The launch of a local spice brand: Fortune at the Bottom of the Pyramid

Faheem Bukhari, Saima Hussain, Muhammad Zaki Rashidi and Sara Khurram

Asian Journal of Management Cases, 2024, vol. 21, issue 2, 183-192

Abstract: Marketing mix strategy plays an important role and serves as a road map for achieving organizational and marketing objectives. An effective marketing mix in the food brand segment strengthens the product’s image, recognition, perception and market share by offering superior value to its customers. The purpose of this case study was to review the marketing mix strategy of a local spice brand with a focus on the bottom of the pyramid (BOP) customers. The case revolved around many questions, encompassing several aspects related to brand marketing, marketing mix strategies, communication and brand distribution, and the company’s core values and vision and its alignment with the mission. The data for this case study were acquired from secondary sources. The information set highlighted the marketing mix and raised questions regarding the underlined challenges faced by the brand for penetrating and maintaining its presence in the market.

Keywords: Bottom of the pyramid; consumer behaviour; marketing strategy (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:anjomc:v:21:y:2024:i:2:p:183-192

DOI: 10.1177/09728201211043168

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