There was a electronic gadgets manufacturing organization wanted to launch a device which measure blood pressure at home with fixed price at Rs. 3000 per piece. This firm had no proper channel of distribution. This device help a person to measure his blood pressure at any place whether in home or office without having to visit the doctor. By availability of this product it save the time. The company made cold list and hot list of the people which were below and above 45yrs of age have the income more than Rs. 15000. Company released the coupons in two leading business paper in Bombay and asked to the individual to fill the printed coupons and send it to within 10 days to get a free booklet on management of blood pressure.
The coupons consists of name, age, income, profession, residential area and details of any health related problems were to be filled in. Most of the people who responded were suffering from blood pressure , obesity and heart related problems. A cold list of about 5000 individuals was generated but only 3500 respond to that. Another method adopted by the company is to get a list of credit card holder from the different banks. Company sorted out the names of persons who were above the age of 40 yrs and which occupy senior executive position in private or public organization. Company offered those people brochure and a personal letter for free demonstration of products. Company have logistics problems.
Courtney from Study Moose
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