Why is Lavazza so expensive?

Could you please elaborate on the factors that contribute to the high price tag of Lavazza coffee? Are the beans sourced from exclusive, premium plantations, or is it the intricate roasting process that drives up the cost? Do they invest heavily in marketing and branding, which reflects in the final price? Or perhaps, it's a combination of all these elements? Understanding the underlying reasons behind the expensiveness of Lavazza would be quite insightful.