Buying less, more often: an evaluation of sachet marketing strategy in an emerging market

• Main Authors: Singh, Ramendra, Ang, Rodolfo P, Sy-Changco, Joseph A
• Format: text
• Published: Archīum Ateneo 2009
• Subjects: BOTTOM OF PYRAMID; PENETRATION STRATEGY; PERCEIVED VALUE; SACHET MARKETING; UNIT PRICE; Marketing
• Online Access: https://archium.ateneo.edu/gsb-pubs/5; https://www.ingentaconnect.com/content/westburn/tmr/2009/00000009/00000001/art00002

Sachets have for several decades now, been marketed by firms as a strategy to increase trials and market penetration especially in the economically underprivileged societies of the emerging markets. Very often the existence of an economic underclass is assumed to be a necessary prerequisite for the...