In the 1920s, Edward Keventer, a Danish dairy entrepreneur established manufacturing units in India and within a decade, expanded to 4 cities, Delhi, Aligarh, Calcutta and Darjeeling. Post-independence, Ram Krishna Dalmia bought the Sardar Patel Marg (Delhi) plant off of Keventer’s son Werner and modernised it totally, incorporating the latest milk bottling machinery and imported pasteurizers into their system.
With the updated facilities, Dalmia successfully established. Keventer’s as a popular milk and ghee manufacturer, and the company’s milk powder became its bestselling product. Soon, they began to produce ice-creams and by the 1960’s, they had become an established brand in that market too.
By the 1970’s, Keventer’s was such a common product in Delhi households that instead of using the word ‘milkshake’, most Delhiites referred to it as ‘Keventer’s shake’!
However, during this period, the land on which their main factory, headquartered at Malcha Marg, had been built was reacquired by the government and Keventer’s had to shut operations there. With their biggest factory shut, they had trouble coping with demand and eventually stopped production altogether, although there were still others using the brand name.
The Dalmia’s still owned the brand though, and in 2015, Agastya Dalmia, Ram Krishna’s great-grandson, decided to bring the original Keventer’s back to life. Along with his college friend Aman Arora, he opened the doors of their first outlet in March 2015 at a mall in Delhi.
By January 2016, they had opened 4 more outlets, and now they plan to expand at a rate of 8-10 outlets per month, including franchises in countries like Nepal and Kenya.
Two students from IIDE, Abhishekh Rasane and Ayushman Jain, created a prospective marketing plan for Keventer’s in order to help them achieve this objective!
Keventer’s Marketing Strategy
Out of house advertising and social media marketing are the two main avenues that Keventer’s could mainly benefit from.
The focus of their marketing strategy should be the iconic glass bottles that Keventer’s uses to serve their milkshakes. These bottles have begun to serve as an identity for the brand, and it’s a visually appealing way to spread the word about the milkshake company without overusing the text!
Out-of-house media includes billboards and posters all over urban areas where Keventer’s outlets are about to pop up or already exist. These should be absolutely minimal about featuring the Keventer’s logo and a small illustration of Keventer’s milkshake bottles. This could also include a small piece of text that details the location of the nearest Keventer’s outlet.
Since Keventer’s is planning to open outlets all over the world, illustrations of Keventer’s bottles with iconic structures of the area the outlet is in (like the Alps in Switzerland, the Eiffel Tower in Paris et cetera). This not only adds visual appeal to the brand’s social media, but also draws parallels between the fact that both the Keventer’s bottles and the architectural marvels are recognisable and have already established their existence in pop culture!
Keventer’s Social Media Strategy
Keventer’s could host online contests where they encourage their followers to post decorative pictures with their bottles, like, for example, adding Christmas tinsel lights to their milkshake bottles during Christmas time. The contestants could even post creatives instead of photographs, and they could edit the pictures to get in the spirit! The best entries could be posted on Keventer’s official social media account.
#CapCaptions is a social media strategy Keventer’s could use that suggests that followers think of a clever caption and use the hashtag #CapCaptions to post it on Twitter. The best ones would be printed on the Keventer’s bottle caps!
#MyMood is also an interesting campaign that was first started by Starbucks, where in order to promote their new drink, Chestnut Crunch Latte, a couple of their employees were situated outside their Powai outlet and offered drink samples to the passerby. After the passerby had finished their drinks, the employees then handed a card to them that asked them to describe their mood after drinking the sample and post about it on social media!
Other suggested, catchy hashtags Keventer’s could use could be #Shakestache (milk moustaches!) and #WhatsShaking (current events!). This would significantly boost Keventers Digital Marketing Strategy!
Keventer’s Target Audience
The target audience of Keventer’s milkshakes is people in their teens and early twenties. People who are drawn to Keventer’s are usually enthusiastic about social media and very eager about all things aesthetically appealing!
Search Engine Optimisation
Search engine optimisation refers to the usage of particular keywords in order to ensure the maximum amount of traffic on a brand’s website. These keywords are those that have the highest search rates from their target customers. If a website is able to optimise itself based on the search engine’s keywords, then it is certain that they will be able to reduce their bounce rate as well as reach the right people.
Often, brands bid on certain search terms to ensure that when users search these particular terms on the internet, the particular brand’s page pops up as one of the first results.
Some of the suggested bid words for Keventer’s are Keventer’s, Keventer’s franchise and chocolate milkshake recipe. This ensures that when someone searches for the said terms online, they are bound to encounter Keventer’s website as one of the first results. This makes the website more accessible to the right people! This would significantly boost Keventers Digital Marketing Strategy!
Another way to engage your customers and ensure that they stay on your brand’s website for a longer duration of time is to provide them with interesting blogs to browse through.
Which milkshake flavour are you? and What does your milkshake say about you? are examples of quizzes that the brand could create to ensure that website visitors spend more time with Keventer’s online!
An example of listicles that Keventer’s could post on their blog could be 10 Fun ways to use a Keventer’s bottle! Listicles are extremely entertaining and captivate the reader’s attention, and at the same time subtly encourage the reader to buy a Keventer’s milkshake. In this case, the readers might want to buy a Keventer’s shake just because of the bottle!
- Welcome to the Keventer’s Family!
This email would be sent out the moment a customer provides his/her email ID to the brand. This email would contain a brief history of Keventers as well as information about their reward program!
- What’s shaking? Milkshake mayhem coming to town!, There’s a new flavour in town and it’s taking the city by storm!, A special surprise for the Keventer’s family! etc
These are emails that detail new flavours, new offers and other exciting new Keventer’s information that could be of interest to the email subscribers. This would encourage them to visit the stores more often!
Online Reputation Management
A few online platforms that could be of use to Keventer’s ORM could be Mouthshut, Reddit, Quora and TripAdvisor. These platforms help the customers share their reviews of Keventer’s milkshakes and therefore spread the word!
Platforms like Quora and TripAdvisor often include questions like ‘Best milkshake shop in town’, ‘where do you buy the best chocolate milkshake in Mumbai?’ and other similar queries. It has to be made sure that Keventer’s is included in answers to all of these questions on said platforms! This increases the likelihood that, when someone searches ‘Best chocolate milkshake in Mumbai’, the Quora/Reddit question with Keventer’s as the answer would be the top answer! This would significantly boost Keventers Digital Marketing Strategy!