Problem: there are billions and billions of dirt-poor people in the world, a huge potential market, but they're just not buying the iPods. So how do we get our hands on what little they have? For the past year or so, the positive thinkers at Trendwatching.com have been shouting the answer: SACHET MARKETING! Translation: sell them tiny amounts of cheap shit under your sweet brand and watch the takas and rupees roll in! But let's allow the sinister Trendwatchers to tell it in their own words:
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?The talk gets sexier when filtered through NewsRadio Singapore:
To the rescue come innovative micro-selling methods, aimed at new consumers in developing mega-economies like China, India, The Philippines, Mexico and Brazil. It's all about serving up your products, services and loans in affordable portions. sachets or sizes, so that consumers get to know and like your brand.
Lately things just got smaller, sleeker and more sensational. Egg-shell washing machines, Mercedes hatchbacks and mobile phones with keypads the size of your thumb. It's less about making a fashion statement than serving up products and services in smaller and lighter portions, sizes and versions. It's all about micro-selling methods or affordable sachet marketing.This is why, as capitalist exploiters go, a lot of us prefer the Myron Fass model (scroll down). While all he ever wanted was our money, he never tried to make it sound like he was helping anyone but himself. He treated us like we were stupid, but not that stupid.
“With branding everyone's trying to allow people the experience of participating and not just looking at luxury goods through ads..."