Bottom Of The Pyramid Marketing

BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing practice coming from top BOP marketing scholars.

The world's most exciting, fastest-growing new market is where you least expect it: at the bottom of the pyramid. Collectively, the world's billions of poor people have immense untapped buying power. They represent an enormous opportunity for companies who learn how to serve them. Not only can it be done, it is being done--very profitably. What's more, companies aren't just making money: by serving these markets, they're helping millions of the world's poorest people escape poverty. C.K. Prahalad's global bestseller "The Fortune at the Bottom of the Pyramid," now available in paperback, " "shows why you can't afford to ignore "Bottom of the Pyramid" (BOP) markets. Now available in paperback, it offers a blueprint for driving the radical innovation you'll need to profit in emerging markets--and using those innovations to become more competitive "everywhere." This new paperback edition includes eleven concise, fast-paced success stories from India, Peru, Mexico, Brazil, and Venezuela--ranging from salt to soap, banking to cellphones, healthcare to housing. These stories are backed by more detailed case studies and 10 hours of digital videos on whartonsp.com. Simply put, this book is about making a revolution: building profitable "bottom of the pyramid" markets, reducing poverty, and creating an inclusive capitalism that works for "everyone." Preface xi About the Author xix Part I: The Fortune at the Bottom of the Pyramid 1 Chapter 1: The Market at the Bottom of the Pyramid 3 Chapter 2: Products and Services for the BOP 23 Chapter 3: BOP: A Global Opportunity? 47 Chapter 4: The Ecosystem for Wealth Creation 63 Chapter 5: Reducing Corruption: Transaction Governance Capacity 77 Chapter 6: Development as Social Transformation 99 Part II: Business Success Stories from the Bottom of the Pyramid 113 Financing the Poor 115 Aravind Eye Care-The Most Precious Gift 131 Energy for Everyone 137 Agricultural Advances for the Poor-The EID Parry Story 149 Retail for the Poor 159 Information Technology to the Poor 169 The Jaipur Foot Story 187 Health Alerts for All 191 Transparent Government 201 The Annapurna Salt Story 213 Homes for the Poor-The CEMEX Story 221 From Hand to Mouth-The HHL Soap Story 235 Part III: On the Web at Whartonsp.com Video Success Stories Casas Bahia CEMEX Annapurna Salt Hindustan Lever Jaipur Foot Aravind Eye Care ICICI Bank ITC e-Choupal EID Parry Voxiva E+Co/Tecnosol Andhra Pradesh Full Success Case Stories in pdf format The Market at the Bottom of the Pyramid Known Problems and Known Solutions: What Is the Missing Link? Known Problems and Unique Solutions Known Problems and Systemwide Reform Scaling Innovations Creating Enabling Conditions for the Development of the Private Sector The EID Parry Story Biographies of the Researchers/Writers of the Success Case Stories from "The Fortune at the Bottom of the Pyramid" 247 About the Video Success Stories 255 Index 257

The Innovation and Sustainability in Base of the Pyramid Markets series comprises four volumes, covering theoretical perspectives, themes, and various aspects of interest across four key geographical regions where Base of the Pyramid (BOP) markets are located – Latin America, Asia, Africa, and affluent countries. This book focuses on the BOP markets in Asia, and in particular the challenge of how to address the needs of deprived population groups in a sustainable manner. Base of the Pyramid Markets in Asia deals with, amongst other topics, the innovation and innovativeness that is necessary to better the life of resource-poor population groups. The book covers various themes and aspects of BOP markets in Asia and their embeddedness in socio-cultural settings, and adopts a variety of theoretical angles for analysing the phenomena. Thus, this book aims at furthering our understanding of BOP markets in Asia and at deriving valuable recommendations for managers and policy makers. BOP markets face unique challenges and private sector actors alone cannot ensure sustainable value creation activities. Multidimensional elements and factors are needed to alleviate poverty and create economic development aligned with principles of sustainable development. Therefore, the book comprises critical and empirical studies as well as conceptual papers on the challenges linked to BOP markets in Asian countries. This book is recommended reading for managers and policy makers, as well as students and academics interested in Base of the Pyramid markets.

3 extraordinary books show how to build “bottom of the pyramid” businesses that are sustainable, scalable, and profitable! Three remarkable books help you overcome the pitfalls of “bottom of the pyramid” business, learn from the pioneers’ successes and failures, and build “BoP” businesses that are sustainable, scalable, and consistently profitable! In Entrepreneurial Solutions for Prosperity in BoP Markets: Strategies for Business and Economic Transformation, Eric Kacou shows how to escape the “survival trap” that keeps many BoP businesses small, inefficient, and unprofitable. Drawing on his unique on-the-ground experience in Africa’s most challenging business environments, Kacou identifies new business models, operational techniques, and leadership approaches that can help BoP businesses grow rapidly and successfully. In Next Generation Business Strategies for the Base of the Pyramid: New Approaches for Building Mutual Value, Ted London and Stuart L. Hart share proven, “on-the-ground” insights for building “Base of the Pyramid” businesses that really are sustainable and green, really will help alleviate social ills, and really can scale. Finally, in Capitalism at the Crossroads: Next Generation Business Strategies for a Post-Crisis World, Third Edition, Hart offers an up-to-the-minute primer on sustainable business for today’s executives, practical insights into what’s working and what isn’t, and expert insights for crafting and executing your company’s optimal sustainability strategy. From world-renowned leaders in successful bottom-of-the-pyramid business innovation, including Ted London, Stuart L. Hart, and Eric Kacou.

BOP marketing practices are new and still evolving, despite the ground-level challenges, and several failures. This edited book extends the knowledge on bottom of pyramid (BOP) through contributions by leading scholars in this domain, and embodies the knowledge that would be useful for marketing practice coming from top BOP marketing scholars.

The Frugal Innovation and Bottom of the Pyramid Markets series comprises four volumes, covering theoretical perspectives, themes and various aspects of interest across four key geographical regions where BOP markets are located - South America, Asia, Africa and more engineered countries. BOP always addresses the poorest people or socioeconomic order or groups within a country, society, region or continent, thus, this series contributes a profound understanding of BOP markets across the most important geographical areas around the world and presents valuable insights on how the private sector can work together with other stakeholders to develop and operationalize economically viable business models in BOP markets, all the while contributing to sustainable development. Private actors such as multinationals, SMEs and entrepreneurs have a critical role to play in achieving the Sustainable Development Goals agenda as laid down by United Nations in September 2015. Yet, BOP markets face unique challenges and the private sector alone cannot orchestrate sustainable value creation activities. Each volume presents several theoretical strands that highlight the diverse approaches and solutions to developing BOP markets further. Frugal, reverse and inclusive innovations can foster (sustainable) development and provide new business models and value streams that other countries can also benefit from. A variety of stylistic elements, such as research work, interviews and roundtable discussions, offer a wide and vivid impression of ongoing challenges and fruitful solutions.

This book focuses on the Base of the Pyramid (BOP) in Latin America and examines the role of the markets in serving low-income populations as consumers, distributors, and entrepreneurs. Deep inequalities, violence, and urbanisation characterise the region. Despite the reduction of poverty observed during the first two decades of the 21st century, Latin America is the most unequal region in the world. Outside active war zones, the region has the highest homicide rate in the world and violence and inequality are both deeply intertwined. Markets have a crucial role to play in closing this gap and offering job and income opportunities, especially to unemployed youth, paving the way for safer, more peaceful, and sustainable development. The book also offers a theoretical reflection on the role that community enterprises who manage common-pool resources can play in serving markets and creating income opportunities for the rural poor. The book is recommended for managers, policy makers, students, and scholars interested in Base of the Pyramid markets and their potential to lift people out of poverty and to promote a more equal society.

Research Paper (postgraduate) from the year 2015 in the subject Business economics - Business Management, Corporate Governance, grade: B-, University of Bedfordshire, language: English, abstract: This theory into project report is written on the topic of "Marketing Products or Services to the Bottom of Pyramid (BOP) Consumers". Main aim of this report is to explore that to how much extent different MNCs have managed to target BOP consumers with their pursued marketing strategies. It has been intended that the concept of BOP has been defined numerous times by different authors. It has been observed that this untapped market has managed to grab the attention of various MNCs across the globe due to its vast opportunities. But the low purchasing power of consumers within this segment has provoked these MNCs to stay away from it. It has been predicted that the sheer size of this market would likely to lead towards profit and product innovation in coming years. Product element of marketing mix framework is all about the development of right product for the target market. Price is a financial element and it used to consider several factors (channel pricing, incentives and discounts) of underlying company. Promotion element is concentrating more on the underlying company’s capability in relation to communicate with its exising and potential consumers. Placement is entirely concerned about all decisions incorporated in getting right product for the target marketplace. Marketing challenge know as acceptability is about an extend to invovled individuals in the compan’s value chain process are willing to distribute, sell or cosume given product or service. Affordability challenge determines a degree to which company’s products or services are affordable to the BOP consumers whereas, awareness is intended on the extent to which consumers are informed about the company’s particular products or services. Last challenge (availability) measures an extend to which BOP consumers would able to buy and use a specified marketing offering.