Deconstructing the OBPPC Framework OBPPC is not a single tactic, but a holistic way of thinking about go-to-market strategy. Let's break down each component: 1. Occasion (The "When" and "Why") This refers to the specific situation or context in which a consumer uses a product. The same consumer has different needs, willingness to pay, and desired pack sizes depending on the occasion. Example: Everyday Lunch: A single-serve yogurt pot for a workday lunch. Family Dinner: A large, 1kg tub of yogurt for a family meal. On-the-Go Snack: A yogurt drink that can be consumed without a spoon during a commute. Special Celebration: A premium-branded yogurt with luxury packaging for a dessert. 2. Brand (The "Who" and "What") This lever defines the brand's role and portfolio. Different brands (or sub-brands) within a company's portfolio can target different occasions, consumer segments, and price points. Example: A beverage company might have: A Value Brand: For everyday hydration at the lowest price. A Mainstream Brand: For common consumption occasions, competitively priced. A Premium Brand: For special occasions, with unique ingredients and a higher price point. 3. Pack (The "How Much" and "What Form") The packaging format and size are crucial for fulfilling the occasion. The right pack can make a product convenient, affordable, or premium. Example for Coffee: Pack for Stock-Up: A large 1kg bag sold in hypermarkets. Pack for Convenience: Single-serve coffee pods for daily use. Pack for Gifting: A beautifully boxed set of limited-edition blends. 4. Price (The "How Much It Costs") Price is the outcome of the previous three levers. It is determined by the value a product delivers for a specific Occasion, under a certain Brand, in a particular Pack. The goal is to find the optimal price point that consumers are willing to pay for that specific combination. Example: A 500ml soda: Priced at $0.80 in a Grocery Store (stock-up occasion). Priced at $2.50 in a Gas Station (immediate, on-the-go occasion). Priced at $4.00 in a Cinema (leisure, treat occasion). 5. Channel (The "Where") The place of purchase significantly influences all other factors. Consumer expectations and behaviors differ vastly across channels. Example Channels: Hypermarkets/Supermarkets: For large packs, stock-up occasions, and competitive prices. Convenience Stores: For immediate needs, single-serve packs, and convenience-oriented brands. E-commerce: For subscription models, bulk buys, and direct-to-consumer premium brands. Specialty Stores: For premium brands, unique packs, and expert advice. How OBPPC Works in Practice: A Coffee Example Imagine a company that sells coffee. Instead of just offering one brand and size, it uses OBPPC: The Key Benefits of Implementing OBPPC Volume-Led Growth: By catering to more occasions and channels, you naturally expand your market reach and sales potential. Maximized Revenue: You can charge a premium for convenience, specialty, or premium offerings without alienating price-sensitive shoppers. Reduced Internal Cannibalization: Clearly defining the role of each product prevents your own items from competing against each other. Enhanced Consumer Relevance: You meet the consumer where they are, with what they need, increasing brand loyalty and satisfaction. Conclusion: OBPPC as a Mindset OBPPC is more than an acronym; it's a strategic mindset that acknowledges the complexity of modern consumer behavior. By systematically analyzing and designing strategies around Occasion, Brand, Pack, Price, and Channel, businesses can escape the trap of competing solely on price. Instead, they can create a diversified, resilient portfolio that drives sustainable, volume-led growth by delivering the right product, at the right price, in the right place, for the right moment.