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Friday, August 31, 2007

Good things should come in small(er) packages

One of the great flaws of marketing is its tendency to stereotype. In the name of mass marketing, we create and indulge in the assumption that a huge group of people basically think and react to same stimuli alike. But if one has some practical knowledge about direct selling and research, then he can point it out that its hardly the case.

Take for example, the notion of having a family package. For the typical FMCG company the family package will cater to a family of at least 3 (Male, female, child). For the typical real estate developer, the target family comprises of at least 4 ( Hence we have the 3 bedroom flats in abundance). Any middle income newly wed couple will second my idea about how difficult it is to rent a flat within their limited means. Reason? We still think about the extended family of the 80s when our parents used to believe that “cheley hok, meye hok, duty sontan e jotheshto”. But the more relevant question might be is that what this generation believe?

But how about the family of 2? Why cant there be products or packaging options that will cater to the need of two - be it the newly weds or comprising of 1 career woman + 1 supportive husband? Why cant there be 1 bedroom appartments focusing on this target group only? Why cant there be mini-family packages of noodles rather than having one BIG one for the extended family?

Why cant we think niche or think outside the conventional?

The questions linger. And for now, it is safe to assume that the marketer who is obsessed with the stereotypical definitions of “family packs”, will miss the bus. The definition of family has changed from the grandparents era to the mom-pop era. And another shift is only a matter of time.
Shahriar Amin is a full time brand enthusiast who is the creator of the first brand blog in Bangladesh ( where he disburses brand related knowledge for Bangladeshi students and businesses


Zeeshan said...

Indeed...I am having a tough time finding a two bed apartment for me and my wife. Nucleus families are coming up, so real estate companies have a new market at hand.

Anonymous said...

well....lets think a little more out of the box and that is a one room set apartment for a single working woman or man who are still bachelor.well i'm one of this kind and i fpound it the real tough one after coming back to my country completing my education abroad last year...people are not even aware of this concept..A STUDIO APARTMENT which is pretty popular for students abroad and even our neighbouring country.and even if you find one landlords don't bother to raise their eyebrows to give it to a single,young,unmarried working woman!