Also from Ryan Mathews...
November 30, 2012
Starbucks, the company that convinced consumers to pay more for coffee drinks than they had ever done before, is appealing to the small luxury mindset along with the allure of limited supply to get consumers to pay $7 for a 16-ounce cup of coffee. What do you think of Starbucks' marketing of Costa Rica Finca Palmilera coffee? [more...]
Oh ... I think it worked.
By introducing the coffee Starbucks received millions of dollars in free publicity ... all without having to roll out the product nationally. And, if they do happen to sell any, I assume it will be at eye-popping margins.
As to why more retailers don't market scarcity, I'd say it was a function of CIDD (Chronic Imagination Deficit Disorder).