The keys behind the fetish therma by which Argentines pay four times more than abroad

In Miami, the
According to the latest update, Thermo Stanley costs less than US $ 20 in Walmart gondolas and in Argentina it costs about US $ 90,400. And yet, there are customers willing to pay this price. According to the importer, this is due to the positioning of the brand as a good, resistant product, with an identity, which is a value compared to the
Materadel country tradition.

"We have been selling for four years in Argentina, although there has been a previous three-year process
approvals Once the thermos has entered the country, we first identify that there was an empty space on the market and then we positioned the product. Beyond, it's a good thermos, quality, you can build an identity, an badessment that is closely related to outdoor life, adventure and legendary, "he explained.
THE NATION Facundo Mendizábal, owner and president of the import importer Parallel, added that he had built this brand image through social networks, opinion leaders and business leaders. projects that match the ideas behind the thermos.

In this sense, they support the Jaguares, the professional rugby team of Argentina, and also sponsor the national football team through a co-branding with Taragüi.

And what has also helped them is that the international company Stanley PMI worked with them to adapt the product to local needs. "The product is different from Miami, the thermos is originally for coffee and has the traditional screw cap, but for Argentina and Uruguay, it has a different lid: as the Water comes from inside the cork, "he explained. He also said that in these two countries, only the green version is marketed.

"In positioning strategy, we choose to focus on one color: the easier you position yourself, the more you win in the mind of the consumer, so that without seeing the brand, the consumer identifies it. and that it is difficult and expensive to get it with any product "he added.

According to Mendizábal, he also added that they had a national distribution that had started with specialized stores and a lot of online commerce and then landed in department stores and supermarkets. And also emphasized the after-sales service, because if someone has a problem with a Stanley thermos, they will change it.

When asked if the price was for taxes or positioning, Mendizábal said the value was the result of taxes, logistics costs and profit margins managed by the entire chain. Beyond that, he pointed out that some people are willing to pay for it, which does not happen with any product.

"When we were working with Advent, there were bottles that were worth 2 US dollars and we spent 10 US dollars, but there was this space where a mother wanted to give her baby a better product, she was willing to pay the same thing: some people are willing to pay more for quality because they use it a lot and give more importance to the ritual of drinking mate, "he concluded.