RM18 for an ice cream cone – extravagant or par for the course? This seems to be the bone of contention over local start-up Suka Dessert’s pricing strategy.
According to the owner who is affably called Auntie Ja, each time the enterprise launches a new flavour, the social media page is flooded with negative and less-than-favourable comments regarding the premium pricing.
So much so that Auntie Ja was compelled to produce an explanatory video as to why her three-layered Suka Dessert’s ice cream cones are priced at RM18 each.
For starters, as she explains it is gelato which unlike other plain old ice cream, contains no “chicken floss”, artificial flavourings or ingredients. She also highlighted its smooth texture that is free from ice particles.
Aunty ja explain why icecream dia mahal tak macam icecream yang lain sebab tu wajib RM18 🥲.
Tapi betul la kita yang miskin bkn sebab mahal pic.twitter.com/5Kadlaml7j
— mhmmdhsm (@mhmmdhsm) December 12, 2024
Having cut open the cone in half, she goes on to explain that the cone is completely filled with a layer of chocolate (of the imported Swiss or Belgian variety, no less) and crushed brownies.
Auntie Ja is obviously hoping that her video will go some way in justifying the high retail price of her cold dessert.
The clip was shared on X by netizen mhmmdhsm (@mhmmdhsm) who surmised that the dessert itself is not expensive but rather that “it is the people who are poor”.
The post has generated 850k views at time of publication with plenty of feedback on this perceived upper crust dessert.
Many commenters were nevertheless still of the opinion that RM18 was too much for an ice cream cone regardless of the quality of ingredients used.
One suggested that time will tell if “the pétanque-shaped” ice-cream would be able to match its Godiva rival which has a more appealing presentation.
Another reckoned that Malaysians should NOT normalise these sort of price strategy for local products.
One commented that this lady entrepreneur seems quite defensive as she is always posting videos to justify her pricing after facing criticism online.
On the flipside, another netizen commended Auntie Ja for not lashing out when faced with criticism though he did feel RM18 was too high.
One commenter remarked that Suka Dessert never positioned itself as a cheap brand targetting the B40 segment.
This commenter further added that there is a perception that if the product is local, it must be cheap. It was also said that though there are various other local products that are expensive, it does appear that Suka Dessert seems to be singled out for criticism.
While another pointed out that there were no complaints when foreign brands carry premium price tags.
Quite a few pointed out that this was a supply and demand issue. This is not a vital everyday necessity where prices needed to be controlled.
One further adding that this was not something to be eaten daily but rather a luxurious treat to be savoured once in a while.
While another fully agreed that the quality of ingredients was indeed premium thus justifying the price tag.
Regardless of the criticism faced online, Suka Dessert seems to be doing a roaring trade according to one observer.
Few pertinent issues need to be pointed out here.
Firstly, many Malaysians have contended that it is time for local brands to stand up and compete against international brands. It is not easy when it is a new business with a single cafe unlike other brands that are franchises.
Secondly, as rightly pointed out by many netizens, this is not a product targetted at the B40 segment. It is a meant to be a luxurious indulgence. If you don’t feel it is worth it, don’t buy it.
Thirdly, as for ‘normalising’ such premium pricing strategy, market forces will determine whether Auntie Ja has struck the right balance. Even in the premium segment, competition will ensure the survival of the fittest.
FocusM wishes Suka Dessert all the very best in establishing a premium gelato brand in Malaysia. Local enterprises must cover all bases, not just the cheap and cheerful variety. – Dec 15, 2024
