ROI Case File No.234 | 'The Illusion of a South American Beverage Manufacturer'

Chapter 1: The Shadow of Popular Products—Invisible Purchase Psychology

The week after resolving the AsiaPay OODA acceleration case, a consultation arrived from South America regarding a mystery in consumer behavior. The fourth case in Volume 18, "Reconstruction of Logic and Verification," concerned the puzzling phenomenon where excellent products don't sell as expected.

"Detective, we're a popular beverage brand in South America, but despite having superior product quality compared to competitors, sales aren't growing as expected. There seems to be some overlooked factor in consumer purchase behavior."

Carlos Montes, Marketing Director of SabreTropical Beverages, visited 221B Baker Street unable to hide his confusion. In his hands were high product evaluation data and, in stark contrast, disappointing sales figures.

"We're a mid-sized manufacturer producing and selling natural fruit juice beverages across South America. We're confident that our product quality, taste, and nutritional value all surpass competitors."

SabreTropical Beverages' Product Superiority: - Established: 2015 (10 years of regional expertise) - Product evaluation: 92 points in taste tests (industry-leading level) - Ingredient analysis: 95% natural fruit juice (competitor average 65%) - Nutritional value: Industry-leading vitamin C content - Expert evaluation: 5-star rating for food safety and quality

The numbers certainly demonstrated excellent products. However, Carlos's expression was etched with deep confusion.

"The problem is that while our products are objectively of the highest quality, we're significantly behind competitors in consumer purchase behavior. Quality and sales aren't proportional."

Disconnect Between Product Quality and Sales: - Product quality: Industry 1st place (third-party agency evaluation) - Market share: 18% (Industry 4th place, large gap from top 3) - Brand awareness: 45% (Competitor A 85%, B 72%) - Repeat purchase rate: 32% (Competitor average 55%) - New customer acquisition: 12,000 per month (Competitor A 80,000)

"We're making 'the best products,' but we're not becoming 'chosen products.' There seems to be some invisible wall in consumer psychology."

Chapter 2: Stagnant Sales—The Disconnect Between Product Quality and Purchase

"Mr. Carlos, what kind of analysis have you conducted on the consumer purchase process?"

Holmes inquired quietly.

Carlos took out consumer research data with a perplexed expression.

"To appeal to our products' attractiveness, we've been conducting marketing with quality and nutritional value at the forefront. It should be logically perfect, but..."

SabreTropical's Current Marketing Strategy:

Product-Centric Approach: - Appeal of 95% natural fruit juice - Health value of abundant vitamin C - Safety of no artificial additives - Authentic taste of South American fruits

Example Advertising Messages: - "The authentic deliciousness of 95% natural fruit juice" - "Deliciously consume a day's worth of vitamin C" - "Additive-free, safe for the whole family" - "South American sunshine bottled"

Media Used: - TV advertising: Detailed explanation of product features - Magazine advertising: Ingredient analysis tables and nutritional data - In-store POP: Display quality excellence with numbers - Website: Introduction of manufacturing process and quality control

I noted the disconnect between logical appeal and consumer behavior.

"The product excellence is sufficiently conveyed, but have you researched the psychology at the moment consumers actually pick up products in stores?"

Carlos answered with a confused expression.

"We've also conducted in-store research, but puzzling results have emerged. Consumers evaluate our products as 'good products,' yet actually purchase competitor products."

Contradictory Results in In-Store Research:

Product Evaluation Interviews: - "Seems high quality": 78% agree - "Seems good for health": 85% agree - "Safe and secure": 82% agree - "Price is appropriate": 71% agree

But Actual Purchase Behavior: - SabreTropical selection rate: 23% - Competitor A selection rate: 42% - Competitor B selection rate: 28% - Others: 7%

Even More Puzzling Facts: When asking consumers who rated highly but didn't purchase for reasons, many gave vague responses like "somehow," "the usual," "this one seems..."

"Consumers rationally evaluate our products, but emotionally choose others. I can't understand this gap between reason and emotion."

Chapter 3: AIDMA Shows the Flow of Psychology—Empathy Leads to Purchase

⬜️ ChatGPT | Catalyst of Conception

"Attention, Interest, Desire, Memory, Action. The design to make them climb the ladder of psychology is key"

🟧 Claude | Alchemist of Narrative

"The consumer's heart is like a story reader. Stories move at moments of empathy"

🟦 Gemini | Compass of Reason

"In an era when SNS strengthens memory and desire, AIDMA should be reinterpreted modernly"

The three members began their analysis. Gemini deployed the "AIDMA Model" framework on the whiteboard.

Five Stages of the AIDMA Model: - A (Attention): Attention - Attracting consumer attention - I (Interest): Interest - Creating interest - D (Desire): Desire - Making them want it - M (Memory): Memory - Making it memorable - A (Action): Action - Causing purchase behavior

"Mr. Carlos, let's analyze consumer contact between SabreTropical and competitors in detail through AIDMA."

AIDMA Analysis of SabreTropical vs Competitors:

A (Attention: Attention)

SabreTropical's Current State: - TV advertising: Product explanation-focused (attracts attention but weak impression) - Packaging: Large amount of information (scattered attention) - In-store display: Quality appeal POP (rational attention) - Effect: Moderate attention capture

Competitor A's Strategy: - TV advertising: Popular celebrity (strong impression) - Packaging: Simple eye-catching design - SNS: Viral campaigns (diffusion effect) - Effect: Overwhelming attention capture

I (Interest: Interest)

SabreTropical's Current State: - Ingredient information: Functional appeal like 95% natural fruit juice - Health value: Detailed explanation of nutritional components - Safety: Rational appeal of additive-free - Effect: Rational interest (weak emotional interest)

Competitor A's Strategy: - Lifestyle proposal: "My own choice" - Emotional value: "For special moments" - Social aspect: "Popular product everyone chooses" - Effect: Strong emotional interest arousal

D (Desire: Desire)

SabreTropical's Current State: - Quality excellence: "Should drink because it's good for the body" - Rational judgment: Appeal of "wise choice" - Functional value: Nutritional supplementation effect - Effect: Obligatory desire (not strong desire)

Competitor A's Strategy: - Emotional value: Desire arousal of "want to drink" - Social approval: Sense of security from "being chosen" - Experience value: Provision of "delicious moments" - Effect: Strong emotional desire

M (Memory: Memory)

SabreTropical's Current State: - Information memory: Ingredient and quality information (memory in the head) - Weak impression: No distinctive image - Difficult recall: Hard to remember at purchase time - Effect: Weak memory retention

Competitor A's Strategy: - Emotional memory: Fun and delicious experiences (memory in the heart) - Image strengthening: Impressive commercials and campaigns - SNS diffusion: Memory strengthening through continuous exposure - Effect: Strong memory retention

Claude reported an important discovery.

"This is clear. SabreTropical specializes in rational AIDMA, but Competitor A overwhelmingly wins in emotional AIDMA. Modern consumers buy with emotion and justify with reason."

Most Important Discovery: "AIDMA Changes in the SNS Era"

Traditional AIDMA vs SNS Era AIDMA:

Traditional (Until 2010s): Mass media-centered, one-way communication from companies to consumers

SNS Era (2020s~): - Attention: Viral topics (diffusion premise) - Interest: Empathy and shared values (sense of belonging) - Desire: FOMO (fear of being left out) and social approval - Memory: Continuous SNS exposure (daily recall) - Action: Purchase premised on SNS posting and sharing

Analysis of Competitor A's Success Factors:

SNS Optimization Strategy: - Instagram-worthy package design - UGC generation through hashtag campaigns - Collaboration with influencers - Mechanisms that make people want to share purchase/consumption moments

Result: Overwhelming Superiority of Emotional AIDMA - Attention: Explosive awareness through SNS diffusion - Interest: Empathy from "everyone's talking about it" - Desire: FOMO of "I want to participate too" - Memory: Continuous recall through daily SNS exposure - Action: Purchase and consumption premised on sharing

Chapter 4: The True Nature of Illusion—Purchase Psychology of Reason and Emotion

After conducting detailed AIDMA analysis and SNS consumer behavior research, SabreTropical's fundamental marketing strategy mistakes became clear.

Structural Limitations of "Reason-Heavy Marketing":

Essence of the Problem: Overlooking Changes in Consumer Psychology

SabreTropical had been conducting marketing based on traditional consumer images that "good products will sell" and "rational consumers will evaluate quality." However, the purchase psychology of modern consumers, especially the SNS generation, had changed significantly.

True Feelings of Modern Consumers Revealed Through In-Depth Interviews:

Consumer A (28 years old, office worker, female): "SabreTropical? Oh, that's a high-quality beverage, right. But if I were to post on Instagram... it's a bit plain. Competitor A's package is more photogenic, and there's a sense of security because everyone drinks it."

Consumer B (24 years old, university student, male): "I think SabreTropical is better in terms of ingredients and nutritional value. But my friend posted Competitor A's new flavor in their story, and I thought 'looks delicious' and bought it. It was trending on TikTok too."

Consumer C (35 years old, housewife): "I'm health-conscious, so SabreTropical's 95% natural fruit juice is attractive. However, Competitor A is popular among mom friends... the kids' friends drink it too, and there's a sense of security in 'everyone together.'"

Changes in Modern Consumer Purchase Psychology:

Traditional Consumer (Reason-Oriented) → Modern Consumer (Emotion/Sociality-Oriented)

Attention: - Traditional: Attention to product functions and quality information - Modern: Attention to topics and viral elements

Interest: - Traditional: Interest in functional value of products - Modern: Interest in social experiences and empathy

Desire: - Traditional: Desire based on necessity and rationality - Modern: Desire from FOMO and social approval

Memory: - Traditional: Mental memory of product information - Modern: Heart memory of emotional and social experiences

Action: - Traditional: Individual purchase decisions - Modern: Social purchase premised on sharing and posting

Detailed Analysis of Competitor A's Success Strategy:

Emotional AIDMA Strategy:

Phase 1: Creating Viral Topics (Attention) - Limited flavor × popular anime collaboration - TikTok challenge "#○○DrinkDance" - Simultaneous posting campaign by 100 influencers - Result: 5 million reach achieved in 3 days

Phase 2: Empathy Content (Interest) - "For my moments" lifestyle videos - Storytelling of user experiences - "Together with everyone" shared experience appeal - Result: 8.5% engagement rate (industry average 2.3%)

Phase 3: FOMO Creation (Desire) - "Limited time only" limited feeling production - "Only chosen people" special feeling - "Don't fall behind the topic" urgency - Result: +320% improvement in purchase intention

Phase 4: Daily Recall (Memory) - Continuous generation of UGC (User Generated Content) - Influencer daily posts - Continuous exposure through hashtags - Result: 85% brand recall rate (SabreTropical 25%)

Most Serious Discovery: "The Paradox of Product Quality"

SabreTropical's high product quality was conversely creating marketing disadvantages: - High quality → "Plain" "Serious" image - Health value → "Obligatory" "Endurance" impression - Rational appeal → Lack of "emotional appeal" - Function-centric → Absence of "experience value"

Chapter 5: The Detective's AIDMA Analysis—Empathy Leads to Purchase

Holmes compiled the comprehensive analysis.

"Mr. Carlos, the essence of the AIDMA model is 'optimal approach according to consumers' psychological stages.' In modern times, emotion and sociality especially become determining factors of purchase. By converting product quality into emotional value, you can acquire true competitive advantage."

AIDMA Emotionalization Strategy: Transformation from "Rational Appeal" to "Emotional Resonance"

Basic Policy of Strategy: Emotional AIDMA Transformation

Phase 1: Redefinition of Emotional Value (3 months)

Emotionalization of Product Value:

95% Natural Fruit Juice → "Authentic Deliciousness Experience" - Reason: Numerical superiority of nutritional components - Emotion: "The sensation of biting into real fruit" - Social: "Authentic-oriented me" identity

Health Value → "Realization of Vibrant Days" - Reason: Health effects of vitamin C - Emotion: "Refreshing feeling full of energy" - Social: "Symbol of healthy lifestyle"

Safety → "Expression of Love for Family" - Reason: Safety of additive-free - Emotion: "Love that protects important people" - Social: "Me who makes responsible choices"

Phase 2: Implementation of SNS Era AIDMA (6 months)

Design of New AIDMA Strategy:

A (Attention): Viral Topic Creation - Influencer collaboration: Tie-up with "authentic-oriented celebrities" - UGC campaign: "#AuthenticMoments" posting campaign - Limited projects: "Direct from South American farms" limited package - Events: "Authentic experience" pop-up stores

I (Interest): Empathy Content - Story: "South American farm story" documentary - Lifestyle: Introduction of "authentic-oriented people's" lives - Experience: Appeal as choice of "adults who know the difference" - Community: Formation of "authentic faction" community

D (Desire): Emotional Desire Arousal - Special feeling: Position as "drink of chosen people" - Experience value: "Luxurious time to enjoy with five senses" - Self-realization: Satisfaction of "my own choice" - FOMO: "People who know authenticity have already started"

M (Memory): Continuous Recall - Daily posts: Natural posts by influencers - Retargeting: Continuous exposure through SNS advertising - Events: Regular topic creation - Community: Continuous interaction with fans

A (Action): Social Purchase Promotion - Share promotion: Package and experience that "make you want to post" - Word of mouth: Value appeal that "makes you want to tell friends" - Repeat: Brand experience that "makes you want to continue" - Upsell: "More authentic" premium products

Phase 3: Emotional Data-Driven Optimization (Continuous)

Effect Measurement and Improvement: - Emotional indicators: Measurement of joy, excitement, empathy levels - Social indicators: Share, diffusion, UGC generation rate - Memory indicators: Brand recall and image research - Behavioral indicators: Purchase, repeat, recommendation rate

Expected Effects: - Brand awareness: 45% → 75% (SNS diffusion effect) - Market share: 18% → 35% (improvement in emotional selection rate) - Repeat purchase rate: 32% → 58% (improvement in brand attachment) - New customer acquisition: 12,000/month → 55,000/month

Investment Plan: - AIDMA emotionalization strategy: ¥1.2 billion per year - SNS marketing strengthening: ¥800 million per year - Expected revenue effect: ¥4.5 billion per year - Investment recovery period: 6 months

"What's important is translating product quality into emotional value. AIDMA is a strategic framework that bridges reason and emotion."

Chapter 6: Choice Through Empathy—Purchase Psychology Moved by Emotion

14 months later, a report arrived from SabreTropical Beverages.

Results of Market Share Expansion Through AIDMA Emotionalization Strategy:

Dramatic Improvement in Market Position: - Market share: 18% → 38% (jumped to industry 2nd place) - Brand awareness: 45% → 82% (significant improvement) - Brand favorability: Newly established → 76% (approaching Competitor A) - Purchase intention: 28% → 65% (more than doubled)

Success of Each Emotional AIDMA Stage:

Attention Innovation: - SNS topic creation: Average 2.8 million monthly reach - UGC campaign: 85,000 "#AuthenticMoments" posts - Influencer effect: Reached 12 million total followers - Media exposure: Featured in numerous articles as "successful emotional marketing case"

Interest Deepening: - Engagement rate: 1.2% → 7.8% (6x improvement) - Video completion rate: 35% → 78% (storytelling effect) - Brand site dwell time: 45 seconds → 3 minutes 20 seconds - Product detail page view rate: +420% improvement

Desire Arousal: - "Want to drink" intention: 42% → 81% (emotional desire improvement) - "Special feeling" realization: Newly established → 73% - "My own choice" realization: Newly established → 68% - FOMO response: "Don't want to fall behind" 67%

Memory Strengthening: - Brand recall rate: 25% → 78% (3x improvement) - Image memory: "Authentic" "Quality" "Special" ranked top - Recall during purchase consideration: 34% → 71% (doubled) - Emotional memory: Strongly remember "delicious experience" "satisfaction"

Action Promotion: - New trial purchase: 12,000/month → 68,000/month (5.7x) - Repeat rate: 32% → 61% (brand attachment effect) - Recommendation rate: 28% → 58% (word-of-mouth diffusion effect) - SNS posting rate: 45% of purchasers post voluntarily

Qualitative Changes in Consumer Behavior:

Change in Purchase Motivation: - Before: "Reluctantly because it's good for the body" (obligatory purchase) - Now: "Choose because I want to drink" (active purchase)

Change in Brand Relationship: - Before: "One of the good products" (functional relationship) - Now: "My favorite" (emotional bond)

Change in Social Behavior: - Before: Individual consumption - Now: Social consumption with SNS posting and friend recommendations

Change in Competitive Environment: - Competitor A: Sense of crisis about SabreTropical's rapid growth - New entrants: Brands emphasizing "emotional value" increasing - Industry trend: Product quality + emotional value becoming new standard - Media evaluation: Attention as "successful model of emotional marketing"

Employee Consciousness Change:

Marketing Department (26 years old): "Previously I was making ingredient tables and nutritional data, but now I think first about 'what emotions to deliver with this product.' Numbers are important, but stories that touch hearts are more important, I've realized."

Sales Department (34 years old): "Consumer expressions in stores have clearly changed. Before they said 'quality is good' while choosing other companies, but now they happily pick it up saying 'I saw this on SNS!'"

Management (45 years old): "Product development has also changed. From 'technically excellent products' to 'products that emotionally attract consumers.' We're changing to development that emphasizes experience value while maintaining quality."

The letter from Carlos contained deep emotion and new discoveries:

"Through AIDMA emotionalization strategy, we were able to transform from 'excellent but unchosen products' to 'loved and chosen products.' What was most important was understanding that modern consumers choose with emotion even if they're convinced with reason. By translating product quality into emotional value, we gained true competitive advantage. Now consumers take pride in 'choosing SabreTropical' and recommend it to friends. I'm convinced that AIDMA is not just a purchase process, but a blueprint for building emotional bonds with consumers."

Detective's Perspective—Emotion Moves Modern Markets

That night, I deeply contemplated the purchase psychology of modern consumers.

The SabreTropical case showed the harsh reality that product quality alone cannot win in modern markets. Not only technical superiority and functional value, but value propositions that resonate with consumer emotions become the ultimate determining factor of purchase.

The true value of the AIDMA model lies in understanding consumer purchase psychology in stages and designing optimal approaches for each stage. Especially in the SNS era, the transformation from traditional rational AIDMA to emotional and social AIDMA is essential.

In the context of Volume 18, "Reconstruction of Logic and Verification," SabreTropical's transformation provided important implications. Even with logically excellent products, if they don't fulfill consumers' emotional and social needs, they won't be chosen in the market. An integrated approach appealing to both reason and emotion becomes the success factor in modern marketing.

"Consumers are convinced by reason and decide by emotion"

By understanding this essence of purchase psychology and designing emotional value at each stage of AIDMA, companies can acquire true competitive advantage. The next case will also explore deeper human psychological principles lurking behind superficial logic.

"The value of products lies not in function but in emotion. AIDMA is the lighthouse that illuminates the path to that emotion."—From the detective's notes