Emotional & Cultural Value: Lessons from Inca Cola & Starbucks
Key Points:
- A comparison between Coca-Cola’s struggle with Inca Cola in Peru and Starbucks’ success with cultural customization.
- Inca Cola’s emotional and cultural value in Peru outshines Coca-Cola, causing sales goal misses.
- Starbucks’ approach to customization and localization has helped them succeed in different markets.
Exploring Emotional & Cultural Value
In this article, the author draws a comparison between Coca-Cola’s struggle with Inca Cola in Peru and Starbucks’ success in customization and localization. They highlight the importance of emotional and cultural value in customer experience and its impact on sales goals.
When it comes to Peru, Coca-Cola faces fierce competition from a local drink called Inca Cola. Developed in 1935, Inca Cola holds significant emotional value for the Peruvian people due to its distinct lemon verbena flavor and cultural significance. Despite Coca-Cola’s extensive marketing efforts, they continuously miss their sales goals because Inca Cola has a stronger emotional and cultural connection with the Peruvian market.
On the other hand, Starbucks has managed to succeed globally by understanding the importance of customization and localization. They adapt their menu offerings and store experience to cater to the preferences and cultural nuances of different markets. Starbucks recognizes that emotional and cultural value plays a vital role in customer loyalty and satisfaction.
“When people in different markets feel that the brand understands and respects their culture, they are more likely to develop a strong emotional connection.”
This quote from the article emphasizes that when brands make an effort to understand and respect the culture of their customers, it leads to a stronger emotional connection. Starbucks’ approach of incorporating local flavors and designs into their stores allows customers to feel a sense of familiarity and belonging, resulting in a positive customer experience that translates into higher sales.
Our Experience
The article highlights the significance of emotional and cultural value in customer experience. It serves as a reminder to brands that understanding and respecting the culture of their customers is essential for success. Whether it’s through local customization or incorporating cultural elements, brands that connect with their customers on an emotional level are more likely to achieve their sales goals. So, next time you’re trying to win over a new market, consider the emotional and cultural value you can provide. It might just be the secret to success.
Original article: https://www.josephmichelli.com/blog/emotional-cultural-value-lessons-from-inca-cola-starbucks/
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