• Investment World
• eWorld
• Brand Line
• Mentor
• Life
• Brand Quest
• The New Manager
• BL Club
• Smartbuy
• Books
• Gallery

Stocks

• Quotes
• SE Diary
• Scoreboard
• Open-End Mutual Fund

Cross Currency

• Rates
  
  

Shipping

• Ports
  
  

Archives

• Yesterday
• Datewise
• Resources
• In Focus
• In Depth
• Events 2007

Group Sites

• The Hindu
• The Hindu ePaper
• Business Line
• Business Line ePaper
• Sportstar
• Frontline
• The Hindu eBooks
• The Hindu Images

The article “Britannia bets big on small packs” on the success of small packs of biscuits introduced by Britannia (Business Line, November 4) was interesting. An important reason for the success of these small packs is the afford-ability factor. There is great marketing potential at the bottom of the pyramid, according to Mr C. K. Prahlad, Professor, University of Michigan. Although it appears from the story that the Managing Director was inspired by her experiments at Cadbury, the root cause for her motivation appears to be the theme developed by Prahlad. Whatever it is, the experiment of Britannia is quite noteworthy and has to be followed by others who are in similar businesses.

K.V. Rao Bangalore

More Stories on : Letters | Food & Dairy Products

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page

Copyright © 2009, The Hindu Business Line. Republication or redissemination of the contents of this screen are expressly prohibited without the written consent of The Hindu Business Line