Posts Tagged 'GETrim'

GETrim needs a strategy

I’m sure many of you around Bangalore (especially the health freaks) might have seen a drink mix called GETrim, from a company called Satva adorning the shelves of major retail outlets. I’ve seen it around for more than a year and a half now and well don’t see it flying off the shelves at the outlets that I frequent (and over the past one year I’ve tried more than 10 of them already and that’s fodder for another story altogether). So, what’s wrong one may ask?

I’d like to start with what is right first – it is a health drink mix, crisply promises that one can lose 4Kg in a month and is very elegantly packaged (one ends up taking notice). So far, so good. However, it is priced at Rs. 600 per tin (that promises 20 meals), well Rs. 30/meal – not bad, but having to cough it up all at once without getting to try the product for at least one or two meals seems too much and that is the not so right bit of it. Maybe, they need to learn a lesson from the 50p Shampoo sachet in India that helped break the mental barrier of large shampoo bottle purchases in India.

I’m not arguing that people don’t buy costly stuff to eat, they do – take Olive Oil, Nutella, Corn Flakes and not to mention Frozen Desserts etc. But the initial hiccup is the first step to justify trying something and a price more than Rs. 200 for a large pack and more than Rs. 10 for a small one is beyond it. It could well be that they want to keep it high-priced and ensure it does not fly off the shelf – you know create some kind of exclusivity of sorts. Then, they have got their retail distribution chain wrongly mapped out for sure.

What do you think?

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