UM
Managerial insights into sachet marketing strategies and popularity in the Philippines
Sy-Changco,Joseph A.1; Pornpitakpan,Chanthika1; Singh,Ramendra2; Bonilla,Celia M.3
2011-11-15
Source PublicationAsia Pacific Journal of Marketing and Logistics
ISSN17584248 13555855
Volume23Issue:5Pages:755-772
AbstractPurpose – 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. © 2011, Emerald Group Publishing Limited
KeywordConsumer goods Distribution systems Marketing strategy Multinational companies Package size Philippines Sachet marketing
DOI10.1108/13555851111183129
URLView the original
Language英语
Fulltext Access
Citation statistics
Document TypeJournal article
CollectionUniversity of Macau
Affiliation1.University of Macau,,Macao
2.Indian Institute of Management,,India
3.University of the Philippines,,Philippines
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Sy-Changco,Joseph A.,Pornpitakpan,Chanthika,Singh,Ramendra,et al. Managerial insights into sachet marketing strategies and popularity in the Philippines[J]. Asia Pacific Journal of Marketing and Logistics,2011,23(5):755-772.
APA Sy-Changco,Joseph A.,Pornpitakpan,Chanthika,Singh,Ramendra,&Bonilla,Celia M..(2011).Managerial insights into sachet marketing strategies and popularity in the Philippines.Asia Pacific Journal of Marketing and Logistics,23(5),755-772.
MLA Sy-Changco,Joseph A.,et al."Managerial insights into sachet marketing strategies and popularity in the Philippines".Asia Pacific Journal of Marketing and Logistics 23.5(2011):755-772.
Files in This Item:
There are no files associated with this item.
Related Services
Recommend this item
Bookmark
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Sy-Changco,Joseph A.]'s Articles
[Pornpitakpan,Chanthika]'s Articles
[Singh,Ramendra]'s Articles
Baidu academic
Similar articles in Baidu academic
[Sy-Changco,Joseph A.]'s Articles
[Pornpitakpan,Chanthika]'s Articles
[Singh,Ramendra]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Sy-Changco,Joseph A.]'s Articles
[Pornpitakpan,Chanthika]'s Articles
[Singh,Ramendra]'s Articles
Terms of Use
No data!
Social Bookmark/Share
All comments (0)
No comment.
 

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.