abhishreshthaa
Abhijeet S
• Packaging:
Rural customers are usually daily wage earners and they don’t have monthly incomes like the ones in the urban areas have. So the packaging is in smaller units and lesser-priced packs that they can afford given their kind of income streams.
Packaging and package sizes are increasingly playing a vital role in the decision making process of the rural buyers. Certain products like detergents and paste are bought in large quantities, whereas shampoos, toilet soaps, eatables are bought in smaller pack sizes.
The reasoning behind this is that the products that are common to family members are bought in large pack sizes, whereas individual-use products are preferred in smaller packs.
A successful example is that of HLL’s project ‘Operation Bharat’. HLL supplied hampers for Rs. 5, 10, 15 and 20, each of which had a Clinic shampoo bottle, a tube each of Pepsodent, Fair & Lovely, and Pond’s Dreamflower Talc, in different sizes and combinations. The idea behind this strategy was to have a product for hair care, dental care, skin care and body care.
Rural customers are usually daily wage earners and they don’t have monthly incomes like the ones in the urban areas have. So the packaging is in smaller units and lesser-priced packs that they can afford given their kind of income streams.
Packaging and package sizes are increasingly playing a vital role in the decision making process of the rural buyers. Certain products like detergents and paste are bought in large quantities, whereas shampoos, toilet soaps, eatables are bought in smaller pack sizes.
The reasoning behind this is that the products that are common to family members are bought in large pack sizes, whereas individual-use products are preferred in smaller packs.
A successful example is that of HLL’s project ‘Operation Bharat’. HLL supplied hampers for Rs. 5, 10, 15 and 20, each of which had a Clinic shampoo bottle, a tube each of Pepsodent, Fair & Lovely, and Pond’s Dreamflower Talc, in different sizes and combinations. The idea behind this strategy was to have a product for hair care, dental care, skin care and body care.