Loading ...A pretty well known newsmailer writes this morning “Rural and bottom of pyramid (BOP) markets are being considered the next big thing after a considerable saturation in urban markets”.
Being considered? Next big thing? Considerable saturation?
Note that the operatives we are apprehensive about - Being, Big & Considerable!
The same article says “companies are increasingly focusing on customising their products to the needs of consumers” .
Amazing, isn’t it? We should be collectively grateful that “focus on consumers” are finally “increasing”!
On the article we also see another interesting finding - “Sachet marketing has also found favour as it not only makes products affordable, it also helps build brand loyalty”. Must admit it’s a little too late a finding! As early as 1996, a small & ambitious start-up, originally named Beauty Cosmetics, introduced the world’s first “pillow pack”, a transparent 20ml sachet, priced at Re.1. Pioneered by an oft forgotten visionary, Mr. Ranganathan.
The start up morphed into a 300 crore+ FMCG major, renamed Cavinkare Limited. They also were the 1st hair-care brand to introduce a 50p sachet.
Thousands of MBAs had to study this unique case-study, as the concept was unique, made unprecedented inroads into rural India, was a phenomenal success & most importantly - adopted as THE most innovative packaging by almost all FMCG MNCs, worldwide.
It’s obvious that after the 24 months spent in acquiring the “qualifying” suffix, most marketing hot-shots have conveniently forgotten about the case & why they had to study it, in the first place. Yesterday’s news you see!
It took an institution like Mr. Prahlad (interestingly his initials are CK too, as in CKL) to “remind” our brand-custodians that India IS in its hinterland.
Ranganathan, being a humble middle-class innovator, with no vowels next to his name, is history! No media-adorned marketing whiz-kid will bother to pay any respect to this man who not only had the vision way before CKP did, but, made it work!
Do the “operatives” still look benign to you?
- Arnab
Sphere: Related Content
The retailer seems to have realised his potential of being the neighbourhood retailer, Where in he can throw in the extra Frills (Linux V/S Windows) to attract the prospective customers, the practise has existed for long now, its just the re-branding phase now 
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