marketing for Bottom of pyramid
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The document discusses the bottom of the pyramid (BOP) population, which comprises over 4 billion people living on less than $2 per day across regions globally. It notes that the BOP represents a significant market opportunity for profitable business, contrary to assumptions, as seen in the example of Hindustan Unilever catering to India's BOP market with affordable products through innovative business models. To successfully serve the BOP, the document advocates designing appropriate products and services, creating awareness, and ensuring availability and affordability.
marketing for Bottom of pyramid
- 1. ( Eradication of poverty through profit ) Prepared by- Shivam jain Raghvendra bhadoria Udita madan
- 2. More than $20,000 $ 1500~ $20,000 $ 1500~ $20,000 Less than $1,500 Less than $1,500 Tier 1 Tier2 Tier 3 Tier 4 Tier 5 75~100 million people 1,500~1750 million people 4,000 million people
- 3. o Total population is divided into 5 tiers. o Teir 4& 5 is bop. o Very less purchasing power. o 400 million people in India o billions of people living on less than $2 per day o Unable to fulfil basic needs. o Huge unseen opportunities
- 4. REGION BOP POPULATION (MILLIONS) BOP POPULATION (SHARE OF TOTAL OPULATION BOP INCOME (BILLION $) BOP SHARE OF TOTAL MARKET AFRICA 486 95% 429 70.5% ASIA 2858 83% 3470 41.7% EASTERN EUROPE 254 64% 458 36% LATIN AMERICA 360 70% 509 28.2% GLOBAL 4000 72% 5000
- 5. Only GOVERNMENT and NGO’S will serve the bop . Poor cannot afford our products. Managers in MNCs, public policy makers, suffers from division roles. Huge opportunity is hidden behind bop which will eradicate poverty as well profit for MNC’S.
- 6. Poor cannot be a profitable consumer.. Product is our focus, not functionality. We focus on product and process innovations and not business innovations. We do not see the bottom of the pyramid forcing us to innovate around sustainable development. Bop is illusion . Bop needs can not be profitable, Bop market cannot afford innovation. High cost and very less profit.
- 7. Size Rapid growth Less competitive environment Opportunities for cost-saving Opportunities for innovation
- 8. Cash poor consumers Geographic, economic, and cultural distance Limited product awareness Working with longer time frames
- 9. A philosophy for developing products & services for the BOP - small unit packages - low margin per unit - high volume - high return on capital employed -Optimum quantity
- 10. AWARENESS ACCESS AFFORDABLE AVAILABLILITY
- 11. An illustration of the successful execution of this strategy comes from Hindustan Lever Limited (HLL), a subsidiary of Unilever, widely considered the best managed company in India. Like most MNCs, for over 50 years it catered to the needs of the elite of India- the top of the pyramid. A local firm, Nirma, challenged HLL in its detergent business, by creating a new business system - a new product formulation, new manufacturing process, distribution, packaging, and pricing. HLL like most MNCs, initially dismissed Nirma as a low end producer. As Nirma grew rapidly, HLL realized both its new opportunity as well as its vulnerability. Nirma was attacking, in its detergent business, from the bottom of the pyramid.
- 12. HLL responded with its own offering for this market - drastically altering the traditional HLL business model. HLL created a new product formulation which dramatically reduced the ratio of oil to water in the detergent, thereby reducing significantly the pollution associated with washing cloths in rivers and other public water systems. They decentralized the production, marketing, and distribution of the product to take advantage of the abundant labor pool in rural India and quickly penetrate the thousands of small outlets where people at the bottom of the pyramid shop. They reinvented the cost structure of the business, enabling the introduction of the product at a price point affordable to those at the bottom.
- 13. Bottom of the pyramid can not be ignored because it is an huge opportunity . Outdated assumptions are resulting false and peoples can pay for innovation and quality products. Proper product and services should be designed to provide the maximum satisfaction to bop Marketing managers have to create awareness about product and services in these markets. The product should be available and affordable for the people.1 NGO‘S and GOVERNMENT is not only to serve bop and business organizations can also fulfill their needs.