About this document
Rural Marketing Strategies for Bru Coffee by Yash gowda is a document available to read on EtoBox.
Bru Instant Coffee faced the challenge of marketing instant coffee to three different consumer segments in rural South India - conventional filter coffee drinkers, tea drinkers, and instant coffee drinkers. To address this, Bru used an innovative door-to-door sampling strategy to provide trials across segments in a cost-effective way. During the 2009 campaign, over 2.3 million households were sampled, resulting in Bru gaining 70% of new category users.
- Author
- Yash gowda
- Language
- EN