PREFETTI SUPPLY CONFECTIONERY SAMPLES VIA LUNCH BOX SERVICE
April 1st, 2010
BY RAGHAVENDRA VERMA
ITALIAN-owned confectioner Perfetti Van Melle India has developed an innovative way of distributing 200,000 samples of its Mangofillz confectionery in Mumbai: hiring traditional lunch deliverers - the famous 'Dabbawalas' to hand them out.
Nikhil Sharma, Perfetti India senior controller marketing, said: "Dabbawalas pretty much play the role of the shopkeepers. We made a tie-up with their association, and have the samples of our new product distributed through their network against a particular fee".
The Dabbawalas collect 'tiffin' ...
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