Godrej Nature’s Basket: Differentiate, Differentiate,And DifferentiateWhat do you do if you find yourself sinking in the s...
Service DeliveryNature’s Basket combines a mix of low-margin vegetables with premium, higher margin exotic herbs andingred...
About CXP DesignCXP Design (www.cxpdesign.com), founded by Rupa Shankar, is a platform for marketers,technologists, design...
Upcoming SlideShare
Loading in …5
×

Godrej natures basket differentiate differentiate and differentiate

1,087 views

Published on

  • we want natures basket presentations.plz suggest some websites
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Godrej natures basket differentiate differentiate and differentiate

  1. 1. Godrej Nature’s Basket: Differentiate, Differentiate,And DifferentiateWhat do you do if you find yourself sinking in the same “red ocean” business of pushing the proverbialvegetable barrow? You create competitive differentiation.That is what Godrej Nature’s Basket is doing to generate high growth and profits: Creating new demandin an uncontested market space, or a “Blue Ocean”, rather than competing head-to-head with othergrocery chains for known customers in an existing industry. And they are doing this by differentiating onthree aspects: brand, service delivery, and the human side of business to create customer “wow”.BrandAfter floundering in the grocery business since 2006, Godrej took a bold new step to reinvent itself witha focus on gourmet foods capitalizing on the global Indian’s growing taste for international foods andflavors. It’s a niche that has given Nature’s Basket a new lease of life. It has helped position the brand asa youthful, vibrant and trendy alternative to other big-box grocery chains in India. In 2009, nine monthsafter converting the floundering Nature’s Basket into a gourmet food store, its team was pleasantlysurprised that sales in seven of its Mumbai stores had grown at 70 percent – a quick validation of theirrenewed brand and customer focus.© Rupa Shankarwww.cxpdesign.com
  2. 2. Service DeliveryNature’s Basket combines a mix of low-margin vegetables with premium, higher margin exotic herbs andingredients such as basil and rosemary. Differentiation is also in understanding and mapping out acustomer’s daily food needs and providing premium, “hard pressed to find in other stores” brands andproducts such as conserves, oils, sauces, pancake mixes drawing shoppers in. In-store service staff wasknowledgeable and extremely well-trained on their understanding of international cuisines. We werewowed by the many occasions where the staff would offer ideas for recipes and actually help customerswith help putting together the complete ingredient list for a specific meal. For instance, one of the staffmembers was able to put together the list of items required to prepare a gourmet Penne Arrabiatta withease. Customers will gladly pay more for such an experience that is not only functionally but emotionallyrewarding. Companies skilled at unlocking emotional issues and building products and services aroundthem can widen their profit margins.Human Side of the BusinessThe store sizes are roughly 3,000 sq feet and maintain a warm, intimate, neighborhood store feel -different from the atmosphere in a typical overstocked, overcrowded supermarket. But it’s these smallact of kindness that would not normally make headlines that differentiate Nature’s Basket experiencefrom the other grocery chains: when customers are shopping with a basket in hand filling it up withitems, a staff member approached with the offer to carry the basket for them as they shop. They offeredto carry shopping baskets of other customers in the store as well. In a world that is being reshaped bythe relentless advance of technology, there’s a hunger among customers, employees, and all of us toengage with companies on more than just dollars-and-cents terms and what stands out are acts ofcompassion and connection that remind us what it means to be human. If Godrej Nature’s Basketcontinues along this path to identify areas for creating customer “wow”, it would earn a genuine senseof affiliation and appreciation from customers around India.© Rupa Shankarwww.cxpdesign.com
  3. 3. About CXP DesignCXP Design (www.cxpdesign.com), founded by Rupa Shankar, is a platform for marketers,technologists, designers and leaders to discuss and gain a deeper understanding of cross-channelcustomer experience design, develop empathy for customer needs and learn how to createproducts and services that deliver "wow" experiences for customers.When we check into a hotel. When we shop on-line. When we buy a pair of shoes. When we get ona flight. These are experiences by which we measure brands every day. However, most companiesare without the tools to purposefully design those experiences for maximum value. That’s whereCXP Design comes in.Day in, day out, we live, sleep, eat, breathe and unravel the riddle that is human experience, leadingto more loyal and committed customers for our clients.www.cxpdesign.comwww.facebook.com/cxpdesignwww.twitter.com/cxpdesignhttp://in.linkedin.com/groups/CXP-Design-Creating-Customer-Wow-4726523Rupa is an Associate Director at Happiest Minds Technologies (www.happiestminds.com), a next-generation IT Services & Solutions company at the forefront of Providing Advisory, Implementation andManaged Services on Social computing, Mobility, Analytics, Business Intelligence, Cloud computing,Security and Unified Communications. At Happiest Minds, Rupa is responsible for uncovering andactivating innovative digital and social engagement strategies for its clients, spearheading thedevelopment of frameworks and solutions for different industry verticals and enhancing the global go-to-market strategy. She taps into her past work as both a design practitioner and marketer to help HappiestMinds clients envision and define broad, end-to-end customer experiences.© Rupa Shankarwww.cxpdesign.com

×