Dr Kobbina Tuyee Awuah, CEO of Pinkberry Ghana, recently shared insights into the significant challenges faced when introducing a premium international brand like Pinkberry to the Kumasi market. A stark illustration of this struggle involved a potential customer’s dismissive reaction to the price of an ice cream cone, preferring a local staple instead, which ultimately led to the closure of the Kumasi branch.
Market Disconnect in Kumasi
Speaking on Joy Learning TV’s The Career Trail program, Dr. Awuah detailed how consumer preferences in Kumasi differed vastly from other areas where Pinkberry was experiencing success.
He recounted a pivotal moment outside the Kumasi shop where a lady remarked,
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