What more could one ask for on an extremely hot summer
afternoon in Chennai – A glass of ice cold water. What if we get a chilled
fresh juice that you could gulp down your throat and feel completely refreshed
and rejuvenated! The orange punch from the Fruit Shop on Greams Road does just
that. Makes you feel alive in this scorching hot sun. And these are what they
stand for – Healthy, fresh juices packed with all small innovations, a varied
menu with strange yet captive names, a cozy hangout for youngsters and families
alike. I have been a regular customer here and these are the simple findings
that I have observed and got to know from the guys at the counter.
This chain of fresh juice shops was found by Harris and
Salim, two friends who stumbled upon this fruity career as they put it in their
website. What started as a hard-core mishap has now successfully grown into a
chain of 13 outlets each bearing the full name ‘Fruit Shop on GREAMS ROAD’, the
famous road where all this began.
The outlets are in almost all major areas where customers
frequent, giving them a getaway from the heat outside. And the variety of
juices and their interesting names make customers try them even if they are a
bit overrated. But as a regular visitor there, I can assure you that once you
have tasted them, you would most certainly come for more. A healthy stop as
this is claimed to be, we have all the walls pasted with the health advantages
of many fruits which we have barely heard of, making this the USP to make
customers try new juices. Also there is never a disappointing no for any drink
the customers order. The waiters are even suggestive of juices that suit the
day.
Love’s ode, Calypso, Spitfire, Romancing the apple, Rhapsody
– these are some of the fascinating names they have. My personal favourite is
the orange punch or the pink panther plus the tender coconut pudding – WOW and
Yummy – I could settle for them any day.
All this started with very simple market strategies:
1.
Hot climate of Chennai where customers will
certainly want a drink and making the most of it. It might be attributed to
market segmentation where in a hot place like this would be the right target
customers.
2.
Targeting the right set of customers, the
youngsters, who would like a cozy hangout like this and a healthy one too.
3.
Positioning the outlets in all the major places
that expected customers frequent most. Thus making it a must go.
4.
Creating a brand for themselves and maintaining
the quality, customer service and customer satisfaction throughout all the
outlets.
5.
The striking menu shows the proper analysis of
consumer behaviour and the local market.
I strongly believe, these are the two people who have
understood the correct market strategy for a hot place like Chennai and
provided people with a refreshing alternative of a healthy and a tasty retreat.
Thanks and Kudos to them.
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