According to Kraft Foods:  The Coffee Pod Launch case study by Aleem Visram, an alternative strategy to selling coffee pods to consumers first would have been to market them to other businesses, such as hotels, restaurants, and convenience stores.  Discuss the implications of using a dual-channel marketing approach.

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
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According to Kraft Foods:  The Coffee Pod Launch case study by Aleem Visram, an alternative strategy to selling coffee pods to consumers first would have been to market them to other businesses, such as hotels, restaurants, and convenience stores.  Discuss the implications of using a dual-channel marketing approach.

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