Re: Definitely overpriced! But a tribute to good branding - Saab General Bulletin Board - Saabnet.com
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Re: Definitely overpriced! But a tribute to good branding
Posted by dboone [Email] (more from dboone) on Wed, 15 Mar 2006 09:46:27
In Reply to: Definitely overpriced! But a tribute to good branding, Noel, Wed, 15 Mar 2006 07:27:44
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Good success story. Relied on a superior product (unique bold taste and comfy atmosphere) and fast growth (rapid openings in close prox) to stimulate/convince the consumer to buy their coffee versus others. Interesting that they used no advertising...and still, to this day, spend as a percentage of sales, nothing compared to other food brands. A $1.80 for a large cup is comparable to other coffee house prices. The $4 & $5 drinks cater to the goofballs that are looking for something unique to their particular personality. I have watched people order some of these drinks...It is very intertaining to see the attitudes and expressions on the costomers in line when it takes 20 seconds for someone to order a drink. Then hear the conversations....Oh, that sounds good, I'll have to try that, I prefer such and such. Lots of people can't afford a Merc. or a Saab. But, they can afford a high quality turbo charged cup of java.
It will be interesting to see how the "Juan Valdez" coffee house brand will do.
I don't drink coffee....But, do get a hot choc once in a while.
Now....A Double-Double, Animal style, extra mustard is a real treat. Do that once a month.
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