In most households, women are the decision makers. This is especially true when the question of children’s nutrition arises. Since Bournvita is a children’s nutritional product, we decided to target the children’s mothers directly. We, at RWP, undertook this in the form of a door to door campaign in the state of Maharashtra. As a result over 6 lac households were contacted out of which more than half the respondents purchased the Bournvita pouch that the salesperson was selling. Through this campaign, sales were increased and non- users were converted into users of Bournvita.
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