Efficient Base of the Pyramid Marketing and Distribution Strategies
Date
2017
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Abstract
Base of the pyramid (BoP) marketing and distribution strategies aim to tap into a consumer segment with low purchasing power while addressing their unique characteristics and operating within informal markets. This approach offers business opportunities to companies while improving food and nutrition security for BoP consumers. BoP marketing requires reducing product costs and ensuring proximity and convenience for consumers. The 4As approach (Awareness, Acceptability, Availability, Affordability) is tailored to the BoP market's needs. BoP consumers represent a large and important market segment, particularly in the food industry, with significant untapped potential. Successful BoP marketing and distribution strategies rely on a market-driven approach, even though many value chain actors may initially overlook the market opportunity the BoP presents. Pilot projects are often conducted to gather consumer insights, assess market suitability, and develop effective strategies. These pilots involve experimentation, trial, error, and iterative learning to create innovative marketing and distribution approaches. Partnerships with businesses or processors are typically initiated through existing public-private partnerships or proactive initiatives. To reach consumers effectively, BoP pilots explore distribution channels, such as door-to-door selling and micro franchises. The success of a pilot is evaluated based on sales volume, customer reach, and overall profitability. This evaluation informs the scaling or exit strategies for the partnership. Ultimately, BoP's marketing and distribution strategies aim to create sustainable business models that benefit both companies and BoP consumers.
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Keywords
Food security, Partnerships, Value chains