Tag Archives: bop marketing

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 , , , , ,

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

Posted in BoP, Bottom of the pyramid/Poverty, Business, Culture & research, Design, Marketing, Mobile platform, pay as you go economy, Strategy | Tagged , , , , , , ,

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

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 , ,

Brand strategy and the bottom of the pyramid

We’ve been considering the relevance of a brand at the bottom of the pyramid or the low income segment of the emerging markets and an interesting observation led to many questions on how branding works in this environment. It has … Continue reading

Posted in BoP, Bottom of the pyramid/Poverty, Business, Culture & research, Marketing, Strategy | Tagged , , , , ,

The most insightful observation on the mobile internet experience for the BoP

This is not to say that these billions of mobile phones do not have the potential to access content from the web – rather, the  traditional browser-based paradigm of internet usage does not cater to them. The idea that the … Continue reading

Posted in BoP, Bottom of the pyramid/Poverty, Culture & research, Design, Mobile platform, pay as you go economy, Strategy | Tagged , , , , , ,