It feels adept when a construct innovates on an sentiment that benefits non solely the construct but every bit good the community. One such conception is the children's commons which was created past times Cochin ( Kerala) based ice-cream brand Uncle John. Uncle John is a famous local construct of ice-creams marketed past times M/S Jojo Frozen Foods Pvt Ltd. The construct advert is coined from the advert of its founder MC John.
Uncle John's I-Drive is a minor children's commons located near the NH Byepass at Cochin. Cochin which is the concern working capital alphabetic quality of Kerala solely has 2 good maintained parks for the residents. Both these parks are located inwards the pump of the metropolis which makes it hard to attain thank y'all to the heavy traffic. The launch of this minor commons which is away from the traffic of the metropolis has proved to live on a big boon to Cochinites. The commons is modeled every bit a traffic commons for kids with cycles, battery operated cars etc in addition to other measure outdoor plays similar slides, see-saw etc.
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| Pic Courtesy : The Hindu |
What is interesting is that the whole concept of the commons is ideated in addition to executed past times the brand. According to reports, the commons is the sentiment of Mr.Joseph Simon who is a Director at the fellowship which owns the brand. Another interesting fact is that the commons charges Rs 25 every bit the entry fee ( per person) in addition to the users tin give the axe buy ice-creams for that amount. The commons already is a big striking with the residents of Cochin.
This commons is a classic illustration of smart marketing do where the construct takes an maiden to offering something that is useful for the community ( every bit good the target market) at the same time benefiting itself inwards the process. The investment of the commons is huge but it is going to do goodness the construct inwards the long-term. The construct through this sentiment is able to attract the TG in addition to every bit good makes them experience the products in addition to at the same fourth dimension provides enjoyment to them. This is a classic illustration of experiential marketing.
However, the construct despite beingness innovative inwards the concept somehow was non aggressive inwards promoting its itself in the park. Except for a hoarding at that topographic point is non much OOH media within the commons that enhances the brand's visibility. In a typical Sunday, to a greater extent than or less 700 families watch the commons in addition to that is an audience a construct volition move out for. There is lot of compass for conception for the construct within the park.Hope that the construct is able to sustain the commons in addition to gain its truthful render inwards price of construct equity. The construct could get got done lot of things within the commons that volition heighten the brand's awareness in addition to equity like
- Events
- Memorabilia
- Merchandise
- Contests
In the long term factors similar safety, novel games/rides, courteous staff, parking facilities, back upwards of the enterprise regime volition play a critical business office inwards the success of this unique idea.
