TY  - BOOK
AU  - 
AU  - Rodolfo P. ang
ED  - 
ED  - 
ED  - 
ED  - 
SN  - 2
PY  - 2009///46
CY  - Quezon City : 
PB  - Office of Research and Publications, Loyola Schools, Ateneo de Manila University, 
KW  - 
KW  - 2
KW  - 0
KW  - 6
KW  - 20
KW  - Sachet marketing
KW  - Philippines-strategy
KW  - sears0
N1  - 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; 5
ER  -