2. 2
LOVELY SWEETS
Introduction
Lovely Sweets, situated in Jalandhar, Punjab, is a well known brand in Punjab. Although its
product offerings are ‘finger licking’ good, but its brand awareness is limited to the state only.
Also, due to lack of brand advertisements, its awareness spreads only by word of Mouth. The
owners of this shop also own a university in Jalandhar which happens to be one of India’s largest
university. Thereby, the university name – Lovely Professional University, also helps somewhat
in spreading the brand Lovely. But, even today, they are best known as the Lovely ‘Halwai’.
Key Features
It follows an exclusive showroom model. It does not want to expand beyond its current
location in Jalandhar to other locations.
Ideal location in the Military Cantonment’s Sadar Bazaar area (up market) of the
Jalandhar City
The impact of the name ‘Lovely ’ is such that many shops in Punjab have started keeping
their names starting with the word ‘Lovely’, perceiving it as a lucky word and also to
attract attention of fellow Punjabis. Incidentally, these shops range from auto spare parts
shops to Truck Builders, etc.
It is also focusing on localizing the foreign sweets. For example, some of its newly
introduced sweets are Tarts, Magic Nuts, Pyramid Baklava, Badam Khaleeji, etc
Also available in the online space. (http://lovelysweets.com/ ,
https://www.facebook.com/pages/Lovely-Sweets-Jalandhar/187052647991849?fref=ts,
http://www.indiamart.com/lovely-sweets/profile.html). But it is not updated frequently.
3. 3
How to enhance awareness of this brand
The website should OOZE social proof. It could be anywhere – Home page, Landing
page, Account signups, Thank you page. If you have a blank spot on your site and you
are not sure what to do with it, use some social proof.
1. Testimonials still remain the most popular and one of the most effective types
of social
Proof.
2. Use Logos – First option is to use the logos of your biggest clients, like LPU,
NIT Jalandhar in this case.
Second option is to use logos from the biggest media sources that
have talked about you. Example – Punjabi newspaper Jag Bani in
this case.
3. Case Studies – this is a more developed version of the testimonial. But instead
of using an entire quote from one of your customers, you tell their stories (like
Maggi did by starting ‘Meri Maggi’ campaign). When you weave quotes,
benefits of your branded product and details on how the customer achieved the
desired result into a cohesive story, it’s easy for other people to see how they’ll
benefit.
Email Drip Campaigns
Whenever someone gives you their email id, send them a series of emails on a
predefined schedule. This is called a drip campaign, because the emails
consistently drip to your customers one at a time. A popular model is to use a 3:1
ratio between valuable content and other offers, i.e., try sending three emails
which contain valuable content that helps them solve their problems (Unexpected
on the part of customers, builds trust). On the 4th email, provide an offer for
another product, or just promote it. Example – inform the launch of a new type
of sweet.
Personalize by sending anniversary cards to their residence, besides on other
festivals.
4. 4
Barebones Home pages
Due to lack of awareness, visitors may not enter your home page directly. They
may find a random page that was shared by one of your friend/acquaintance or
hit some random page you have worked your SEO magic on. As soon as they
become even slightly interested in your offer, they’ll straightaway head for your
home page to figure out what Lovely is all about. That’s the moment you make a
customer, or he’s lost in the social media universe again.
So how do you do it?
Remember, people are risk averse and their default action is to turn away. They
will look for an excuse to walk out the door, generally. Thus, a complicated
Home Page will make them decide easily to move away from the site.
Thus, go bare bones on the Home page. Cut it down to the essential elements –
include one tagline to describe your UVP and a call to action.
Example
Dropbox- There’s a video and a call to action button telling you to download it.
No fuss.
5. 5
Twitter – A robust social platform, they must need a complicated Home Page to
define the power of Twitter. But no, only two sentences, a single photo and sign
up/sign in boxes. Nothing more.
Write blogs on newer sweets and their various varieties.
Start programs like Masterchef Punjab, Masterchef Greater Punjab (Punjab,
Haryana, HP), ‘Masterchef Chandigarh’ to seek consumers’ attention on
channels which have greater hold in North India, and specifically in the Western
Sector.
Developan app for the people with a name like ‘SweetKart’ and send the sweets
to nearby region through courier mail. Since the sweets do not have a longer
shelf life, only nearby region like Haryana, Punjab, Delhi, HP, UK (Uttarakhand)
can be covered. But the cookies and some other stuff can travel longer, so the
app must be good enough to inform the consumer as to what are the things which
can be delivered where he wants due to food quality and distance constraints.
Advertise your app. This will help you in a dual manner. People will not only
enquire about the app, but also the home page will start receiving more and more
hits.
Once the stats reach a certain respectable point, you can add the stats page to
your website, which will show recent visits of people to your site.
Sweet makers with recipes can be launched in the market, so that people get
familiar with the brand name and enjoy the sweets as well, if they are not able to
frequently visit this exclusive shop. This will help increase the brand awareness,
especially in the states which are close by to Punjab.
Disrupt the Agenda:
i.e. become an underdog to continue the Learning process (Here, Top dog is
Lovely sweets itself)for itself to launch new kind of innovative sweets, a new
6. 6
category called FReets (Fruit+Sweets). For example – Banana coated with
chocolate;
Apple cut in four pieces and each piece filled with khoya (Khoya to be put in the
straw-width drill in the apple piece);
Almonds coated with chocolate/strawberry/vanilla/white chocolate;
Almond inside a Date etc.
This will also break the clutter of being too much hedonistic and too much fun,
by adding the utilitarian attributes of the fruits and dry fruits.
By the time local sweet shops copy it, Word of Mouth would have showcased
Lovely Sweets shop a pioneer in this category and it would have added another
feather to its cap.
Lovely Sweets must look for facilitating the trial by having an indicator which
tells how much calories a particular product contains, and how much an average
human needs. This will again encourage learning.
Further, to enhance Brand Recall, make various jingles for various top-of-the-
class sweets/sweet categories. Name them short for easy focus. This will raise
the attention level towards such products and increase its novelty.
Also you focus more if you are highly motivated. For this you need to increase
public involvement by asking for feedback and what new variety they would
like to see when they come the next time. The feedback can be through the app
or a computer placed exclusively for this purpose or just a simple register/forms
provided by the counter manager, to be put inside a ‘form bin’ while leaving.
Currently, the brand thrives on experience quality in the Punjab region and
among the Punjabi NRI community. If Lovely Sweets is able to lift itself up
from the Experience Quality to Search Quality, it can work wonders for the
brand Lovely Sweets. That must be the main motive for the brand Lovely
Sweets. That will not be difficult for the brand Lovely Sweets for it is a Top Dog
not only in this state, but in the entire Northern region.
There are rivals in other states like Bikaner Sweets in Bikaner, Rajasthan, but
they are not a threat to Lovely Sweets financially, as for now.
The above points will be very helpful for it to achieve Search Quality, especially
the Case Studies.
![2015
Great Lakes
Instituteof
Management,
Chennai
Prateek Sharma
DM 16160
[LOVELY SWEETS]](https://image.slidesharecdn.com/e6afc9f1-4de9-4003-a0c2-305579c5f556-160329045519/85/Prateek-Sharma_Lovely-Sweets-brand-awareness-enhancement-1-320.jpg?cb=1459227329)
