Perspective- Airtel's advertising in Africa May 27, 2012 Niti Bhan
- Why South Africa should not be the entry point to reach Africa's emerging consumer markets May 26, 2012 Niti Bhan
- Lost in transliteration May 26, 2012 Niti Bhan
- Design for the next billion 2012: What's missing? May 23, 2012 Niti Bhan
- Aspiring changes; inspiring futures May 18, 2012 Niti Bhan
Category Archives: BoP
Maximising the value of their investment
Every decision to spend money – with the exception of an impulse buy of sweets or a newspaper when there is some change available – made by those who manage on uncertain incomes at the base of the pyramid could … Continue reading
Posted in Africa, BoP, Bottom of the pyramid/Poverty, Culture & research, Design, India/Asia/China, Marketing, pay as you go economy, Strategy
Tagged bop consumer
Mobile phone ecosystem of services for BoP and rural India
Thinking about the post I’d written last week about the various Indian companies planning to enter the smaller towns and villages of India with Chinese made mobile phones at affordable prices, it struck me that there might be a way … Continue reading
One example of the role of mobiles in creating a market at the BoP
After musing on the role of the mobile phone in market creation at the base of the pyramid, I came across this report on a co-operative in Ghana that signed up 200 farmers with Tradenet, an online agricultural market application … Continue reading
Posted in BoP, Bottom of the pyramid/Poverty, Marketing, Mobile platform, pay as you go economy
Tagged bop, bop marketing, market creation, mobile, mobile internet, social impact
The fortune at the bottom of the pyramid begins with understanding
The challenge for marketers of consumer products and services, or retailers for that matter, is to develop a robust methodology that can continuously anticipate and meet or exceed these rapidly changing consumer expectations relating to products and services (which products … Continue reading
Contemplating the role of the mobile phone in market creation
I just came across this article titled “The Emerging Markets Cell Phone Index” from SeekingAlpha, an investor’s site. Here’s a longish snippet that encapsulates the basic message – track cellphone sales in emerging markets as an indicator of economic performance. … Continue reading
Posted in BoP, Bottom of the pyramid/Poverty, Business, Marketing, Mobile platform, pay as you go economy, Strategy
Tagged bop, market creation, marketing
International Marketing at the Bottom of the Pyramid by Richard Fletcher
Here is the PDF of the paper titled “International Marketing at the Bottom of the Pyramid” by Richard Fletcher of the University of Western Sydney. From the paper’s summation, From this above research into communication, it appears necessary for managers … Continue reading
Posted in BoP, Bottom of the pyramid/Poverty, Culture & research, Marketing, Strategy
Tagged bop marketing
Piggybacking on other distribution systems?
I’ve been ruminating over the challenge of getting a vital product out to those who need it the most in developing countries, the overlooked and the underserved at the base of the pyramid, ever since I read Rob Katz’ post … Continue reading
Posted in BoP, Bottom of the pyramid/Poverty, Business, Marketing, pay as you go economy, Pondering
Tagged 5Ds of BoP marketing, bop marketing, distribution
Design, branding and the challenge of ‘cheap Chinese imports’
Nokia’s successful capture of the mobile phone market in China led me to think about the phenomena of ‘cheap Chinese imports’ and the challenge they pose to established brands that come with warranties, service centers and of course, reputation. Particularly … Continue reading
Posted in BoP, Business, Design, India/Asia/China, Marketing, Mobile platform, pay as you go economy, Strategy
BoP marketing: Do we know whom we’re talking to?
This post has been inspired by reading Rob Katz’s recent post “Market creation at the Base of the Pyramid; it isn’t easy” over at nextbillion.net. I’d been ruminating on pricing strategies and new transaction models designed to suit the challenge … Continue reading
Posted in BoP, Bottom of the pyramid/Poverty, Business, Culture & research, Design, Ethics, Marketing, pay as you go economy, Strategy
Tagged bop, marketing, user research
The essence of poverty is the asymmetry of information
Right after the previous post, I came across this intriguing conversation in Time, The Creative Capitalism Roundtable, between Bill Gates, CK Prahalad and others sharing their thoughts on poverty, the BoP and creative capitalism. Naturally, Prahalad’s thoughts on the cellphone … Continue reading
