The IBEC 2026 Case Study is part of the Italian BEST Engineering Competition held at Politecnico di Torino. Our team participated in the Case Study category, tackling a real-world engineering and logistics problem proposed by one of the event’s industrial partners.
Through analytical reasoning, teamwork, and creative problem-solving, we developed a comprehensive solution model addressing the proposed challenge using both quantitative and qualitative approaches.
IBEC — Italian BEST Engineering Competition — is the largest engineering competition in Italy and one of the biggest in Europe. It gathers over 400 students who collaborate in teams to solve technical, business, and design challenges proposed by partner companies.
Organized by BEST (Board of European Students of Technology), IBEC promotes teamwork, innovation, and interdisciplinary thinking. Participants can compete in two categories:
- Case Study – solving a theoretical industrial, logistic, or management problem.
- Innovative Design – developing a practical engineering prototype or concept.
The competition provides a valuable opportunity to network with companies, learn from real-world problems, and demonstrate one’s technical and strategic skills.
The challenge took place on November 8th, 2025, at Politecnico di Torino. Teams gathered on campus at 8:30 AM, where they received the problem statement and materials. The entire challenge was completed within one day, culminating in a final presentation to the judging panel.
Our team was tasked with designing a go-to-market strategy for Lavazza’s new Liquid Coffee product in China.
The challenge involved integrating market analysis, product design, logistics planning, and marketing strategy to create a feasible, scalable, and culturally relevant launch proposal.
Within six hours, we developed a solution balancing business performance, consumer engagement, and operational efficiency, aligned with Lavazza’s brand identity.
The IBEC 2025 Case Study required teams to act as cross-functional strategic teams addressing the following objectives:
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Target Analysis and Selection
- Identify key consumer segments in China (e.g., young professionals, students, lifestyle-oriented consumers).
- Analyze city tiers (Tier 1–4) to define launch priorities and regional strategies.
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Product Definition
- Propose appealing flavors, packaging, and naming adapted to Chinese culture.
- Suggest cost-effective and visually attractive packaging reflecting Italian elegance and local trends.
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Distribution Strategy
- Design a short supply chain from Shanghai harbor to selected cities.
- Choose innovative channels (e-commerce, convenience stores, co-branding spaces, vending machines) to maximize reach.
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Viral Communication & Storytelling
- Create a digital and physical marketing campaign integrating Italian and Chinese cultural elements.
- Define campaign slogan, story, and influencer collaboration opportunities.
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Integrated Presentation
- Combine all elements into a coherent and persuasive proposal, with clear justification for every strategic decision.
Constraints & Considerations:
- Solutions had to be qualitative but realistic, reflecting both business logic and operational feasibility.
- Scalability to other APAC markets was encouraged as an additional value element.
- TOPIC_LAVAZZA_IBEC26.pdf — official IBEC topic brief (scope, objectives, constraints).
- Case_study_Lavazza_BEST.pdf — full case document and supporting data for the challenge.
- Lavazza_Corporate_presentation.pdf — company background, brand positioning, and product portfolio.
- China_for_newbies.pdf — market primer and cultural/consumer insights for localization.
After conducting a comprehensive market analysis of the Sub-East Asia region, we identified significant gaps in the current market offerings. To address these opportunities while maintaining our brand identity and core values, we have developed a strategic two-product approach specifically designed for this market.
Our solution focuses on the mid and high-tier segments, recognizing the diverse needs and purchasing power within the Sub-East Asia market. By developing two distinct products, each with specific characteristics and targeted positioning, we can effectively serve different customer segments while maintaining market coherence.
- Market Gap Analysis: Identified underserved segments in Sub-East Asia's mid to high-tier markets
- Brand Consistency: Maintained core brand identity while adapting to regional preferences
- Targeted Solutions: Developed two specialized products to address distinct market segments
- Regional Adaptation: Tailored features and positioning for Sub-East Asian consumer behavior
Our solution consists of two carefully designed products:
- Positioned for the growing middle class segment
- Balances accessibility with quality features
- Addresses core functional needs of the target demographic
- Targets premium market segment
- Offers advanced features and superior quality
- Appeals to affluent consumers seeking premium experiences
Each product has been developed with specific characteristics, pricing strategies, and marketing approaches tailored to their respective target audiences, ensuring maximum market penetration and brand growth in the Sub-East Asia region.
Final Presentation: view slides here!
Final Report: view the final report!
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| Vincenzo Pio Altieri |  |
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| Eric Ruiz Giménez | |
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| Elia Innocenti | |
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| Simone Romano | |
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| Name | GitHub | ||
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| Andrea Botticella | |
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| Andrea Centrella | |
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