Profits could be attainable from unimaginable volumes
Thinking small in large volumes—the essence of “sachet marketing”—yet never losing brand focus, could open up entirely new markets for many of the worlds B2B (and B2C) manufacturers and service providers. If you can identify customers who are willing but perhaps cash strapped, think micro-loans and contracts, think mini-sizes, mini-volumes, think light versions, think leasing, bundling, reselling, think making money and paying respect to your future customers.
Here’s an interesting business question: if roughly two-thirds of the world’s population makes USD 1,500 or less per year, why try to sell them expensive, bulky goods and services originally designed for consumers who easily make twenty times as much in North America, Western Europe or Japan? Consider how innovative micro-selling methods, aimed at new consumers in developing mega-economies like China, India, The Philippines, Mexico and Brazil will likely create new, previously untapped demand. It’s all about serving up products, services and loans in affordable portions (sachets) to stimulate new markets. Meanwhile, you the manufacturer or service provider have the potential to make a good profit from sheer overall volume (smaller sizes, but more buyers).
Whirlpool™ has been cashing in on its line of inexpensive yet stylish washing machines in Brazil, India and China. Both price and looks have received a sachet marketing makeover: machines cost USD 150 – 200 (about half of the US average) and are customized to local tastes. For example, in Brazil, customers wanted to see the machine operate, so Whirlpool made a transparent acrylic lid, that also happens to be cheaper than glass. Machines also have a smaller capacity, because lower income Brazilians do their laundry more frequently. In China, where washers are considered status symbols and are often placed in living rooms due to lack of space, extra attention was paid to sleek looks. And like microfinance, Whirlpool is already exploring the possibility of bringing these “people’s washers” to Europe and even North America.
How can you “sachet” your products or services?