100 Business Strategies: Tailoring sales & matching product to market

The sun beats down mercilessly as you navigate the bustling streets of Bangkok, Thailand. The oppressive heat is palpable, and sweat trickles down your face. The scene is no different for the countless others navigating the city's labyrinthine streets. Seeking respite from the scorching temperatures, you stumble upon a sight that catches your eye.

On the side of the road, a crowd has gathered around a lone figure. Intrigued, you push your way through the throng to investigate. To your surprise, you find a man with a cooler strapped to his back, emblazoned with the logo of a renowned soft drink brand. The cooler is filled with ice-cold drinks, and a line of thirsty patrons eagerly await their turn.

The street vendor

That street vendor is more than just a seller of refreshments. He has transformed the mundane act of buying a drink into a lively, engaging experience. As he hands out drinks, he engages his customers with witty banter and animated gestures, creating a cheerful atmosphere. His infectious energy and charisma draw people in, making him a popular figure on the street.

Varied approaches 

Around the world, soft drink brands have adopted a diverse range of marketing strategies tailored to specific cultural contexts. From the bustling streets of Tokyo to the vibrant metropolis of Mexico City, these brands have devised innovative sales techniques that resonate with local consumers.

Japan’s vending machines   

In technologically advanced Japan, vending machines are a ubiquitous feature of the urban landscape. Soft drink brands have capitalized on this convenience by using eye-catching designs and unique flavors to appeal to Japanese consumers' penchant for novelty and aesthetic appeal.

Dancers of Mexico

In Mexico, street vendors add a touch of flair to their sales pitches by balancing soft drink bottles on their heads and dancing to a rhythmic beat. This entertaining spectacle draws attention and encourages passersby to purchase their refreshing beverages.

The US

In the United States, a country renowned for its consumer-driven culture, soft drink brands rely heavily on traditional advertising methods such as television commercials, billboards, and print ads. These brands compete fiercely to capture the attention of American consumers and establish a strong brand identity.

Displays in Mumbai

In Mumbai, India, small shops lining the streets offer a variety of soft drinks to thirsty customers. Colorful banners and displays create a visually appealing environment, enticing people to stop and quench their thirst.

Flexibility is key

These examples illustrate the versatility of sales methods and the importance of adapting to different cultural contexts. From street vendors to supermarkets, soft drink brands have successfully reached consumers in various settings. The key is to ensure that the product is readily available wherever customers may be.

Whether it's through a charismatic street vendor or a high-budget television commercial, the goal is to connect with consumers on a personal level and create a positive association with the brand. By understanding local culture, habits, and preferences, businesses can develop effective sales strategies that resonate with their target audience.

(The author, Dr. Sudheer Babu, is an entrepreneur, writer, poet, and management consultant. He is the founder and managing director of Kochi-based De Valor Management Consultants Private Limited. Email: [email protected])