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An exploratory study of the sachet marketing strategy : insights that can be drawn from the Philippine experience 6 6 - - - v. ; 23 cm. - - - - - . - . - 0 . - . - 0 .

ABSTRACT : Sachet marketing, or the effort to increase market penetration for one's product by making it available in smaller, more affordable packs, is usually seen as primarily a tool for penerating the market at the bottom of the economic pyramid.thus, the existence of an economic underclass is usually assumed not just to be a necessary but also a sufficient condition for the succesful implementation of a sachet marketing strategy. This exploratory study of the experience in the Philippines challenges this idea, and outlines a possible theoretical framework with which to evaluate firms sachet marketing strategies. While the prevalence of poverty is a necessary prerequisite to the succesful implementation of a sachet marketing strategy, there are a number of other critical success factors : the presence of an extensive retail distribution system, favorable socio-cultural factors, higher perceived value by the consumers, and the ability to bring down the cost of sachet sizing, typically through packaging innovation.





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