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58 / 64

Expand total market

New users

New uses

More usage

Penetrate those who might use it but do not e.g.

mobile usage among housewives when they go shopping

Those who have never used it – toothpowder among

hard rural

In another geographical market – use of paan in

western markets

Use product development – email for computer

Increase quantity of consumption e.g. Vicks originally

On nose, later on chest and back

Increase frequency of consumption e.g. Use

Pepsi / Coke as light user to medium and heavy user

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