Marketing to Bottom of Pyramid

Case Study Assignment

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Marketing to the Bottom of the Pyramid

Case Study: Bottom Of The Pyramid

1) Firstly, firms have to understand that the BOP market is living in a vastly different environment from the urban countries hence they have to cooperate with the local government to reach out to this segment. Marketing to the BOP market require major considerations on the type of product to be marketed, technology availability, distribution channels, mode of transport and infrastructure as well as the purchasing power and need of the people. We will thus look into the 4P’s to determine a checklist for firms to look into before venturing into the BOP market.

Product

Firms have to tailor its product mix to their needs and repackage the product in smaller portions to make it affordable for them. Also, firms should not eliminate the fact that the BOP market requires technologically advanced products as these products (e.g. cell phones) could help to improve their living conditions.

1) What are the BOP segment’s product needs?

2) What do the BOP segment lack in their respective countries?

3) What are the special functions in the product that is catered to the BOP market?

4) How are the products packaged?

5) Is the product reliant on technology and do the BOP segment have access to the relevant technology required?

6) What are the prior knowledge and uses do they understand about the product?

Price

Because of their purchasing power of less than US$2 per day, it makes it difficult for the BOP segment to purchase products in mass volume. Hence, there is a need for marketers to keep the functions similar but lower the price to keep it affordable. This can be achieved by allowing them to pay by installments.

1) How low are prices kept to appeal to the BOP segment?

2) Are there schemes available for them to pay by installments?

Place

Mode of transport can be a problem...