A couple of years ago, Keventers was a strictly local favourite in Delhi. Even though Delhi served them well, they decided to go for a rapid expansion in other cities of India.
In 2015, Agastya Dalmia (Dalmia’s grandson) and his partners Aman Arora and hospitality consultant Sohrab Sitaram, decided to revamp and reintroduce the brand, giving it a new look and feel.
Unlike all other shakes and drinks available in the market it comes in glass bottles which gives it a more appealing look and evokes mixed feelings in consumers, with some feeling that the bottles are inconvenient and they should have the option of returning them for credits.
The price ranges from Rs. 125 for a small classic shake to upwards of Rs 300 for a large thick shake but considering the feedback the company is currently working on a new price point, keeping the bottles constant.
In the dairy business, premiumisation in terms of both brand and packaging, along with product innovation is essential.
Keventers has done well to build in a premium and thus has a better chance of sustaining the business. The only thing needed is continual differentiation.
Interestingly, the brand has soft launched an app-based milk delivery service and is looking at venturing into ice-creams.
Some consumers feel that it needs to create a space that the brand clearly owns which becomes synonymous with Keventers. They also need to build a set of basic guidelines for the staff to follow during consumer interaction.
Keventers needs to maintain the consistency as the brand expands because consumers are unlikely to care about a bottle, however beautifully designed and crafted if its contents are not up to expected standards.
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