Skip to main content

Who's the Counter Burger's Target and Competition in India?

That the 'Counter Burger' features among the '20 Hamburgers you must eat before you die' should be good news in India. At least the 'story' around it will probably do the job of arresting attention for a brand that's virtually unknown here.

For the 'counter burger' to sell in India, it will have to be more than a burger, because a burger won't sell at 400 bucks. Not with the middle class. But then I guess the 'quarter burger' isn't targeting the 'middle class'. Its zeroing in on a class above.

My gut tells me the counter burger can sell to the upper-middle-class, if it turns out to be more than a burger. Meaning, it must drive a 'more than adequate' amount of psychological value to the customer in addition to being a tasty burger. That means the atmospherics and service will have to deliver.

The other day we were at lunch at the Barbeque Nation. Tell you what, it was good food, great service, great place, and it all came at 500 bucks plus taxes per person. Its the Barbeque Nations the Counter Burger will have to take on. Its that crowd that will have to switch.

Here's wishing a 400 buck burger the best in India.

Welcome. 

Comments

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.


Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Wearing Cuba means Walking Cuba

There's something ethereal about wearing 'Cuba'. Suddenly its the streets of Havana, smoke filled and lit by the groovin', more than the lights. The bars are packed to hilt and dreamy women seem to glide by. The feeling's beyond magical.

How did I get there?

Before I explain, I gotta tell you about the power of brands to take you places. Brands bring with them an ability to prompt you to conjure up the unreal. They can transform your reality into fantasy. And consumers are more than willing partners to brands as the drudgery they face in everyday life begs an injection of fantasy. Brands that operate in a zone of the unreal do the conjuring act as there's nothing else that consumers can call for, while making judgements. For instance, what should I be judging the lip paint on? Its colour and tone or its ability to turn me into a diva?

Cuba's a perfume. The moment I wear it, I am traipsing the streets of Havana. Its smoke filled bars I see. Its music I hear and…