Paramount Sherbet Case Study Analysis

Team Details Animesh Gupta, Prerna Singh and Tushar Nandkeoliar

Institute MICA, Ahmedabad.
1. The three options for service blueprint (store layout) that they need to consider are
completely traditional, modern yet vintage, and completely modern outlook.
Let us highlight the important elements that are responsible for the success of Paramount
Sherbet a.
Drink is healthy, ingredients are natural and it is Ayurveda in nature.
b.
Variety of Sherbets for the customers.
c.
Value for money buy.
d.
It is made fresh, only the ingredients are stored.
e.
The legacy has been passed on from one generation to the other, 96-year-old legacy,
tastes
have been preserved carefully.
f.
No external involvement, family involved in the business, driven by heart and soul.
g.
Personal relationship with each customer, staff remembers the tastes and preferences
of
each customer.
h.
No advertising or marketing communications, thrived on word-of-mouth.
Analysis of three blueprints giving due importance to above mentioned elements 1. Completely traditional - It will not appeal to the social class that visits Cyberhub. The old store
decor was not at all impressive, the business gained traction only the basis of its product i.e.
Sharbet and the personalised service. It was suitable for an outlet situated in old city but in a
plush locality servicing modern office goers while competing with renowned brands alongside, it
would not prove effective. The old style of serving sherbets would have to be modified and a
modernised.
2. Completely Modern - Completely modern outlook would be detrimental. Paramount sherbet
needs to harp on the success of its core products as well as its legacy. Completely modern
outlook would rob the business of its essence and the existing customers might not like it, and
recognise the brand
3. Modern Yet Vintage - This is the store layout with which Paramount Sherbet needs to go
forward. While going ahead with old school values, the decor could incorporate the same slim
marble table tops to bring about nostalgia along with other vintage decor items like old
telephone sets, minolta cameras, railway station wall clock. The walls would have modern
texture and colours with portraits that depict the journey of Paramount Sherbet from then to
now. Also the menu can be used to give a modern yet vintage feel by it being on newspaper
layout like the format of the Bengal gazzette
As far the as the product range is concerned, the top selling sherbets need to be
retained, the taste has to stay the same though the serving style should vary. Customers
will have an option of carrying the bottles and jars back home that would enhance the
brand association and loyalty. Apart from sherbets, new shakes can also be introduced

keeping in mind the evolving tastes yet keeping the essence of providing health savvy
drinks.
The feel of nature and modernity can be synchronised by the use of actual coconut
shells to serve the Daab Sherbet in, which would prove cost effective as well.
Digital advertising would have to be inculcated. A facebook page would have to be
created where the reviews of existing customers would be posted. Its specialities would
be enlisted. A series of short communications with #livemychildhood where parents
convey their association with Paramount Sherbet to their children. That would have an
emotional appeal.
The existing customers would be given discount coupons and encourage to the visit the
new store. Since it is on Cyber hub area, Sherbet delivery to nearby offices can also be
explored under the campaign titled get your daily dose of ayurveda.
Please find the competition analysis belowa. Product form:
Khaas, Iced Tea, Roohafza
b. Product Category:
Milkshakes, Mocktails (Mojitos, Martinis), Aerated Beverages, Frappe (Cold
Coffee), Fresh Fruit Smoothies, Juices (Canned/Fresh), Lemonades, Butter Milk
(Lassi).
c. Generic Competition:
Tea, Coffee, Bournvita Drink (Hot/Cold)
The opening ceremony would be a grand affair where the iconic Daab
Sherbet would be given for free to each of the customer. Reviews of food bloggers
would also find a mention on social media page.
2. Brand Building Elements
a. Start by online digital marketing and we can think about print and OOH later on
b. create facebook page, with weekly campaigns, facebook videos for advertising.
use hastags like: # ReliveYourChildhood, #RealHealthySherbets
c. focus all branding campaigns around nutritional value, healthy, ayurvedic- natural- no
chemical preservatives, old Calcutta charm, time tested brand
d. free mini drink for customers who visit the new franchisee shop on checking in on facebook
e. twitter- influencer marketing through Calcutta biggies who are regular customer of the old
shop
f.

To be done 1. 5 c analysis

2. Swot of sharbats
3. Brand building elements