Marketing to the Bottom of the Pyramid Case Study

I’m working on a international trade question and need guidance to help me learn.

1. As a junior member of your company’s committee to explore new markets, you have received a memo from the chairperson telling you to be prepared at the next meeting to discuss key questions that need to be addressed if the company decides to look further into the possibility af marketing to the BOP segment. The ultimate goal of this meeting will be to establish a set of general guidelines to use in developing a market strategy for any one of the company’s products to be marketed to the “aspirational poor.” These guidelines need not be company or product specific at this time. In fact, think of the final guideline as a checklist – a series of questions that a company could use as a start in evaluating the potential of a specific BOP market segment for one of its products.

1. Who is are target audience/ or who are we marketing to specifically?

2. Where will we sell our product or service? Will our customers have access to the market/store in which the product/service is being sold?

3. How will we create and market a product that is both reliable and affordable?

4. Will a payment plan be available?

5. Will we enable those in the BOP community to sell our product throughout that community in the attempt to aid in their attempt to make money for themselves?

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