Strategic Marketing through Free Product Sampling

The company implemented a strategic marketing approach through free product sampling to overcome the challenge of uncertain customer purchase behavior. Instead of spending money on traditional marketing strategies with uncertain results, the company chose to invest in giving the product directly to customers. By offering a free product with a minimal cost of 15 to 20 rupees to produce, the company aimed to increase visibility and trial of the product among consumers. They strategically planned to give away 2.5 lakh cups of a new flavor on the day of the IPL final to maximize visibility and reach. This innovative marketing strategy was expected to significantly enhance the brand's visibility and increase product trial among consumers.