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Case: Bottom of the Pyramid

In: Business and Management

Submitted By croadcap3
Words 572
Pages 3
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 to the “aspirational poor.” These guidelines need to be company or product specific at this time. In fact, think of the final guideline as a checklist – a series of questions that a company could use as a start in evaluating the potential of a specific BOP market segment for one of its products.
a. What are BOP market’s needs?
b. What does the BOP market lack in terms of services and/or goods?
c. Where is the BOP area?
i. Rural versus urban
d. What are the various forms of transportation in the BOP area?
i. What is the infrastructure like in the area and is it reliable/safe?
e. What are the BOP’s cultural values and what is of importance to them?
i. What do people in these communities do for fun?
f. What are the health concerns in the BOP market?
i. How can our product benefit the area and environment?
g. What forms of entertainment does the BOP area have?
i. What types of technology are present? ii. What is readily available? iii. What is affordable?
h. What type of income do families have in the BOP area?
i. What are their jobs? ii. Would they be able to afford our products? iii. How many members in the family do they have to provide for?
i. How frequently are families in the BOP area shopping/going to the store?
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...

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