Word: supermarketeers
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...face of dirt-cheap international wholesale prices and consumers' increasingly gourmet taste, the National Federation of Coffee Growers of Colombia is hoping to cash in on the Starbucks phenomenon with a five-year, $75 million marketing campaign to reposition its coffee as an upscale brand. While still supplying such supermarket stalwarts as Maxwell House and Folgers, the Colombian coffee industry is struggling to make itself relevant to younger generations of consumers who pooh-pooh any coffee that comes in a can--unless, of course, it's a pop-top Starbucks DoubleShot espresso...
...tough question for the Colombians: Will going high and low end work simultaneously? They want coffee sophisticates to be attracted to their cafes. But they also want the broad masses to buy co-branded Colombian coffee in the supermarket. "The key with rebranding," says Mindy Sabella, chief marketing officer at brand-strategy firm Addison, "is you can't occupy two positions at the same time." Despite the cafe initiative, the only place most of us will encounter a Juan Valdez logo is on a coffee...
...township southwest of New Delhi, looks like a perfect emblem of the new India. Emblazoned with logos of clothing stores, gift shops and fast-food restaurants, the mall's glistening exterior seems to capture the exuberance of India's economic boom. Inside, however, except for a busy restaurant and supermarket, business is sluggish, and many shops are slathered with signs proclaiming SALE. "The customer response has been far below our expectations," says Atul Kaushal, owner of Threads & Toes Mart, a shop that sells jeans and shoes. "Many people come to the mall to look around, but very few actually...
...store owners in the malls are unhappy. "It's been a mixed reaction for shopkeepers here," says Daman Sarna, mall manager for Sahara Mall. He points out that the supermarket in his mall is doing good business, although he admits that some of the store owners might not be. Pia Singh, director of DLF Universal, a real estate firm that plans to build 18-20 malls in northern India over the next few years, says stores in the City Centre Mall, which her company opened in Gurgaon in late 2002, are making profits, adding, "That's what gives...
...utter disarray into which they have thrown the American novel. Used to be a literary novel was a taut, emotional family drama set in the Midwest about some sensitive kid coping with a crippling disease. Now books like that read like naive, escapist fantasies. These days it's supermarket thrillers that grapple with pressing geopolitical realities. Tom Clancy's world view has become more plausible and more relevant than Jeffrey Eugenides...