Perception marketing is the use of packaging and other sensory stimuli to create a perception that the product or service is worthwhile to the consumer. It’s the sizzle, not the steak, no doubt. But if you can get a few million people to buy the image at least once, you have a chance of getting some traction and buzz. Perception marketing, if done right, is so powerful you can literally sell crap.
Luwak coffee is one of the world’s most expensive and rarest coffees. It comes in a fancy wood box and sells for $200 a pound. And that’s the cheap stuff. Kopi Luwak, the world’s most expensive coffee (according to wikipedia) sells for about $600 a pound. The perception is that rare and expensive coffee MUST be good. It might be but it’ll cost you some bucks to find out. So what makes Luwak coffee so special. According to the company that sells it:
When a coffee cherry is eaten by a Luwak (a nocturnal cat-like mammal: ed.), the flesh is removed through digestion in the stomach of the Luwak, and the beans are collected after they have passed out of the Luwak.
That’s right, you’re drinking animal feces coffee. But don’t worry, the company says it has no odour “until roasted!”. Being omnivorous the animal eats rodents, birds and insects, as well as fruit. Sounds like quite a heady brew. Can I get that in decaf?
One might say peception marketing applies to everything. That’s why staging a home, inside and out, is so important. Your marketing materials will also play a large role in how consumers perceive a home’s value. You do not market a multi-million dollar mansion the same way you market a cookie-cutter home. One calls for selling a lifestyle while the other may be affordability and investment return on a resale.
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You have to wonder how some of these things are discovered. “I need a coffee so bad, I think I’ll brew this turd.”
I have truly heard it all, now.
I will never say “this coffee tastes like crap” in a negative tone again.
Actually horse poop is amazing for growing roses. My great aunty Pat swears by it. She buys it in these huge bags too.
Yummy. How do you sell this stuff, “coffee, tea or poop?”
Reminds me of the Cheech and Chong bit:
Cheech: What is it?
Chong: Looks like dog sh*t
Cheech: Smell
Chong: (sniffs) Smells like dog sh*t
Cheech: Taste
Chong: (tastes) Ecck, tastes like dog sh*t
Cheech: Good thing we didn’t step in it.
Athol,
I’ve heard that as well. Did you hear of the guy who came upon the idea of selling zoo poop as fertilizer? He got the stuff for free from the zoos and put it in a bag and went into business
http://zoopoop.com/
-jf
I’d charge $800 per pound if I had to extract coffee beans from cat poop.
On second thought, scratch that and raise the price.
You know how big a pile you’d have to handle to find a pound of coffee beans?
I don’t even want to think about it.
Now That explains the high price
What we like to call in marketing as “Brand Perception”. It can do mysterious things….
Yes indeed Ross. That’s why we are so “high” on brand.
The real luwak coffee is very rare. the capacity below 100 kg/year from Sumatra indonesia.
you you can get usd 100/200 per pound i am doubt the luwak coffee bean percentage are few percents only. or not 100% luwak bean.
the real luwak coffee can be distinguish by tasting it.
not by visual.
from the source the luwak coffee now are not for sale. buy you can get the real coffee by donation at least usd 300,- to change 0.5 kg to conserve the Luwak ang the continue of the civet coffee supply.
this information are directly from the source.
Thanks for the useful information kasmito.
i want suggest to you one kind coffee, it is Turkish coffe and very nice, pls, trying it .
sincerely