Brand: Gandhi- Part 2

November 29, 2009 § 1 Comment

Ok, this is not about the Gandhi Pen again. But, its related to marketing, so using the same title. It’s a mere observation on a train from Hyd to Chennai. A guy distributed sweets to everyone to celebrate his sister’s wedding. First, thought if it could have some sort of drug mixed in it, to get everyone unconscious and then loot. 😦

Then unable to control my desire to taste, I succumbed. That’s when it struck; this could be used as a marketing strategy for some, actually few FMCG products, like tea/coffee powders or Mint or even new Milk packets. Sounds funny?

Let’s take only AC coaches, say 500 passengers with 3-tier and 2-tier? Instead of the regular tea/coffee there are offered, deal with irctc for permission to use your brand’s product for a few days. Get a few well dressed guys (to make sure they are not taken for ordinary sales men), ask for their preference, say lemon flavoured tea or black tea or whatever. Make sure the passengers realise that, they are being offered a new variety today. Get coffee cups or flasks with company logo in it, for brand recall.

At the end, ask for feedback & if possible also sell some packets. The challenge for marketers, would be

  1. Not to look like cheap sales-men who normally come home to sell products – Well dressed people with courteous manners could take care of it. Also packaging the product attractively would make a lot of difference.
  2. Make sure passengers see the product as a premium one in the market. In fact, I guess, the strategy could work only for premium brands

If you are wondering, how this is different from home delivered trial sachets,

  1. Travelling is basically a memorable thing, unlike being at home which the normal state is. So, a cleverly crafted, well executed marketing would tend to stick to their memory
  2. At the end of some percentage of the journeys, we are meeting someone or staying at a place (could be a relative’s place), in which case the passengers would act as ambassadors for the brand or give the free sachet to the relative for trying out provided he is satisfied with the brand.

Probably, it’s an already tried out strategy? Anyone knows of it? Hmm. And the sweet was not drugged, FYI! 🙂

Arun Vallappan


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