Cocoberry: A Startup's Global Ambitions
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"For me, India is 23 countries, I have to have as different a strategy, a different taste, a different flavor for every State here, so why not global."
-G.S. Bhalla, commenting on Cocoberry's decision to enter global markets, in July 2011.
Cocoberry's product menu was later expanded to include beverages, smoothies, and sandwiches. Cocoberry was targeted at health conscious young customers with high disposable incomes. Bhalla mostly relied on low cost market communication tools like word of mouth and publicity for promoting his products. He made good use of social media to promote the initial growth of the Cocoberry brand. According to Bhalla, "We have vision to develop Cocoberry as an adorable brand for consumers. And social networking is the only possible stop to substantiate the same, the only transparent medium with no gimmick!" Since many Indian customers were not aware of frozen yogurt products, Cocoberry also focused on customer education to increase the awareness levels among the customers.
By 2011, Cocoberry enjoyed a dominant position in the nascent frozen yogurt market in India. The market had also attracted competition from international chains which were more experienced in selling frozen yogurt. While the market was growing, some industry observers felt that selling frozen yogurt to an even larger number of Indians might prove a formidable challenge for Cocoberry given the fact that Indians had been preparing curd at homes for centuries and that middle income people might not be interested in buying frozen yogurt at a premium price.
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