Sweet Strategy: How a Simple Weighing Scale Shows the Power of Marketing

If you're from Delhi, you've probably heard of the famous "Kuremal’s Kulfi" (the name is misleading, but the kulfi is mouth-watering). They have branches all over Delhi, including one in Bengali Market near CP. A few days ago, I was there enjoying my treat when I noticed something interesting.

 

Right outside the kulfi store, there was a lady with a weighing scale, charging Rs. 5 per use. Now, this was an intriguing choice of location. Bengali Market is a posh area of Delhi, where the average income of consumers is quite high. The people here like to be seen as health-conscious. Moreover, Kuremal’s is a popular spot for family outings, so after having their kulfis, many people were stepping on the scale to check their weight.

 

Analyzing the lady’s business using the 7P framework, I realized several things. The product is straightforward: the service of measuring body weight. The need being addressed here is the belongingness need of being seen as a health-conscious person, which facilitates connections into such circles.

 

The price is Rs. 5, which is reasonable considering the paying capacity of the consumers in that location. Although carrying exact change might be an issue, this can be mitigated by using digital payment options.

 

The most critical element in her marketing mix is the place, strategically chosen to be outside a sweet shop. Had she set up shop elsewhere, she might not have attracted as many customers.

 

The promotion is more subtle. There's an emotive appeal of helping a local vendor, unintentionally targeting the consumer’s need to be seen as compassionate. The physical evidence is the weight displayed on the scale, and the process is uncomplicated. The person involved in delivering the service, the lady herself, was polite and engaging with her customers.

 

So, what can we learn from this? Marketing is all-pervasive, and concepts like the 7Ps apply to all businesses, from huge MNCs to the smallest enterprises. You just have to keep observing.

 

This experience reminded me that strategic location, understanding customer psychology, simplicity, and good customer interaction are crucial elements of effective marketing. Next time you see something seemingly ordinary, try applying the 7Ps framework—you might discover something fascinating!