UM  > 工商管理學院
The Phenomenon of Sachet Marketing: Lessons to Be Learned from the Philippines
Rodolfo P. Ang1; Joseph A. Sy-Changco2
Conference NameAmerican Marketing Association Summer Educators' Conference 2007
Source Publication2007 American Marketing Association Educators' Proceedings
Conference DateAugust 3-6, 2007
Conference PlaceWashington, DC, USA

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 prerequisite for the successful use of sachet marketing? This paper studies the pervasive and highly successful use of sachet marketing in the Philippines and traces the economic and socio-cultural factors that might have made this market more susceptible than most to this marketing practice. The authors draw the following insights that can guide other organizations looking to employ this same strategy in other markets: critical factors for the successful implementation of a sachet marketing strategy include not just the prevalence of poverty, but the existence of a retail distribution network that can be conveniently accessed by this market, exposure to Western media and the existence of a strong consumer orientation, and finally the availability of technology that can bring down the cost of sachet sizing.

Fulltext Access
Document TypeConference paper
CollectionFaculty of Business Administration
Affiliation1.Ateneo de Manila University, Philippines
2.University of Macau, Macao
Recommended Citation
GB/T 7714
Rodolfo P. Ang,Joseph A. Sy-Changco. The Phenomenon of Sachet Marketing: Lessons to Be Learned from the Philippines[C],2007:5-15.
Files in This Item:
There are no files associated with this item.
Related Services
Recommend this item
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Rodolfo P. Ang]'s Articles
[Joseph A. Sy-Changco]'s Articles
Baidu academic
Similar articles in Baidu academic
[Rodolfo P. Ang]'s Articles
[Joseph A. Sy-Changco]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Rodolfo P. Ang]'s Articles
[Joseph A. Sy-Changco]'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.