This is How Japan Became The 6th largest Importer In The World | Startup Pedia | Business | Coffee
Please try this drink. This is coffee. It will fine tune your focus and boost your energy. Yay. What is this drink? I only drink chai. Back in 1970, Japan used to be a chai consuming country. And Nestle decided to expand its business in Japan and launched coffee. They spent a lot of time, effort, and money to market it, but failed. Failed miserably enough that they could not even sell one cup of coffee. So Nestle hired this psychoanalyst. And after some interviews and surveys, they found that the Japanese lack emotional connection with the taste of coffee. So instead of selling coffee to adults, they started targeting Japanese children with the coffee taste toffee. This created a positive association with the taste of coffee in those children. And after a decade, once the children grew and entered into workforce, Nestle launched coffee again. And this time it was a massive success. Today, Japan is the sixth largest coffee importer in the world.
Building a brand is a game of authenticity, patience, and consistently delivering what you stand for. I have highlighted a few strategies and fundamentals that worked for this brand.
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