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PRODUCT STRATEGY
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CHAPTER 6
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soft drink concentrate sachet priced at INR 5, which made six glasses (compared to the
regular pack, costing INR 27.50, which made 32 glasses). This addressed the problem of
cooling soft drinks in addition to the affordability factor. Several years later, Coca-Cola
introduced its INR 1 single-use Sunfill pack for rural markets.
The sachet phase was followed by the coinage pack and see-through pack to grow
the rural market successfully. Companies introduced soaps, cosmetics, cold drinks
and toothpastes in smaller packs. Beauty soaps (Lux, Breeze), Pond’s cold cream,
Fair & Lovely cream, Chota Pepsi ...
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