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Chin Chin Black Gulaman: The Problem of Consumer Acceptance in the Philippines

March 1st 2007 18:45
Mass Display Marketing Supermarket
Mass Display Marketing Supermarket
The marketing strategies developed specifically for the Chin Chin Black Gulaman are not expected to be carried out without any problems. One thing that is notable here is that the product awareness for Black Gulaman is only limited to a selected few. Many would view it as a desert, others a drink, hence as in my previous posts, it is hard to put it under a specific category. And this is an issue that is really something that will be sure to cause problems in the supermarket and convenience store outlets.

The problem here is not really on where to categorize it. It is how it can be exposed to the people who are not yet educated on the product and what it provides. Ideally, the people who consume the black gulaman are of the Class A and B consumers, and one key factor is that these people don’t have the patience to look for the product in a supermarket considering that products there are countless. Considered as the carrier product, Black Gulaman is a product in demand in the Philippines. The usual customers are of course the people who are already properly oriented on the product. These are the same people who would order it at restaurant where available but of course, the trend now is how to compact a product want and make it available to the consumers.

So where does consumer acceptance step it? Well, there is a saying, you simply cannot please everyone. For Chin Chin Black Gulaman, if its not product acceptance that is an issue, other factors such as price, packaging and taste will be in criticism. The best thing to do is place it and provide features such as supermarket racks or gondolas that can help make it immediately seen, upon entry and upon leaving the supermarket premises.

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