The phenomenon of sachet marketing: Lessons to be learned from the Philippines

• Main Authors: Ang, Rodolfo P, Sy-Changco, Joseph A
• Format: text
• Published: Archīum Ateneo 2007
• Subjects: Marketing
• Online Access: https://archium.ateneo.edu/gsb-pubs/6; https://d1wqtxts1xzle7.cloudfront.net/30988447/ARC_AMA_SUMMER2007.pdf?1363701390=&response-content-disposition=inline%3B+filename%3DEnhancing_Knowledge_Development_in_Marke.pdf&Expires=1593589775&Signature=WhNtSs~K5OHUdLv5tIU~sRRATdhk7cbclNnOc5Cm323IP8VxZP3gPv6NnOVA~JCtWXhnFPEt~-MKTAKQW--ZypO-n6PPfqpvFzrCjaCHMNWHzCRj5W7YoMGKiKtyKaW2vG8Xkd4MktDu0aKR~r6Ze7oEHSHh1Sul9lOkxR4~nh5OGjlUYGbO7p9fGbnQAXeswVkuWntNZjwrh6D5ufj-nLlK9mO~2aw9TkxkYXJffrxQwLbFnDFUcS~9ZYH3xs-9QKv1sg1WVgnOL9JtHBRA9XQJhdL~kkL1wbgjOzl1YELxpsBVhLnSWTh9FPbm-CbjA3CncGIAhMbCog5USr7bVQ__&Key-Pair-Id=APKAJLOHF5GGSLRBV4ZA#page=27
• Institution: Ateneo De Manila University

Sachet marketing, or the effort to increase market penetration for one’s product by making it available in smaller, more affordable packs, is usually thought of as a tool for penetrating the market at the bottom of the economic pyramid. But is the existence of a large economic underclass the only pr...