Marketing to the Bottom of the Pyramid 2. Marketing to the BOP raises a number of issues revolving around the social responsibility of marketing efforts. Write a position paper either pro or con on one of the following: Question 2a: It is not exploitation for a company to profit from selling soaps, shampoo, personal computers, and ice cream, etc., to people with little disposable income. In the corporate world, there is little or no attention of the multinational companies on marketing the products
Words: 830 - Pages: 4
MARKETING TO THE BOTTOM OF THE PYRAMID 1. Before starting the general guidelines, I would like to explain the concept of BOP segment, this concept was first used by Professor C. K. Prahalad. As we can see in the text, the definition of this term is “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
Words: 365 - Pages: 2
Case Study-Marketing to the bottom of the pyramid 1) Bottom of the pyramid refers to the largest but poorest group that consists of 2.5 billion people who live on less than $2.50 a day. This group of people has relatively different needs as compared to the urban society due to the fact that their living environment is very different from the big urban cities. Culture of the target market the company is heading into should be one factor that the company should look into. The demographics of the
Words: 1012 - Pages: 5
559–569 Contents lists available at ScienceDirect Journal of Business Research Marketing to subsistence consumers: Lessons from practice Kelly L. Weidner a,⁎, José Antonio Rosa b, Madhu Viswanathan c a b c University of Illinois at Chicago, Department of Managerial Studies, 601 S. Morgan Street (MC 243), Chicago, IL 60607, United States University of Wyoming, Department of Management and Marketing, Dept. 3275, 1000 E. University Ave., Laramie, WY 82071, United States University of
Words: 10813 - Pages: 44
Case Study Assignment ------------------------------------------------- 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
Words: 1065 - Pages: 5
Theoretical Background Customer satisfaction is a marketing term that measures how products or services supplied by a company meet or surpass a customer's expectation. Customer satisfaction is important because it provides marketers and business owners with a foundation that they can use to manage and improve their businesses. The concept of customer satisfaction has drawn the attention of practitioners and academics from last several years based on the fact that customers are the primary source
Words: 2525 - Pages: 11
10 Parishes 1. Vicariate of San Sebastian (Cathedral) Vicar Forane: Very Rev. Fr. Felix P. Pasquin ST. SEBASTIAN PARISH (F-1755), Rizal St., 6100 Bacolod City Tel.: 4330240/4330261 Titular: St. Sebastian, January 20 Population: 466,624 Parish Priest: Most Rev. Vicente M. Navarra, DD Rector: Fr. Felix P. Pasquin Parochial Vicars: Fr. Jerryvel A. Celestial, Fr. Arnold P. Deletina, Rev. Fr. Ivan Victor A. Intong ST. THERESE OF THE CHILD JESUS QUASI-PARISH (F-2004), Cameroli, Ro-driguez
Words: 2292 - Pages: 10
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
Words: 503 - Pages: 3
_______________________________ : 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
Words: 3296 - Pages: 14
Sustainability in Marketing Public Relations at the retail level products that were environmentally safe, sustainable commitment to the process of promoting the practice is known as a permanent market. Alternatively, in other words it is a better business, better relationships, and most importantly it is a practice of making a better life. For example, Apple, as well as for the betterment of the world in all its goods uses recyclable products. Plays an important role in the marketing of the firm
Words: 1752 - Pages: 8
