IIMB, as is the case with several other colleges, has a small, 24 hours canteen called Athikas, where one can go get tea and some other eatables as sandwitches, maggi etc. Nothing hi-fi, the people manning the shop are complete desi; no wonder Athikas is the favourite hang out place for us students. Notwithstanding the problems caused by the unprofessional managements (huh, that's an MBA speaking) like stockouts and hygiene neglect, people just love it.
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Recently, Amul opened a store inside the campus. Driven by the strong brand equity and the promise of healthy food, people started patronizing this new outlet, leaving Athikas owners slightly worried. To counter the threat, they stocked up on all the popular Amul items. Together with the extra services they offer, like credit line etc, Athikas once again seems to have regained the ground they lost temporarily. The Amul outlet resembles a barren land.
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However, did Amul, the company, lose out though? Its campus sales increased many times over; through Athikas and not through the Amul outlet though. Win-Win strategy!
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