In the diagram above, the 19 most
popular and high-ranked ice cream parlors of
“Zomato” are positioned according to their
respective price structures and the experience
they offer to customers. Low-priced ice cream
stores offer small cups or cones for up to two
euros, medium-priced ice cream parlors provide small cups or cones for up to three euros,
and the higher-priced competitors start selling
for more than three euros.
With regard to the offered experience
in the ice cream parlor, we differentiated the
ordinary store, the traditional service provider
and the adventure parlor.
Amorino offers top-priced ice creams,
charging €3.90 for a small cup or cone of ice
cream. Artisani and Santini settle in the middle
with prices around €2.90 for a small ice cream
cup or cone. However, for large ice cream sizes, Artisani charges up to €6.00. Nannarella is
one of the lowest-priced ice cream parlors in
Lisbon. With only €2.00 for a small portion of
ice cream, the parlor demands approximately
half the price that Amorino claims for the
same product quantity. How can this price gap
be explained?
As mentioned above, since Amorino is
a global franchise, its pricing must be consistent on a global level. Furthermore, Amorino has higher rent payments in the city center
than for example Nannarella incurs for its
store in São Bento. Last but not least, as is indicated in the diagram above, our generation
is characterized by not only paying for products and services, but also for experiences.
Nannarella and Artisani are traditional service
providers, since the stores are based on Italian
ice cream customs. Santini also focuses a lot
on tradition: “Having served his first client and
the first scoop of what was quickly recognized
as the ‘best ice cream in the world, Attilio Santini launched what is now considered a tradition: going for a Santini!” Santini is the kind of
ice cream tourists see in their travel guides
and are going to visit to get to know Portuguese culture. Amorino was founded not long
ago, in 2002. The experience one gets in Amorino stores is rather an adventure. The store
serves ice cream in a manner that has not
been practiced before. The higher price for
Amorino ice cream should reflect an even
better experience for customers than the one
they have at traditional ice cream parlors.