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1 – 3 of 3Joseph A. Sy‐Changco, Chanthika Pornpitakpan, Ramendra Singh and Celia M. Bonilla
The purpose of this paper is to provide managerial insights into how consumer goods companies adopt the traditional mini‐sized retail modalities and adjust their strategies to…
Abstract
Purpose
The purpose of this paper is to provide managerial insights into how consumer goods companies adopt the traditional mini‐sized retail modalities and adjust their strategies to market sachets successfully in the Philippines.
Design/methodology/approach
The study uses case studies through semi‐structured in‐depth interviews with marketing managers from major multinational and regional companies that have used sachets as part of their marketing strategy.
Findings
The findings suggest that companies use sachet marketing to facilitate trials of new products and to deliver value across the market by making products more affordable and accessible. The extensive network of corner stores provides the distribution system needed to reach the farthest and remotest markets. To be successful, the brands must be popular and priced in a manner compatible with the coinage system in a market.
Originality/value
There has been little analysis of consumer goods companies' strategies that cause quick acceptance of sachets. This study fills this gap in research and shows how companies have adopted the piecemeal retailing and adapted their strategies to create a burgeoning sachet market.
Details
Keywords
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
The paper considers the reasons for the success of sachet marketing in economies such as the Philippines and India.
Practical implications
The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.
Details