Armed with this information, Nestle devised a new strategy. Rather than selling instant coffee to a country dedicated to tea, they created desserts for children infused with the flavor of coffee but without the caffeine. The younger generation embraced these desserts. Their first imprint of coffee was a very positive one, one they would carry throughout their lives. Through this, Nestle gained a meaningful foothold in the Japanese market.While no marketer will likely ever be able to convince the Japanese to abondon tea, coffee sales--nearly nonexistent in 1970--now approach half a billion pounds per year in Japan. Understanding the process of imprinting--and how it related directly to Nestle's marketing efforts--unlocked a door to the Japanese culture for them and turned around a floundering business venture.
And that is why clothes for children are priced substantially lower, even when the styles and sizes are close. They are planting seeds for a whole new generation of market, loyal to the brands they are used to when they were kids.