Why companies launch Super Saver Packs?

Each company in business of marketing and selling products is always focused on increasing the sale of its products, and services.

Now there are two easy ways to sell more.

The first way involves selling to new customers i.e. those people who do not yet buy company products.

And the other way to increase sales is to sell more to its existing customers.

Now the existing customers can be sold more only through cross selling i. e selling different products to same customer or

the other way to sell more to same customers is through up selling i.e by selling more of the same product or expensive pack-size of the same product to the customers.

To up sell i.e more quantity of the same product the companies create Super Saver Packs.

That is the whole logic behind this super saver pack strategy of companies to make customer buy more than they need. In sales parlance it is, also one of UP SELLING tactics.

Up selling was recreated by marketers in the guise of super saver packs.

Come to think of it, customers are made to buy super saver packs by marketers assuring customers that they are saving on money by buying super saver packs.

Super Saver packs were created by marketers with sole objective of blocking or hindering entry of competitor products in customers' hands.

Marketers have following objectives behind super saver packs strategy :

Selling More of Same product to customers ==>More Sales at same sales and distribution cost ==> More market share ==> More Profit

Buy buying or opting for super saver packs the customers end up buying more than their actual requirement. By this single stroke the companies success in getting more wallet share of customers.

Blocking Competition from Capturing Customers

Selling More of Same product to customers ==>More Sales at same sales and distribution cost ==> More market share ==> Less market share for customers

Having bought more than their average requirements customers buy less of that product which means that customer has less chances of buying competitor's products.

For example if a customer consumes two kg of washing powder in a month.

If this customer is made to buy a super saver saver pack of ten kg then the customer is unlikely to buy washing powder for another four five months.

This purchase decision of customer means that the customer is locked into usage of that brand of washing powder.

                                        Image: flipkart

Binding Customer to Product Usage

Now it is a human tendency that we always form habits around activities or things which give us satisfaction and comfort. We, as humans do not like to experiment much and want to live predictable lives.

With customer using a particular brand of washing powder for five months it is very likely that the customer will become comfortable around using that brand until and unless the product's performance is very bad.

If the product quality is good then the customer will think twice before switching to a competitor brand.

Lo you have a fairly committed, if not loyal customer for your brand or product.

I always say customers are but a speck in the universe for marketers.

Mritunjaya Malhan

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