Imagine you are at the mall and instead of some Sun Chips
and a Snapple you come across a vending machine full of caviar. $50,000 worth
of caviar in increments of $5 to $500. It’s not science fiction, or for that
matter, marketing fiction. It’s available now, in fancy mall settings in
According to NBCnews.com
, the vending machines were developed by Kelly Stern, a gourmet food supplier
located in in the same state. It's her vested interest to get the masses interested in tonier foods -- including caviar.
Since vending machines are usually in high-trafficked areas
for fast, on the go, impulse purchases, the machines are getting notoriety – not
for their convenience, but their uniqueness. More importantly, if older
consumers are the only ones familiar with this kind of delicacy, reaching out
to teens in a delivery system they can relate to is what this supplier hopes
the buzz of these machines can do.
Distribution is one of the four components that helps make
the magic of marketing. (The others are product, price and promotion.)
As a result, it’s not just the product that speaks to the
audience – it’s the marketing technology that gets the product to new markets
in new ways.
Distribution can often
establish or increase sales growth for a product whether it’s via toll-free
phone numbers to order by direct marketing, access via the internet or through
unexpected retail channels. (That’s how Avon attempted greater expansion vs.
their notorious Avon Ladies sales force.)
So when it comes to luxury items in less-than-luxurious environs,
it’s only a matter of time for vending machines like these to help young connoisseurs
to recognize the difference between Beluga and Sterlet, Ossetra, and Sevruga.
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