4  0   <br/><br/>
An exploratory study of the sachet marketing strategy : insights that can be drawn from the Philippine experience        6 
       6     

 -   
 -     
 - v. ; 23 cm.         
 -   
 -   
 - 
 - 
 -         .
 -     .
 -          0   .
 -         .
 -  0       .
<br/><br/>   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. 
<br/><br/>
<br/><br/>      
<br/><br/>   5 
<br/><br/>      
<br/><br/>        
<br/><br/>      
<br/><br/><br/> <br/> <br/> <br/> <br/> <br/> <br/> 
<br/><br/><br/>5     
<br/><br/><br/> <br/>   
<br/><br/><label>ISBN: </label>  
<br/><br/><label>ISSN: </label>2 
 =   
 =   
<br/><br/><label>Standard No.: </label>        
<br/><br/><label>Publisher. No.: </label>  
<br/><br/><label>Source: </label>        
<br/><br/><label>LCCN: </label>
<br/><br/><label>Nat. Bib. No.: </label> 2 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>    
<br/><br/><label>Subjects--Personal Names: </label><br/>     2     --0------
<br/><br/><label>Subjects--Corporate Names: </label><br/>     6 --0-- 2 --------
<br/><br/><label>Subjects--Meeting Names: </label><br/><br/> 0    2 --
<br/><br/><label>Subjects--Uniform Titles: </label><br/>  --20------
<br/><br/><label>Subjects--Chronological Terms: </label><br/> 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Sachet marketing    ------Philippines-strategy----
<br/><br/><label>Subjects--Geographic Terms: </label><br/>--------20--
<br/><br/><label>Index Terms--Genre/Form: </label><br/>----2
<br/><br/><label>LC Class. No.: </label> / 2 
<br/><br/><label>Dewey Class. No.: </label> / 2 
<br/><br/><label>National Agricultural Library Call No.: </label> /  
<br/><br/><label>National Library of Medicine Call No.: </label> /  
<br/><br/><label>Gov. Doc. Class. No.: </label>