Dabbawalas Network:Promoting for New product launch

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I would say yes, traditional promotion and ditribution tool does not means old version which is not working now aday. If we talk about Mumbai Dabbawalas still they are using tradional way to distribute 200000 tiffins everyday through approximetaly 5000 vendors. see the entire chain of this dabbawalas they do not has any modern computer technology but still they pick and deliver all tiffins to right people at right place to right time. How they do, the reason is they uses color coding system for this and make it happen. Coming to point mostly company are using this channel for promoting and building awareness about their brand. Recently Perfetti van melle launched MANGOFILLZ under band extension of Alpenliebe. They are going to use traditional promotional scheme which is dabbawalas imense network because they has reach of 200000 households. This types of networks uses in launching of new brand. Microsoft also used this scheme to promote their product called "asli PC". Relaince' Big cinema also used this scheme to advertise about their Big cinemas,that you can watch IPL match in theatres and Reliance had used this network to promoting their IPO. India's largest mobile operater also used this channel for promoting New Handsets, connections and Prepaid card users. According to my analysis this types of channel can works very well when product are new,due to Dabbawala's great reach. Expences are also low for promoting and building awareness. Dabbawalas has emotional attachment with these household who can change the meaning of traditional channels and second thing is company can use this channel for Impulse product, confectionery and to some extent fmcg product as well. lets's see effectiveness of this channels in favour of company.

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