Make More Money By Selling What They Are Buying

coronaLast week I posted about the difference between focusing on what you sell and what the customer is buying using the Stradivarius violin as an example. A new/old example came up again this week: Corona Beer.

Bloomberg News, in an April 16th article, noted that Constellation Brands is making lots of money selling a beer that is considered “…one of the worst Mexican beers.” It’s described by some as having “…faded aromas of sulphur, faint skunk, mild cooked veggies.”

And yet it sells. I noted this phenomenon in my book, It’s Not Rocket Science: Using Marketing to Build a Sustainable Business several years ago. Corona has always been a down-scale brand in Mexico but considered a “better” brand in the US. It became “in” to put a lime in the bottle and drink it. (Skeptics claim the lime in the bottle is to hide the “faded aromas of sulphur…”

You can make a lot more money if you understand what people are buying. And as Corona and Stradivarius show, it may not be “logical,” but it’s still valid.

Mitch

Advertisements
This entry was posted in Pricing, What and tagged , , . Bookmark the permalink.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s