Marketing Strategies at the Bottom of the Pyramid: Examples From Nestlé, Danone, and Procter & Gamble

Marielle Audrey Payaud ()
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Marielle Audrey Payaud: MAGELLAN - Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon

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Abstract: The bottom of the pyramid (BoP) refers to markets that serve some of the poorest individuals on the planet. Many multinational corporations contend that they are implementing BoP marketing strategies while selling products targeted to the very poor in developing countries. There are significant differences across marketing strategies directed at BoP consumers, from merely adapting an existing product to the development of an innovative product strategy integrating explicit fair and inclusive growth at the local community level. It is possible to distinguish mere international marketing strategies from genuine BoP strategies, as an analysis of three case studies shows: Nestlé operations in the Central and West African region, and Danone and Procter & Gamble operations in Egypt. Studying the characteristics of the diverse marketing strategies that these firms target to BoP consumers leads to a classification of five types of BoP marketing strategies. The tool presented here will help management understand what a genuine BoP marketing strategy should be and how to improve current marketing practices to include BoP corporate social responsibility principles. ©2014 Wiley Periodicals, Inc.

Keywords: Bottom of the pyramid; base of the pyramid; BoP strategies; BoP marketing; Nestlé; Danone; Procter & Gamble (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (3)

Published in Global Business and Organizational Excellence, 2014, pp.51-63

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00932812

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