Cocoberry

Cocoberry is a food chain that serveQs frozen yogurt. These small pink and chocolate color outlets are in the market since last 2 years but somehow have become very popular in last 8-10 months or so.

It has opened various outlets in high class malls, shopping complexes targeting young crowd. There are few outlets in some metros near university and colleges. The product is priced around 40-200 rupees.

Cocoberry is a right example of perfect 4P model. Product sold in these outlets is a great alternative of ice creams and other desserts. Though many companies have tried to sell yogurt earlier in Indian market but somehow it has never picked up. Frozen Yogurt topped up with fresh fruits is highly popular among girls and young crowd.

When any product is launched in Indian market, price point is always a key growth driver and also keeps proper check against competition and Cocoberry is very aggressive on this front. Small yogurt is priced at around 40 rupees which is comparable to various ice creams, donuts, pastries and other desserts.

Cocoberry outlets are majorly found in Delhi and NCR, well there are outlets in other Indian metro and Tier A cities. The company plans to open 50 outlets in next 2 years. Early adopter of this product is generally a college going student, early job earner and audience having good disposable income. So In Delhi/ NCR one will find Cocoberry outlets in DLF mall Saket, Ambience Mall Gurgaon, Khan Market, Kamla Nagar and other happening places of the city.

The fourth P, which determines marketing strategy of any company is promotion and one will find only BTL activities around these outlets. Though the company has used the more effective way of communicating with its target audience and what else than digital World. Cocoberry’s facebook page has more than 100,000 fans which is a testimony of great brand in making. You can check berry club (FB fan page) http://tinyurl.com/5wamrrp . It engages its fans with lot of quizzes, regular updates and offers. Cocoberry will soon celebrate its second b’day and it is expected that the company will float many offers to thank its loyal customers.

The company has even won various awards like the most innovative concept and best frozen yogurt. The one interesting fact on cocoberry’s website is that it changes its flavors once every two to three months which is commendable in this industry.