The lower end of the market seems to
be offering unlimited potential and
the applicable product has to be backed
up by an appropriate distribution network.
The figures given by Gopalakrishnan,
Executive Director, Tata and Sons, in
one of his recent publications are,
insightful in terms of the growth the
entry level markets may experience in
the years to come - in 1951 there were
2.5 lakh retail outlets in the country
and today there are more than 5 million
retail outlets. The number of retail
outlets per million consumers has increased
from 600 to 5000. The people in the
unorganised sector will reach 430 million
in the next ten years. Formulating the
right product with a combination of
performance, features and price and
finding the right combination of distribution
structure is probably more important
than high decibel advertising for marketers
attempting to win over mass markets.
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clipped from www.etstrategicmarketing.com
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