How they do it: With both its food and non-food offerings, Aldi tries to be price leader, offering the lowest prices for both basic (own brand) products as well as known brands.
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How they do it: IKEA’s products are competitively priced and have a high degree of standardization. This allows also customers with a lower purchasing power to buy at IKEA. In every category there is a budget option as well.
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How they do it: In the 1990s, the company introduced Wheel, a laundry detergent specifically developed for the Indian market, containing a lower oil-to-water ratio to make it suitable to hand wash textiles in rivers, as is frequently the custom in India. The product was distributed through local corner shops as well as door-to-door sales representatives .
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How they do it: In the aftermath of the 2008 financial crisis, Walmart introduced banking services, targetting the poor. It provided services to un-banked customers, for instance in form of prepaid credit cards.
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How they do it: H&M offers all its products at really low prices. This also includes e.g. formal and business wear, allowing to target a large group of customers with a low purchasing power for clothing.
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