Keventers: Case Study
Case Study: How did Keventers get so big in 3 years?
One brand that has in some sense stood out over the last couple of years in the manner in which they’ve branded themselves is Keventers. With people waiting in line to grab a milkshake at new outlets, or seeing periodic stories updates of a glass bottle; made me really question when milkshakes became such a big deal.
Not many would believe that an inconspicuous brand back in 2015 would in under 3 years give way to clocking a turnover approaching 100 crores. With upwards of a 200 stores all over India, it did not startle me to suddenly see a franchised outlet of the same next to my apartment in Dubai.
HOW DID KEVENTERS BECOME SO BIG SO FAST? HERE’S 9 WAYS THEY PULLED IT OFF!
PEOPLE LOVE BRANDS WITH A COMPELLING STORY
Everyone devours a brand with history. In this case, Edward Keventer came to India with his special milkshake recipe in the early 1900s. After lying dormant for several years in between a revival of the brand giving it the same premium rustic feel creates a good narrative.
People in the stores see photographs of the history associated with the store and seek to buy into the ecosystem much like Colonel Sanders and KFC.
THE SMART BUSINESS MODEL
Keventers played it smart by opening themselves to the market with easy franchisee setup and open options to help them scale fast, build the right connections and most importantly proliferate into premium strategic locations.
Currently, 70% of their revenue comes from the ever growing franchisees. The have Company owned outlets and joint ventures too which account for the remainder.
With a very good stronghold on the operations and marketing of the brand, Keventers is able to successfully scale both the brand and the consistency of the milkshakes across India and worldwide!
Keventers milkshake is sold in some very distinctive packaging. Nothing new, nothing fancy. Just an eye-catching simple sober bottle with a degradable straw; as counter intuitive as that may sound, lets face it, drinking out of a glass bottle can be refreshingly cool.
Riding the tight rope between being both environment friendly and compelling to own, Keventers successfully strikes a balance, enough to have people shell out good money for a milkshake.
Keventers is priced at around 150 rupees for a small and 250 rupees for a large, which to the average Indian is not everyday expense. This price point creates a premium feel, that’s unheard of at the milkshake store in the neighborhood.
Hence people are driven to believe in the value exchange they make while buying a shake from Keventers, after all who wouldn’t want a nifty glass bottle.
USING THE YOUTH AS YOUR MARKETING BIG GUNS
One thing Keventers has successfully done is to create an aspirational brand, that the tech-savvy millennial generation want to be around. When something appeals to the Gen Y, you see yourself reaching several hundreds of target audience, thereby making your brand more and more sought after.
All Keventers did here is the exploit this instinct of the youth, by means of strategically placed stores and packaging worth showing off on the internet. The marketing then on just figures itself out. Daily it is a fact that 7 out of 10 millennials that visit a Keventers store post about it on their social media!
KICK-ASS VISUALIZATION OF MILKSHAKES!
Take a quick look at the ad Keventers plays at every one of their stores. The color schemes coupled with inadvertently satisfying imagery of fruits crushed, milk poured, chocolates thrown around.
The video has a certain oddly gripping nature to it, that makes it ever so eye-catching. Don’t you think so?
TWO WORDS. START BIG!
When Keventers had to choose a location for their first stores, the founders took a bold decision to do so at Select Citywalk, in New Delhi. This being a premium location gave the brand the right leverage to warrant the sales of the milkshake to the target crowd at a value proposition that was at a rate costlier than shops around for milkshakes.
This proved to be the right stepping stone, which further went on to help them pick and franchise to locations that suit the target customer profile.
COZY PARLOR-STYLE ARCHITECTURE OF OUTLETS
All stores are consistent in design and are conducive to giving out good vibes. With walls painted in vibrant colors, and bright outlets that shine the big logo that sets a very unique eclectic tone alluring the incoming customer.
Have a look at one of their stores in La Mer in Dubai, the colors give it a rustic yet inviting feel.
Last but not least, the founders apart from creating outlets all over the globe, they also seek to move into new markets. Namely, the FMCG milkshake market and Keventers Ice Cream, which it intends to tap into in the near future.
Another uncanny idea that they wish to take on: delivering high quality milk. It’s a unique space that Keventers eventually seeks to be a part of!