Influence of Packaging on Base of the Pyramid consumers with reference to FMCG industry in India Abstract Marketers increasingly face challenges in trying to understand the decision-making processes and behaviours of those consumers located at the Bottom of the Pyramid (BOP). It has been proven that 73% of fast-moving consumer goods (FMCG) purchases are made at the point-of sale‚ and product packaging has been found to play a strategic role in seven of the
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hhhhhh Case- Harrah’s Entertainment Inc. Questions: 1. What are the objectives of the various Data Base marketing programs and are they working? 2. Why is it important to use the “customer worth” in the DBM efforts rather than observed level of play? 3. How does Harrah’s integrate the various elements of its marketing strategy to deliver more than the results of Data Base marketing? 4. What is the sustainability of Harrah’s actions and strategy? 5. What are the privacy and ethical issues
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This points fundamental inconsistency in the emerging markets of MNC’s. This results in low penetration‚ disappointing market shares and poor profitability. The main purpose:-To understand the nature of emerging markets. Examine company responses to the challenges faced in these markets. Example:- Kellogs entered in INDIA in mid 1990’sIts sales was only $10 million in 3 yrs which is less Reason:- Advertisement was not appealing to the masses & Prices were high Revised their strategy – introduced
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BOP in India has evolved greatly manner which reflects both the changes in the development and the exogenous shocks that it went through from time to time. In the long span from 1951-52 few events have made huge impacts on the BOP of India‚ one of them being the BOP crisis of India in the year 1991. Post-independence India had sought a development strategy. India had adopted the inward looking and highly interventionist strategy. Until the 80’s the current account in India was in a surplus and the
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Bottom of Pyramid (BOP) has developed as one of the predominant thoughts in business. In this article “Markets and marketing at the bottom of the pyramid‚” authors Katy Mason‚ Ronika Chakrabarti‚ Ramendra Singh‚ provides in-depth knowledge of Bottom of the Pyramid (BOP) in the special issue by showing various themes in study of BOP and looks to create bits of knowledge into BoP showcases by uniting crafted by researchers who are locked in with and think about making great markets at the BoP. The significance
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Content NO. TOPIC PAGE 1 2 3 4 5 6 7 8 9 BOP-INTRODUCTION BOP - DEFINATION BOP-STRUCTURE REVIEW OF INDIAS BOP COMPONENTS OF STUDY FOR INDIA’S BOP INDIAS BOP SINCE 1991 CONCLUSION FUTURE SCOPE BIBILIOGRAPHY 6 9 10 13 18 21 23 24 25 BALANCE OF PAYMENTS The Balance of Payments accounts have been compiled to show the value of all transactions that take place between residents of Sierra Leone
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CONTENTS 1. Abstracts 2. Objectives of the study 3. Methodology 4. Introduction 5. Analysis of the Marketing strategies 1. Segmentation 2. Targeting 5.3 Positioning 6. Marketing mix 6.1 Product 6.2 Price 6.3 Place 6.4Promotion 6.5 Packaging 6.6 Public relation 6.7 Publicity 6.8 Politics 7. Recommendation 8. Bibliography Abstract
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Fortune at the bottom of the Pyramid: An insight FOR THE MNCs in Bangladesh OBJECTIVE Multinational corporations or MNCs are a major player in the market of Business world. Most of these set their target market from the elite people holding 20 of world’s population grasping 80 percent of its property. According to World Bank estimates‚ three billion of the world’s population of six billion people lives on no more than $2 a day‚ barely meeting their most fundamental needs. The figure grows to
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through the definition of marketing management and its ethical concerns towards Bottom of Pyramid (BOP) group of people. Besides‚ the element of Corporate Social Responsibility (CSR) also included in this introductory paragraphs. Marketing is growing and keep on changing with time and age. To manage marketing‚ one must be knowledgeable and really understand regarding the marketing concept to be applied when doing a particular business. Wikipedia has defined marketing management as a business discipline
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CASE 33 Marketing to the Bottom of the Pyramid Professor C. K. Prahalad’s seminal publication‚ The Fortune at the Bottom of the Pyramid‚ suggests an enormous market at the “bottom of the pyramid” (BOP)—a group of some 4 billion people who subsist on less than $2 a day. By some estimates‚ these “aspirational poor‚” who make up three-fourths of the world’s population‚ represent $14 trillion in purchasing power‚ more than Germany‚ the United Kingdom‚ Italy‚ France‚ and Japan put together. Demographically
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