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Motivations for Sachet Use

In a market such as India sachet portions are very much aimed at the poorest consumers - people for whom buying more than is immediately needed is unfeasible. But the convenience of either supplying or using individual sachets can benefit more than this target market: the photo above is from a (higher end) hotel in Gangtok where 2 rupee sachets of shampoo have made their way into the bathroom toiletry collection. For companies that sell both to entry level and wealthier consumers what are elements of the the design and/or experience that will appeal to one segment and be avoided by the other? In a global market where millions of phones are discarded every year is it possible to to segment and somehow enforce the segmentation of the market? See comments on 'unlikely consumers' in the discussion of this essay).

Incidentally individually wrapped portions are also common in Japan but for very different reasons - a combination of a strong cultural appreciation of the design and use of packaging, a tendency to eat smaller portions than found in say the US or Europe and a need to protect perishables from the intense summer humidity.

I'd hoped to get my hands on a Motofone before leaving India, but it was not to be. To what extent its simple and innovative design elements tempt more design orientated and wealthier consumers?

Writing from Niseko | January 9, 2007 | Permalink