IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00932812.html
   My bibliography  Save this paper

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

Author

Listed:
  • Marielle Audrey Payaud

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

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.

Suggested Citation

  • Marielle Audrey Payaud, 2014. "Marketing Strategies at the Bottom of the Pyramid: Examples From Nestlé, Danone, and Procter & Gamble," Post-Print halshs-00932812, HAL.
    • Handle: RePEc:hal:journl:halshs-00932812
    DOI: 10.1002
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Spencer Henson & Jessica Agnew, 2021. "Are market‐based solutions a viable strategy for addressing micronutrient deficiency? Lessons from case studies in sub‐Saharan Africa and South Asia," Development Policy Review, Overseas Development Institute, vol. 39(2), pages 233-249, March.
    2. Adeleke. O. Banwo & Bola Momoh, 2022. "The Contextual Dimensions of Informal Economy and Entrepreneurship," Management & Economics Research Journal, Faculty of Economics, Commercial and Management Sciences, Ziane Achour University of Djelfa, vol. 4(2), pages 63-82, September.
    3. Mizan Rahman & Sunny Bose & Mujahid Mohiuddin Babu & Bidit Lal Dey & Sanjit Kumar Roy & Ben Binsardi, 2019. "Value Co-Creation as a Dialectical Process: Study in Bangladesh and Indian Province of West Bengal," Information Systems Frontiers, Springer, vol. 21(3), pages 527-545, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00932812. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.