How much flare could turn a donkey into a horse?

I think marketing is a fascinating area. Take a look at this picture. It’s the new product from Starbucks, it’s a “rich and delicious” instant coffee. I am not a coffee connoisseur, but when my stomach hurts after drinking Starbucks, I can safely infer that it is already not the best thing for me out there.

Now, I must admit that I am guilty of occasionally paying $5 for some fancy Latte from the store, which is already stupid since I can make coffee at home, or better yet – just eat an apple for the same or greater effect. But, what can I say. People are creatures of habit and having some expresso once in a while is just the part of the study-sleep-eat-repeat ritual.

However, when it comes to something like this instant coffee, it just amazes me. In a supermarket, I can buy a whole bag of this stuff and make it in a coffee maker, and that would cost about 5 buck for a few weeks worth of coffee. Here, just because it’s red-hot and “delicious”, people are paying ridiculous margins. The packaging probably costs more than what’s inside. I mean, I can’t judge because once in a while I get tea from them and it’s also about $1.50 for a bag of goodness that costs cents, not dollars. There is no rational behind that, just the perception of a need.

What’s the point? Well, the point it’s an amazing model and however much I’d love to fight it, it seems to be really hard.