How does this place sell ??

In a restaurant business service is the main component which sells, people prefer better service than food when they are dining at a restaurant and it is much more than just filling your stomach it's all about an experience.services constitute about 60 % in a restaurant business.
Generally what do people expect from a good restaurant ???..of course great food, great ambiance, hygienic food and above all great service/ and what if you get only good food ?? and the other three requirements are missing would you go there ?... most of your answers would be hell NO..Including mine, till few days back when i came to know about this place called Bobby da dhaba...form my friends..so one fine day we headed towards it..this place is located near Gurudwara at ulsoor lake(bangalore).It was very tough for us to locate this place which is a small hut..and the interiors are creepy...with only one bulb lighting the whole place..and a capacity to accommodate only 30 members at a time...you are supposed to wait for 1/2 hr minimum before you can sit inside..and where do you wait for the rest of the time...plush Sofa's...with magazines,,,don't even think of it...you are made too stand on the road and if you are lucky u have a rock at the entrance which can accommodate two of you...so look for the rock..as you wait.. while you enter the dining area a waiter would come and give you a slip to write your order on that slip and give it to sardar ji inside who is the owner of this place(i guess) i never dared to ask any thing as he is so fierce and shouts even if you are standing near by him...the food is awesome they have a limited menu..and that's their core competency i guess which made them stick to those items only..the food is amazing,,,,after your long wait on the roadside..u need not feel shy as you wait on the road side as you'll find many like u...as you wait on the road you'll find a punjabi restaurant adjacent to bobby da dahaba ..(I forgot the name..)which is empty and much hygienic than our booby da dhaba..people who get scared of the line at booby da dhaba end up landing there... hmm nice strategy...to pull few customers...

As as a marketing student i always try to find out what is so unique about this place..it's not just the product which always sells.. as you have many more places in the city which sell great punjabi food.. Is it the whole unique setting which pulls the crowd...the owner has not changed the setting even he can afford to do the same..or is it the word of mouth publicity which people have created that makes people visit this place..or is it the price(100 rs /person) which is dominating factor,,i always feel like speaking to the owner of this place,,, but can't until he stops shouting,,,,

Google it out and you'll find reviews about this place on Burp and you can even spot them on Google maps..

If you are drunk thats business for MERU CABS

Meru cabs, is a leading taxi service provider in India currently operating in all the metros, now the company has its target segment as the corporate clients and the luxury or tourists who visit the city, the company has identified a niche market for its services by identifying the need for people who are over drunk during the weekends, The company provides Taxi services to those who are drunk and are not in a position to drive themselves home, it smartly advertises by placing small notes on the table which have the following statements "If you are not able to read this lines properly its time to call MERU CABS". I was really impressed by the company and its ability to identify new market, In marketing it's all about identifying new markets and serving them efficiently. A niche is a profitable segment, all you need to do is identify the Niche , A niche segment is like a cash cow, you can milk the benefits for a period of time and there are little chances that your competitor copying the idea as the niche segment are less price sensitive compared to other segments and stay loyal to the company who are the first movers in the market.

INNOVATE OR DIE

One size fits all is not true for segmentation, you need to identify the different segments and target/cater to the segment which is the most suitable for your product/service, A single product cannot cater to the all the segments, you need to differentiate and position your Product/service according to what the segment needs, Marketing is all about identifying your target segment and catering to those specific target segments effectively, Companies providing different services generally alter the service or modify the service according to the target segment needs, yesterday while going through my college notice board I saw an advertisement of Safexpress (one of the leading logistics company in India), Campus 2 home was the new service which they were offering to the students who were shifting their luggage after the completion of course,

Product/service: Campus2home,

Service delivered: Shipment of your luggage, belongings from Campus to your location.

Target segment: Top 100 B-schools and other premium institution

Positioning: Hassle free transfer and a one stop solution.

They have tied up with IIM’s and other major colleges for business, in today’s competative world you need to identify the segments or potential segments and design your product/ service accordingly. There are many segments which are untapped in India and there lies a huge scope for marketers to develop their businesses.