Scholars have only recently begun to pay attention to Bottom of the Pyramid (BOP) marketing, and interest is growing on the subject amongst both marketing academics and practitioners. Organizations including HUL, P&G, Godrej, Nestlé and Cavin Kare, amongst many others, have started to seriously market their products and services to poor consumers. However, as both academic and practitioner focus on BOP evolves, it is clear that marketing practitioners lag behind the research output in this area.
Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets is written to provide much needed attention to this new and growing research area. It will fulfill a gap in the market by expanding the current avenues of academic research, as well as providing a key insight into the area which is sure to be the next growth engine for organizations as they begin to think about marketing to poor consumers.
Aimed primarily at marketing practitioners and scholars, this book will prove useful to organizations looking for deeper insights on how they can successfully position their products and services to poor consumers, as well as how they can purchase or source products and services from poor producers.
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Exploring how to sell products and services to the poorest people, marketing and management specialists cover markets and marketing at the bottom of the pyramid: where we are and what we know, the future of research on bottom of the pyramid markets, and lessons for marketers. Their topics include evolving and expanding marketing to address challenges and opportunities in bottom of the pyramid markets: looking back and forward, a qualitative study on the survival strategies of retailers in bottom of the pyramid markets, a conceptual model of pro-poor innovation adoption in the bottom of the pyramid and subsistence marketplaces, bottom of the pyramid marketing: examples from selected Nigerian companies, profitability in rural bottom of the pyramid markets from a business perspective: evidence from Sri Lanka, and exploring the urban bottom of the pyramid market. -- Annotation ©2019 * (protoview.com) *
PART I - Markets and Marketing at BOP: Where We Are and What We
Know Chapter
1. Evolving and Expanding Marketing to Address Challenges and
Opportunities in BoP Markets: Looking Back and Forward; Madhu Viswanathan,
Arun Sreekumar and Roland Gau
Chapter
2. Making Markets Worth the Effort at the Bottom-of-the-Pyramid;
Ronika Chakrabarti and Katy Mason
Chapter
3. A Qualitative Study on the Survival Strategies of Retailers in BoP
Markets; Dev Narayan Sarkar, Kaushik Kundu and Himadri Roy Chaudhuri
Chapter
4. Beyond the BOP: A Look in Alternative Domain; Apoorv Khare
PART II - Future of Research on BOP markets
Chapter
5. Designing Four Solutions for the Low Income Consumer Market:
Toward Developing a Grand Theory: Jaqueline Pels and Jag Sheth
Chapter
6. A Conceptual Model of Pro-poor Innovation Adoption in the BOP and
Subsistence Marketplaces; Ben Lowe, Rajibul Hasan and Saju Valliara Jose
Chapter
7. Reflections From a Periodic Market in Rural India; Satyam and
Rajesh Aithal
PART III: Lessons for Marketers
Chapter
8. Bottom of the Pyramid Marketing: Examples from Select Nigerian
Companies; Ogechi Adeola and Yetunde Anibaba
Chapter
9. Profitability in Rural Bottom of the Pyramid (BOP) Markets from a
Business Perspective: Evidence from Sri Lanka; Wasana Jayawickrama, Kaleel
Rahman, Rajendra Mulye and Tim Fry
Chapter
10. Developing Capabilities and Freedoms at the Base of the Pyramid;
Archana Voola and Ranjit Voola
Chapter
11. Exploring the Urban BOP Market; Sanjeev Swami, Mahima Kaura
Mathur, Ritu Mehta, and Sanjeev Bhatnagar
Ramendra Singh is Associate Professor in the Marketing Group at Indian Institute of Management (IIM) Calcutta, India. His research has been published in reputed international journals such as Journal of Business Research, Marketing Theory, Journal of Business Ethics, and Industrial Marketing Management. He has worked for several years in sales and marketing positions in organizations including, Indian Oil Corporation, Exxon Mobil, SRF Limited and ICICI Bank. He obtained his PhD from IIM Ahmedabad, India, and MBA from XLRI Jamshedpur, India.
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