Mini-Sizing consumption or whetting the appetite? Managerial insights on sachet marketing strategies of consumer goods companies

UM > Faculty of Business Administration > DEPARTMENT OF MANAGEMENT AND MARKETING

Status	已發表Published
	Mini-Sizing consumption or whetting the appetite? Managerial insights on sachet marketing strategies of consumer goods companies
	Sy-Changco, J. A.; Pornpitakpan, C; Singh, R
	2009-12-01
Source Publication	ANZMAC 2009 Conference Proceedings
Publication Place	Melbourne
Publisher	ANZMAC
Abstract	Although anecdotal evidence exists that explains why consumers in emerging markets adopt sachets, little is known about how companies adopt sachet marketing strategies to adapt to the burgeoning demand from consumers. In this study we conduct in-depth interviews with five marketing managers of MNC consumer good companies in Philippines (Nestle, Johnson & Johnson, P&G, and L’Oreal) to provide managerial insights on how consumer goods companies adopt and adapt their strategies in order to successfully market sachets in emerging markets. The managerial insights derived from these interviews suggest that companies use sachet marketing for increasing trials, and delivering value across the market segments while achieving product line balancing, meeting environmental concerns, seeking cooperation of channel, and managing the promotional outlays.
Keyword	Sachet marketing Package size
Language	英語English
The Source to Article	PB_Publication
PUB ID	5826
Document Type	Conference paper
Collection	DEPARTMENT OF MANAGEMENT AND MARKETING
Corresponding Author	Sy-Changco, J. A.
Recommended Citation GB/T 7714	Sy-Changco, J. A.,Pornpitakpan, C,Singh, R. Mini-Sizing consumption or whetting the appetite? Managerial insights on sachet marketing strategies of consumer goods companies[C], Melbourne:ANZMAC, 2009.
APA	Sy-Changco, J. A.., Pornpitakpan, C., & Singh, R (2009). Mini-Sizing consumption or whetting the appetite? Managerial insights on sachet marketing strategies of consumer goods companies. ANZMAC 2009 Conference Proceedings.

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