Small is ‘sundara’
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Selling branded goods in smaller doses and packages to low-income consumers Here’s an interesting business question: if roughly two-thirds of the world's population makes 1500 USD or less per year, why try to sell them expensive, big goods and services that were designed for consumers in the US, Europe or South East Asia who make twenty or more times as much ? Multinationals like Philips, Unilever, Coca-Cola and Motorola, who all eye a piece of a market overflowing with 4 billion aspiring consumers, have realized that a focus on low prices, small sizes, and simple-to-use products will pay off big…
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