Suresh Venkataraman is a marketer in southern India who wants to launch a new cosmetic brand called Super Shampoo targeted at the rural market. He analyzes factors like the large untapped rural consumer base, and rising incomes. His strategy is to offer shampoo sachets at an affordable Rs. 1 price point through wide distribution networks. He believes the "more for less" strategy along with promotional techniques like word-of-mouth advertising can help make Super Shampoo successful despite a limited budget by targeting the large rural consumer segment of over 101 million households.