Curious ’bout how Nestle — the world’s most boycotted corp — got so much market share? Well, market researcher Clotaire Rapaille lets you know how, in a 2003 PBS interview.
This guy did some work for Nestle’s biz tactics, including getting the Japanese to get into coffee:
We started, for example, with a dessert for children with a taste of coffee. We created an imprint of the taste of coffee…. They start selling coffee, but through dessert, things that were sweet, get the people accustomed to the taste of coffee, and after that they followed the generations. And when they were teenagers they start selling coffee, and first there was coffee with milk at the beginning, and then they went to coffee, and now they have a big market for coffee in Japan.
And even in the US, the whole coffee market’s bizzare. For ex, according to Clotaire: “A large majority, 90-something percent of Americans, love the aroma of coffee. Only 47 percent like the taste.”
So now corps work on the aroma of coffee more than the taste….
It’s really hard to get consumers concerned about the actual quality — let alone enviro and fair trade factors — of the coffee they’re buying. It’s not impossible, but we’re battling against the rich marketing boys hired by big corps.
im one of those freaks who looooves the smell of coffee (particular coffee beans) but hates the taste.
wish i liked it since its usually free everywhere.
George Carlin said the reason why coffee is accepted and marijuana isnt is because The Man (aka Big Business) wants the people to be alert and better workers, whereas weed makes them lazy.
Either way theyre both drugs, although coffee is far more addicting and more expensive.
Comment by tony — October 8, 2006 @ 3:54 pm
more expensive? where do you get your bud?
Comment by Anonymous — October 9, 2006 @ 10:34 am
Weed’s way cheap, dude. Especially if you grow your own, or if you’re the editor of LAist, in which case maybe you get lotsa packed pipes passed your way?
Comment by Siel — October 10, 2006 @ 2:44 am