9d18f9be_es___Deloitte_University_Press__1
[0] Water Sachets & Cool Pacs Voltic [2] Demonstrated Results!Tapping customers’ preference for quality and the finer things (and willingness to pay for it), Voltic overcame products of equal value. [3] • Quality Matters: Launched a marketing campaign that emphasized the product’s quality, and thus commanded a higher price than rival products. Use What You Got & Build• On It: Utilized the roughly 10,000 street hawkers to enable product sales [1] 
Voltic launched Cool Pacs as a premium product, highlighting the water’s quality, targeting low-income consumers. With a slightly higher price, Cool Pacs beat informal rivals, by making itself an aspirational product.27
Generating demand for clean cookstoves in developing countries | Deloitte University Press