A Great Example of Excellent Marketing

The other day I was at the grocery store and decided to do a little shipping in the “ethnic” aisle.
You can find Chinese food, mexican food, and even some indian offerings. I’m a big fan of eating indian food, but cooking it.. I’d rather leave that up to a pro.

That’s how I learned about the Kitchens of India
Their (almost) ready to eat meals were on the top shelf. I decided to pick up some Mashed Vegetable Curry and see if we liked it. When I got home, I noticed that there was a free music CD included inside with almost an hour of Indian music. I thought, “that’s cool” and I decided to learn more about the Kitchens of India.

Come to find out the food in these tidy little boxes is prepared by master chefs at the famous ITC hotels in India then packed and shipped to grocery stores throughout the US and other markets.

By purchasing this product Kitchen of India did a few things:

1. Made a new customer for their packaged food. It was good and I’ll buy it again.
2. Gave the customer “something extra” for no extra money. The music CD was cheap to produce, and fit easily into their existing packaging.
3. Rose awareness about their hotels. If we get the chance to visit India we’d have to consider staying at one of their hotels.

This is what I would consider a very successful marketing campaign. It did what it was supposed to do, created a new customer that is likely to purchase and maybe even “upgrade” to another one of their products, if there is an opportunity.

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