Wal-mart…the ubiquitous ‘big box’ store with Arkansas roots has become the largest and most influential retailer in the world. To continue to grow, Wal-mart has developed new small store formats, designed to work in regions that cannot support a superstore.
In Mexico, where almost half of consumers still shop exclusively at the traditional small ‘mom and pop’ shops, Wal-mart has responded by opening their Bodega Aurrera stores. These shops offer consumers access to well-known brands at low prices (just like the big stores) but in a much smaller environment and in smaller package sizes.
Consumers who shop here are poor, and cannot afford to purchase large quantities at one time. SCA has responded by creating smaller 12-pack sizes of our Saba Confort Chamomile and Saba Traditional panty liners that we are selling exclusively in the Wal-mart Bodega Aurrera stores.
“The package sizes were developed based on insights from savvy customers who would like to see a more economical and feminine way to purchase their products,” said Adela Chernovetzky, SCA Brand associate for Saba. “New Saba liner bags have a higher quality look and feel, as well as more feminine packaging and individually wrapped liners to support greater hygiene.”
A new twist to in-store selling
Saba’s smart marketing extended beyond the new pack count to an innovative approach on how to sell products in store. Of course the new small pack Saba panty liners can be found in the feminine care aisle of the store. But the Saba team went one step further and created compact and eye-catching display units designed to fit near the women’s underwear and bathing suit areas of the Bodega Aurrera stores as well, to capture purchase interest when women are buying the clothing items associated with use of the liners.
“Being closer to our consumers is what we need to really understand what they want; this is why is very important for us to be in every space we could according with our brand strategy,” commented Adela.
By making smaller pack counts available to our customers, Saba now has a more complete portfolio and is able to compete directly with the top two brands for panty liners in the country. By getting product placement in new parts of the store, we are expanding our selling opportunities beyond that of our competitors.
“Overall these new approaches will help SCA to achieve better profitability for the Saba brand in Mexico.” said Alberto Cajiga, VP of Marketing for Personal Care in Mexico.
Source SCA Americas inside More information Adela Chernovetzky ()