In 1886, John Stith Pemberton invented Coke, and in that year, it is said he only sold 25 bottles of his product. In today’s value that would be lightly over US$20 if you are in South Africa.
It dawned on me the other day that, like Coke, there are some businesses with products that must be produced and taken to the market even if there are not making money or have much revenue coming.
The desire for instant success for products and services is something I constantly have to look out for especially in this age of the Internet of Things (IoTs). Anything can be made and sold, at any price, in any place, and can be instantly consumed, but not everything.
There are some brands and businesses that require time and effort to be put into them, so that in due season profitability comes from the consumption of the brand story and as much as the product sales.
In today’s urban Africa, most adults remember childhood parties with Coke, and that value is what makes the brand profitable in various African markets; all started with someone that decided to just produce the product despite current low demand.
Demand is created, as the perfected product gets into the mind and life of the consumer. This perfecting can only happen when you decide to keep producing your product at whatsoever cost.
So, Coke your product!
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