An Empirical Investigation in Identifying the Potential of Digital Marketing Strategies in Promoting Coffee Products with special significance towards South Indian Markets

Digital marketing is a form of marketing that is often used to promote products or services to consumers in digital channels. This concept goes beyond marketing, including channels that do not require the Internet. This paper attempts to investigate the potential of digital marketing strategies in promotion coffee products. The researcher attempts to understand the impact, effectiveness and opportunities of digital marketing in enhancing the sales of coffee products in South India. The researcher used convenience sampling method to gather the data from the respondents, who are the traders of coffee products. The result of the study is that there is a huge potential in implementing the digital marketing strategies as this will possess a greater impact in enhancing the sales of coffee products. Generally coffee is a stimulant product for Central Nervous System and it is cultivated in many parts of hill station of Karnataka and other parts in India. Since it is a premium product, the Government should extend its support to the farmers and to help them for marketing their coffee products at reasonable price. It is studied that coffee is a must available product in all types of hotels and restaurants.