Bottom of the Pyramid Marketing

Making, Shaping and Developing BOP Markets

Ramendra Singh

Emerald

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Hardback

9781787145566

03 December 2018

£76.99

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9781787145559

03 December 2018

£76.99

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9781787149748

03 December 2018

£76.99

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About

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.

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

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

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.