StudentShare solutions
Got a tricky question? Receive an answer from students like you! Try us!

Case Study example - Marketing to the Bottom of the pyramid

Only on StudentShare
High school
Case Study
Pages 7 (1757 words)
This paper aims to discuss the marketing strategy to the bottom of the pyramid. Thinking about the “bottom of the pyramid” can lead us to create an impossibly low-cost yet a high-quality new and robust business model…

Extract of sample

Prahalad (27-35) had coined the term BOP, referring to a population which is largely ignored by the private sector in terms of providing services. As such, the author had identified the market as prospective and it had become the next segment of increased attractiveness for firms. The author highlighted the huge size of the market in terms of its population cover and its elevated purchasing power and thus, many companies identified a prospective opportunity to serve this market and become profitable.
Different market segments require different approaches and so does the BOP market as it is a largely unexplored area. Consumers in this category are becoming demanding and sophisticated. Thus, the management has to understand that although producing low cost product is a significant factor which is essential for marketing in this segment, it is not the only expectation that consumers have (Barki and Parente 11–23).
Market development approach
The primary task that the company needs to initiate is converting of the BOP consumers from unorganized and inefficient to just the opposite. This is a crucial strategy as it will help the company to elate the benefits for the market if the company is allowed to do business with them. The primary requirement is for the consumers and the company to be on the same pathway. Both the consumers and the company need to have a common belief in order to completely align their requirements and objectives. ...
Download paper
Not exactly what you need?

Related papers

Marketing McDonald's in India
Ltd. Ever since its launch; there has been significant amount of internal and external threats that have been faced by the brand on a regular basis. The SWOT Analysis Strengths: The brand McDonalds presents the American culture in the customized Indian menus, which is a huge take home for Indian consumers. The big and established brand name of McDonald’s has become a part of the lifestyle of…
20 pages (5020 words)
Signifcance of the marketing mix in the creation of positive cognitive, affective and behavioural response to the Brand of Zara
. 8 Figure II – Sample of Zara’s Online Advertisement and Catalogue . 9 Figure III – Samples of Zara’s Store Outlet . 13 Figure IV – Photo of Women Going In and Out of Zara’s Store . 14 Figure V – Sample of Sara’s Interior Design . 15 Appendix I – Summary of Zara’s Store Outlets Worldwide . 19 References…
12 pages (3012 words)
Samsung's Marketing Strategy
How pricing improves sale of Samsung products How location improves sale of Samsung products V. Findings from the market research The importance of Samsung Mobile clinics in attracting its customers The use of simple and attractive Android operating system The valid warranties that saves customers from excessive spending VI. Recommendations Samsung to constantly unveil new products to suit market…
5 pages (1255 words)
Low Self Esteem and Luxury Marketing (Apple’s iPhone as a Luxury Product)
Brands like Louis Vuitton, Cartier, and Gucci have started investing in their marketing campaigns. While old brands continue to lead the market, new luxury brands have also emerged. One such luxury product includes Apple’s iPhone. …
35 pages (8785 words)
The application of consumer behaviour theory in the practice of Marketing
Consumer behaviour is an effective approach to analyse the decision making process of consumers individually and in groups. This concept gives particular focus to individual consumer characteristics including demographics and behavioural variables in order to identify consumers’ needs. This paper will discuss the application of consumer behaviour theories in the practice of marketing. For this…
8 pages (2008 words)
the marketing strategies of louis vuitton
In addition, the motivation of its employees can be considered a marketing strategy of this company because of the fact that these employees provide such great services to the customers that the latter are encouraged to return to the Vuitton stores (Christensen et al 38). The management at Louis Vuitton has created a relaxed environment and it is a fact that most of the time, the managers are…
In addition, the large population in China will provide customers and this will lead to the efficiency of the technology firm. Investing in industrialized countries such as china can lead to formation of allies that can facilitate importation of required raw materials. Structuring the management team Call center management depends on the size of the call center and its structure (NAQC, 2010).…
3 pages (753 words)