Annie Kim 1. As a junior member of your company’s committee to explore new markets, you have received a memo from the chairperson telling you to be prepared at the next meeting to discuss key questions that need to be addressed if the company decides to look further into the possibility of marketing to the BOP segment. The ultimate goal of this meeting will be to establish a set of general guidelines to use in developing a market strategy for any one of the company’s products to be marketed
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Mini-Case 3: Marketing to the Bottom of the Pyramid 1. Establish a set of guidelines a. How will the company emphasize the value of their product? i. Low-income consumers have less discretion when it comes to what they can spend their funds on so it is important to promote a product by emphasizing its long term value and cost savings compared to a competitor’s product. b. What are the best media avenues for reaching low-income consumers? ii. Many low-income
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Innovating for the bottom of the pyramid 1. Why are companies such as Siemens, GE and Procter and Gamble targeting the “bottom of the pyramid”? These companies are targeting the bottom of the pyramid because this segment represents two-thirds of the world’s population (4 billion people). However, those people live on less than $2 per day and 1.5 billion people have no access to electricity. Companies such as the ones mentioned above have found out that this situation has provided an opportunity
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The Fortune at the of the SECURITY AND S T R AT E GY Bottom Pyramid by C.K. Prahalad and Stuart L. Hart content strategy & competition Low-income markets present a prodigious opportunity for the world’s wealthiest companies — to seek their fortunes and bring prosperity to the aspiring poor. 1 With the end of the Cold War, the former Soviet Union and its allies, as well as China, India, and Latin America, opened their closed markets to foreign investment in a cascading fashion
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_______________________________ : Bottom of the Pyramid INTRODUCTION: Global poverty exists today at a startling scale; while the exact numbers are debated, some estimate that four billion people worldwide live on less than two dollars a day.1 According to C.K. Prahalad and Stuart Hart, both Aspen Institute Faculty Pioneer Award recipients, companies should not ignore these traditionally overlooked people, collectively dubbed the “Bottom of the Pyramid,” because of their considerable combined
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the bottom of pyramid Procter & Gamble Company The Fortune at the bottom of pyramid Procter & Gamble Company According to Pervez, Maritz and Waal (2013), recently when poverty continues to be one of the global key issues and also one of the biggest challenges facing the society at large, the solutions to alleviate the continuing economic misery have become increasingly popular. The release of new theory called “Bottom of the Pyramid”, which is also known as “base of the pyramid”, by
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a product. To complete the product, the firm has to invest significant money. They will love their new product to consumers based on its new features and buy the product that the company will make the investment. It is also known as the triple bottom line (the customer, the environment and the benefits of Corporate) - this way, business analysts have to keep in mind about Basics of Marketing Marketing is a central building. Marketing and its elements are what every trader should have a clear
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BOP Invention There are many people in the world today who fall in the bottom of the pyramid. The bottom of the pyramid refers to people who we today consider them as “poor people.” About 2.6 billion people don’t have access to sanitation. About 2.5 billion live on $2.50 per day. What would you buy from an income of $2.50 per day? If I lived on an income with only $2.50, I have no idea what I would buy with that because in today’s economy, that amount of money is nothing. I’ve been thinking
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| To Study the Effect of CEllphones on the BottOm of the income PyraMID of INdia | Group-8Section-A | | 11/17/2012 | Empirical analysis of the socio economic appreciation brought by mobile phones at the bottom of the pyramid | | Contents S/No | Title | Page No. | | | | 1 | Abstract | 3 | 2 | Introduction | 3-7 | 3 | Research Methodology | 8-9 | 4 | Limitations and Assumptions | 9 | 5 | Conclusion | 9-10 | 6 | References/Bibliographhy | 10 | | | |
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the bottom of the pyramid living on less than $2 a day. “Traditionally the poor have not been considered an important market segment. The poor can’t afford most products; they will not accept new technologies; and except for the most basic products, they have little or no use for most products sold to higher income market segments – these are some of the assumptions that have, until recently, caused most multinational firms to pay little or no attention to those at the bottom of the pyramid.”
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