica it will grind the coffee beans up and then dispense the coffee into the cup below. Kopi Luwak is a very expensive coffee. I like coffee but I'm not sure I like it that much. A good place to buy it from is

(Call-handler pauses as he reads the Kopi Luwak story.) The coffee comes from an animal which eats the fruit and the bean isn't digested. It then poops it out and the poo is collected and roasted. It is a legitimate coffee. The story is correct, but we don't have our own coffee manufacturers. …

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