What do you think whether melons cost $ 16,300 US? The auction, which was held recently in the Japanese town of Yubari, proves that they can, and people are willing to buy melons at the price the car. Farmers Yubari melons are grown for 50 years, and if they had sold them on the market, the past few years, began to arrange these auctions melons. This original idea of selling melons at the auction came from enterprising advertisers who wanted to draw public attention to a few melons.
And the idea worked, and as advertisers themselves and did not expect. At the auction, the price of melon is composed not only of its excellent quality and rarity of species, but also the willingness and desire of the public to pay for the possession of a rare instance of a price many times higher than its cost.
For example, at an auction in 2007, a pair of cantaloupes sold for 2,000,000 yen ($ 21,740) in 2008 - for $ 2.5 million ($ 27,175) in 2008. Last year, the price fell to 500,000 yen ($ 5,435) - from the economic crisis are willing to buy melons at the price of a good car was not much. But in the current year 2010, it rose again, and the melons sold for 1.5 million yen ($ 16.300).
Why do people buy such expensive melons, rather trivial matter. All marketers know that the cost of a product affects its value in the eyes of buyers. In other words, you need to properly "packaged" product, submit it to potential buyers by creating its meaning and value.
Nobody will buy the regular melon to 15 thousand dollars more, if you offer people a price, then you deem crazy. Another thing is to buy a rare gift that not everyone can afford, and that not everyone will get, since its quantity is limited, and that can be bought only once a year at a special auction in Japan.
A rare gift can cost several thousand dollars. That is how the Japanese advertising agency filed melons from Yubari, the sale of melons are packed in special gift packaging, as rare and expensive commodity.
Russian farmers, take an example from Japanese businessmen, and problems with money, you will not be exact.