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1 April 2007
Increase your sales with sachet marketing!
What just is sachet marketing? It is very much about taking your usual product and breaking it down into more bite sized components (sachets) so as to reach out to the masses.
Example 1
To reach millions of villagers who otherwise will not be able to afford a phoneline, GrameenPhone in Bangladesh offered a special package for ‘phone ladies’, ladies who pay a fixed fee to the telecom operator, and who in turn allowed her fellow villagers to make phone calls for a few taka a call.
Example 2
Instead of doing the financially impossible task of having every villager in India own an internet terminal to access their land records, Daknet in India set up kiosks with offline terminals in villages, on which villagers can prepare their request. A rural bus then drives by to ‘pick up’ these requests via a Wi-Fi transfer, drives to the nearest Wi-Fi Hub, dumps the requests and picks up the return messages for the villages on its return route.
Sachet marketing is already behind the concept of land banking companies (buying a big piece of land and selling small parcels of it to retail investors to finance the purchase, with a margin), real estate reits (buying a shopping centre and selling shares of it to retail investors) and other big purchases being made into bite-sized portions. If you are selling big ticket items, this could just be the strategy to increase your sales.
Fancy owning a portion of the aeroplane, the train or the bus you take?
http://www.springwise.com/.../sachet_marketing_asian_style/
Ian Choo, 1 April 2007
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April 2007
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