Can international taste-harmonisation help?
The BBC have published a detailed study of consumer reaction to perceived differences - 37,000 petition signatures to boycott Hershey's! - in the versions of CDM as made in the UK and by Hershey's under licence in the US.
The article goes into a degree of detail that will prove compulsive to those in the 'candy' sector, but the key issues raised in terms of consumer expectation that global brands should taste the same in every country may have implications for brands in other categories.
For instance, Nescafé UK blend might seem weak to hard-core Mediterranean coffee users...
Now whilst traditionally, such variations in local versions of brands might have been 'kept where they belong' by harmonising prices and terms, in a well-travelled world where every little helps, it might be necessary to find a way of harmonising taste..
Accordingly may we propose the use of Taste-corridors..?
The BBC have published a detailed study of consumer reaction to perceived differences - 37,000 petition signatures to boycott Hershey's! - in the versions of CDM as made in the UK and by Hershey's under licence in the US.
The article goes into a degree of detail that will prove compulsive to those in the 'candy' sector, but the key issues raised in terms of consumer expectation that global brands should taste the same in every country may have implications for brands in other categories.
For instance, Nescafé UK blend might seem weak to hard-core Mediterranean coffee users...
Now whilst traditionally, such variations in local versions of brands might have been 'kept where they belong' by harmonising prices and terms, in a well-travelled world where every little helps, it might be necessary to find a way of harmonising taste..
Accordingly may we propose the use of Taste-corridors..?
In the 'worst-case' scenario, the brand owner decides that one taste will fit all and pulls all global variations 'down' (?) to a common formula, in which case it had better be good...
In the 'Recommended Scenario' the extreme versions are gradually merged into a corridor that provides sufficient variation to satisfy some needs, saves face in the marketing department, and probably goes unnoticed by the bulk of users...
...until you try....
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