So many different suns: How successful brands hit the conflux of affordability and aspiration

Shobha Prasad and Sangeeta Gupta

This paper discusses how brands can be positioned in emerging markets like India as both affordable and desirable, challenging the assumed incompatibility of low priced and aspirational positionings.

So many different suns: How successful brands hit the conflux of affordability and aspiration

Shobha PrasadDrshti Strategic Research Services, IndiaSangeeta GuptaPepsico, India

INTRODUCTION

All of us are familiar with the current industry focus on emerging markets. It is also no surprise that the larger consuming population in these markets lies not at the top end, but towards the middle and lower ends of the income pyramid. This is also where marketers struggle the most – how should the offer be constructed to ensure it is affordable yet desirable?

The proposed Theory of Multiple Aspiration & Poverty Lines...

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