Posh market segmentation strategy
Yesterday I went to Donostia to dinner with my monkey-friends Liher and Henna. The weather was really nice so we had some sandwich in the bar Campero, close to Zurriola beach. It’s really typical to find surfers and “cool” people having some beers after a sunny day.
We felt quite full after the sandwiches and we had little money left so Liher suggested: Why don’t we go to the old town fo a coffee?- Yes!- answered Henna with her sweet voice. After 15 minutes walk, we arrived to a posh but nice restaurant-bar. Liher and me have been in that bar few times before. Indeed we know the guy that runs the business. Really particular guy.
Yesterday we didn’t find him, so we suppose it was his day off. We ordered three little desserts (3×3=9€). I felt thirsty so I ordered a glass of water. I couldn’t believe it when the barman told us that the only fresh water they serve is bottled water (1€ per bottle!). He had a good excuse to charge it for: the tap water is warm.We were astonished!
Come on! Is that the way of loving the customer? What I think is that is a great posh market segmentation strategy.
In that silence moment, sweet Henna said:
“Hey Aitor, that’s what I like from luxury. They charge for everything.”
