An exploratory study of the sachet marketing strategy : insights that can be drawn from the Philippine experience 6
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Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; Quezon City : Office of Research and Publications, Loyola Schools, Ateneo de Manila University, 200946Edition: Description: v. ; 23 cmContent type: text Media type: unmediated Carrier type: volumeISBN: ISSN: 2Other title: 6 []Uniform titles: | | Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- Sachet marketing -- Philippines-strategy -- -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | LOC classification: | | 2Other classification:| Item type | Current location | Home library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| Book | PLM | PLM Periodicals Section | Periodicals | HD62.5.P6.L69 (Browse shelf) | Available | PER 1436AE |
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. 56
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