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Packaging at the Bottom of the Pyramid
Sam Kanywuiro, Member
Perhaps one can look at the BOP concept from the point of view that low income earners require to consume quality products as much as the individuals on the higher parts of the pyramid. Unfortunately those within BOP have limited budgets and they can only purchase the products in small quantities and less frequently.
To make the products accessible, the manufacturers have to find innovative ways of packaging the products. The smaller packs' may fetch less profit margins but this may be countered by the higher turnover. One can also envisage a situation where some of the smaller packs consumers today may migrate to be the bigger pack consumers tomorrow; particularly the youth, who will have been hooked to the particular brand.
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Why Smaller Packs Sells MoreRAMDAS NAIDU, Member With smaller packs you sell more and generate more profit. Smaller packages are within the budget of low income earners to purchase. |
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