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PRODUCT STRATEGY
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CHAPTER 6
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products or introduce low-price packs (sachets, 200-ml chota Pepsi, pricing white goods
below the psychological barrier of INR 10,000). They are also trying to change consump-
tion patterns through consumer education (increasing the frequency of soap usage from
weekly to daily) and through the adoption of alternative channels to reach deeper (HUL’s
Project Shakti, haats, mobile vans, youth volunteers) and grow the market.
Pioneers in rural markets such as HUL, Eveready, and ITC, having achieved a high
penetration with products at the maturity stage, are either extending their brands (Life-
buoy ...
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