Case 3-4 Marketing to the Bottom of the Pyramid Central Issues The concept of the Bottom of the Pyramid (BOP) market was originally developed by C.K. Prahalad in “The Fortune at the Bottom of the Pyramid” to highlight a large potential market made up of a large segment of the world’s population that has‚ until recently‚ been an ignored market segment among multinational companies. In an age of increasing global competition and near-saturation for some products in more mature markets‚ this
Premium Marketing
last and basic. Rapid obsolescence is a mistake. 7. Examples:- Volkswagen in Brazil ‚ China ; Suzuki in India Pricing Large volumes‚ and low margins drive profitability. Consumers gauge prices in relation to a local basket of purchases. Example:- South African Breweries in China; Cadbury’s in India 8. Distribution Retail distribution is highly fragmented‚ but nevertheless powerful. Example:- Retail trade in China ; Unilever in India; United Phosphorous Ltd. ‚ India. Communication Persuade consumers
Premium Marketing Advertising Coca-Cola
Summary of the Fortune at the Bottom of the Pyramid We have all heard of the terms of classification such as the upper class‚ middle class‚ and lower class that is used to identify the people of wealth in the world. But just how are we separated into those three groups? The numbers of people in each class and the percent of wealth each control is daunting. The pyramid of global wealth is separated into three sections. Tier one‚ the peak of the pyramid‚ represents 85 percent of the world wealth
Free Poverty Working class Middle class
the existing literature with regards to low income earners or bottom of the pyramid (BOP)‚ barriers to enter the BOP‚ challenges of sustaining business at BOP and success factors for business at BOP. Also it explicates the telecommunication network supporting the business at BOP and the possible synergies through partnerships with business ventures that are typically unaffordable to the BOP. 2.2 Bottom of the Pyramid (Base of the Pyramid) The distribution of wealth and the capacity to generate incomes
Premium Economics Investment Finance
Enterprise at Cornell University’s Johnson School of Management. To succeed in the world’s poorest markets‚ aim for much higher margins and prices than you thought were necessary—or possible. by Erik Simanis ABOVE MightyLight customers in Barmer‚ Rajasthan‚ India 120 Harvard Business Review June 2012 M ost companies trying to do business with the 4 billion people who make up the world’s poor follow a formula long touted by bottom-of-thepyramid experts: Offer products at extremely
Premium Cost Marginal cost Variable cost
11/7/2011 SCHOOL OF PETROLEUM MANAGEMENT South Africa: A Cross Cultural Approach Managing Cross Cultural Issue (MCCI) | ABHIK TUSHAR DAS (EMBA10)‚ NITIRAJ RAJPUT (PGP10)‚ VIRAL NORIYA (PGP10) School of Petroleum Management‚ Pandit Deendayal Petroleum University‚ Gandhinagar‚ Gujarat‚ India. Managing Cross Cultural Issues Contents: 1. Population of the country; its influence in terms of PPP (Purchasing Power Parity) and GDP (Gross Domestic Product) 2. Political turmoil history and
Premium South Africa Africa
National Flag of South Africa Country: South Africa Proportions: 2:3 South African Flag Description: The flag of South Africa consists of two horizontal stripes of equal width - red on the top and blue on the bottom. The red and blue stripes are separated by a green middle stripe which is bordered in white and splits into a horizontal Y. On the left side of the flag there is a black isosceles triangle which is outlined in yellow. South African Flag Meaning: Although the colors have no official
Premium South Africa
South Africa Table of Contents Executive Summary 3 Reason for your selection 5 Country Background 6 Environmental Analysis 9 PESTLE Analysis 9 Political 9 Economic 10 Social 12 Technology 13 Environment 14 Balance of payment 15 Short History 15 Forecast and rationale 16 Trade Balance 19 Trade Agreements 19 History 20 Forecasts and rationale 23 Exchange rate policy 23 Forecasts and rationale 24 Growth rate of the economy 25 Short history
Premium South Africa Foreign exchange market Africa
Danimal Case The case focuses on management innovation in the South African dairy industry‚ describing how an innovative new yoghurt product‚ Danimal‚ was created specifically for the market at the base of the pyramid. It explains how management of the product line embodied the various innovation opportunities and challenges presented. The concept was initially introduced in order to assess the feasibility of profitably servicing this market. However‚ the project was not simply about introducing
Premium Marketing Management
. South Africa Alicia Hudson SOC 315 Professor Norsworthy May 6‚ 2013 South Africa South Africa‚ a country on the southern tip of Africa‚ has an area of 471‚442sq mi and a population of 44‚188‚000. It is predominately a black ethnicity with 76% of the population. Although South Africa is Africa ’s most developed country‚ most of the black people - rural and urban - are poor‚ with low standards of living. South Africa has vital natural resources such as diamonds and gold and is rich in
Premium South Africa Poverty Homelessness