Bring the Class to the Masses

Was researching on new product ideas, and in the meantime was reading "Freakonomics" by Steven Levitt. Stopped reading just after seeing this line, "DuPont had pulled off the feat that every marketer dreams of: It brought class to the masses.

The background: "In 1939, when DuPont introduced nylons, countless American women felt as if a miracle had been performed in their honor. Until then, stockings were made of silk, and silk was delicate, expensive and in ever shorter supply. By 1941, some sixty-four million pairs of nylon stockings had been sold - more stockings than there were adult women in the United States. They were easily affordable, immensely appealing, practically addictive. "


Further research on DuPont's miracle revealed that, "After the II World War ended the, the demand for nylon stockings grew so exponentially that the demand greatly exceeded supply for the next two years. The shortage led to several riots by impatient women who had stood in line for hours for stockings. Newspapers ran stories with headlines such as "Women Risk Life and Limb in Bitter Battle over Nylons." Nylon became far and away the biggest money-maker in the history of the DuPont company.

The basic business lesson to be learnt is that when you can create a product which brings class to the masses, you are going to revolutionize the market dynamics in your favor.

Looking back at some case studies,
The product that overnight revolutionized the Indian consumer market in 2000 was the Softy ice-cream. It based itself on the same idea of bringing the class to the masses. Pre 2000, quality ice-cream was a class product. Priced at Rs.25, it was a luxury for middle class. Students, middle class and lower middle class couldn't afford it as a regular recreation. It was considered a class product.
And then, the Softy happened. It brought the class product of ice-cream to the masses for just Rs.5. The people loved it and embraced it with frenzy. It brought money to everybody involved, from the equipment manufacturers,distributors, raw material suppliers to the mom-n-pop stores. The idea was such an instant hit, that every mom-n-pop store bought an equipment. My dad also wanted to buy one.
An other example, was the shampoo packaging. Pre 1990, shampoo was a class product. It was sold in bottles and they were expensive. Then the sachet packaging revolution happened. It brought the class shampoo to the masses for just Rs.1 It was a huge deal for the aspirer and the deprived class (Household income less than Rs.200000 per annum) who constituted 90% of the population in 1990. (The Bird of Gold: The Rise of India's Consumer Market. May-2007)
The recent case using the same principles are contact lenses. In 1999, contact lenses catered to the elite class. But starting 2000, competition entering the market and technological breakthroughs saw the prices coming down to meet the masses. And the sales just grew exponentially. (Tried getting solid numbers on this, but the report costs $3950.00. You can try one here.)


In the same breath, I would like to point out the other extreme point.
Any product that can bring class to the masses is going to enjoy huge consumer embracing, as long as it provides the core value of the product, which the consumer expects. It could be quality, reliability, service, etc.
Softy ice creams, provided good quality ice-cream, which was its core value devoid of its frills. The shampoo sachets provided the core value of the shampoo.
But a Chinese motorcycle manufacturer did not enjoy the same success. In 2002, they introduced a 100 CC bike for just Rs.20,000. Surely aimed at bringing the class to the masses, but failed miserably as they could not provide the core value which bike owners expect. It did not provide them reliability and after sales service.