Yogo

Point of Purchase - - CONTENTS -

Chi­monix Gourmet Net­work Pri­vate Lim­ited has just launched ‘Yogo’- Yummy Yogurts’- fat-free desserts, high on taste and the new flavour of the sea­son. Point-of-Pur­chase meets up with Rahul Bhuto­ria, Manag­ing Direc­tor, Chi­monix on the oc­ca­sion of the open­ing of the brand’s first flag­ship store at New Ali­pore in the ‘City of Joy’ to know how they plan to po­si­tion frozen yogurts as a life­style prod­uct aim­ing to en­hance a healthy diet life­style with a dif­fer­ence. Ex­cerpts from the in­ter­view.

As told to Nabamita Chat­ter­jee

How

chal­leng­ing it is to carve out a niche es­pe­cially in such a com­pet­i­tive mar­ket? Frozen Yo­gurt is the new buzz in the frozen desert seg­ment, as it is a health­ier al­ter­na­tive to ice-creams and gelatos. In East­ern In­dia, since the prod­uct has been re­cently launched, the mar­ket was pretty vir­gin. The self ser­vice (weigh and pay) con­cept is also new and we are the first in east­ern In­dia to bring this con­cept. The con­sumers will be able to ex­pe­ri­ence the power of choice ac­cord­ing to this model, where a cus­tomer can dis­pense as much quan­tity as he wants from as many as 10 flavours at a time and along with ap­prox­i­mately 30 top­pings in one go. The en­tire quan­tity is then weighed and charged at the rate of 65 paisa per gram. Thus, the con­sumer has the power to choose, mix and match and at the same time has the free­dom to de­cide how much he wants to spend. The ap­prox­i­mate price range at the store is be­tween Rs.30 and Rs.150 de­pend­ing upon the quan­tity So given the above how would you de­fine your USP and value ad­di­tions?

Our USP lies in the fol­low­ing:

Self Serve (Weigh and Pay) Own Brand – There­fore, we can evolve as per our own en­vi­ron­ment and to the cus­tomer’s com­fort. We’ll have our own ethos and learn­ing built into the Brand In­dian Flavours- Most of the Frozen Yo­gurt out­lets in In­dia are fran­chise of in­ter­na­tional chains and there­fore In­dian Flavours such as Ke­shar Elaichi, Nalen Gur which peo­ple have grown up with are not avail­able eas­ily. We are the first in In­dia to launch In­dian Flavours in Frozen Yo­gurt. Do you tar­get a spe­cific seg­ment of con­sumers? Who are your typ­i­cal con­sumers? The con­cept of ‘Weigh and Pay’ leaves the free­dom and power in the hands of the cus­tomer to take as much or as lit­tle as one pleases and the level of spend as well. This free­dom has opened doors to all seg­ments of cus­tomers. Our typ­i­cal cus­tomers are the youth of to­day who are more health con­scious and yet want to grab a bite out of home ev­ery now and then. More­over, the older gen­er­a­tion is also en­joy­ing our prod­uct just as much. It is typ­i­cal to see fam­i­lies with 2-3

gen­er­a­tions en­joy­ing YOGO to­gether. What does it take to cap­ture and then re­tain this seg­ment of con­sumers? Could you just elab­o­rate based on your ex­pe­ri­ences? The buy­ing ex­pe­ri­ence of self-serve, self-choice and com­plete free­dom with fla­vors & top­pings was the first fea­ture that ac­tu­ally at­tracts the cus­tomer. Our con­stant ef­fort is to main­tain the qual­ity

and fla­vor con­sis­tency which would help us to re­tain our cus­tomers. In fact, we change at least one fla­vor ev­ery week to give our con­sumers some­thing new ev­ery time they visit our out­let. It is just amaz­ing to see even a 7 year old so ex­cited about cre­at­ing their own sun­daes. While the grand­daugh­ter loves the bub­blegum flavour topped with Gems, the grand­fa­ther can be seen dig­ging into the Ke­sar Elaichi. How much of your ef­forts to­wards cap­tur­ing the shop­pers hap­pen at the store? Could you tell us about some of your in-store ini­tia­tive plans such as dis­plays, pro­mos etc. How do you think th­ese in­flu­ence the shop­pers? We be­lieve con­stant com­mu­ni­ca­tion with the cus­tomers is al­ways ben­e­fi­cial for any busi­ness. Dis­plays and pro­mos at the store help ed­u­cate the cus­tomers about the ben­e­fits of the prod­uct. Since the prod­uct is fairly new in East­ern In­dia, ed­u­cat­ing the cus­tomers with the prod­uct ben­e­fits is the key to get them. At­trac­tive dis­plays not only in­form the cus­tomer, they also in­duce them to choose their pref­er­ence. We plan to bring in the con­cepts of Pri­or­ity / Loy­alty cards for reg­u­lar cus­tomers to cre­ate a sense of be­long­ing. Any new trends that you are see­ing in terms of con­sumer be­hav­ior/buy­ing pat­tern? What does this mean to you as a brand/retailer? Cus­tomers to­day are not only will­ing but quite ea­ger to try new prod­ucts & cuisines. How­ever, it’s the qual­ity & the taste that brings them back. An av­er­age con­sumer does not mind the price as long as the prod­uct is tasty, healthy and there is ‘Value for money’. Fur­ther, peo­ple to­day are look­ing for health­ier al­ter­na­tives with­out al­ter­ing their cur­rent life­style. This shows us that a tasty & healthy prod­uct with con­sis­tency will al­ways grow and do well. Go­ing fur­ther what are your plans in terms of ex­pan­sion all over In­dia? The first store of the brand is fol­lowed by another out­let at the Theatre Road, Kolkata, be­fore the Di­wali. We plan to open 100 out­lets in the next 5 years with an ap­prox. in­vest­ment of Rs 30 crore. The stores would be both - Sin­gle and Fran­chise out­lets and also there would be a mix of sit-ins and kiosks in promi­nent malls across the ci­ties. The ex­pan­sion strat­egy will be based upon the ob­jec­tive of cre­at­ing the brand as a dom­i­nant leader in the frozen yo­gurt cat­e­gory. Yogo sig­ni­fies and con­veys the con­tem­po­rary na­ture of ‘yo­gurt’ along with the ob­jec­tive of cap­tur­ing the imag­i­na­tion of con­sumers all across and at the same time cre­at­ing an ex­cep­tion­ally strong emo­tional con­nec­tion. Though the frozen yo­ghurt mar­ket is niche in In­dia, the en­try of Yogo is seen as a chal­lenge to the other brands that has been con­sid­ered as a cru­cial player in this seg­ment in In­dia

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