Hi all
Creativity & innovation often involves selling the same old product but adding value to it inorder to differentiate it from the rest.
Heard about this Paan [a South and South East Asian tradition which consists of chewing Betel leaf (Piper betle) combined with the areca nut] shop in Pune which serves 32 different types of Paan (including Chocolate Paan!!)
a normal Paan shop in India
So whats so special about this store that consumers are paying around Rs.12 for a paan!!
First lets have a look what normal paan shops look like in India.
Lack of proper Ambience: To sum it up its not something people along with their wives & children love to visit.
Lack of Variety: One can have only particular types of Paans.
Main Target group: The main visitor to normal Paan store are Men, so normally Paan have Tobacco, etc not suitable for kids/other members of families
So what’s different with this store & what they have done to convert a commodity into a brand
Ambience: This was a proper store, customers were given menu which included different varieties of Paan & the atmosphere of the place was friendly, properly lit & open, something which consumers (along with family members) may not shy away from coming.
Variety: The store offered 32 varieties of Paan which were listed on a menu catering to each member of family (Chocolate paan for kids, one with tobacco for men, etc)
Target Group: Apart from men, shop focused on having offerings for ladies & kids (often neglected by normal shops).
In addition to this the store packed the Paan in proper packing with their name which ultimately acted as source of branding & help in spreading word about them.
In the end the store has converted a normal commodity into a brand and has moved into blue ocean away from its competitors.
Neeraj
ImagesSource :Google & Self taken
