Branding paradigm for the bottom of the pyramid markets

2009 ◽  
Vol 13 (4) ◽  
pp. 58-68 ◽  
Author(s):  
Rajagopal
Keyword(s):  
Brand Management ◽  
Business Strategies ◽  
Bottom Of The Pyramid ◽  
Brand Positioning ◽  
Market Segments ◽  
Content Type ◽  
Rural Markets ◽  
Global Brands ◽  
Consumer Value ◽  
Bop Markets

PurposeThis paper aims to deliver new models of brand management in bottom‐of‐the‐pyramid (BoP) markets, considering the personality traits, image, technology and reputation of firms associated with the brands.Design/methodology/approachReviewing the previous research studies, the paper advocates new strategies for enhancing the performance of global brands in BoP market segments, improving brand‐positioning approaches, measuring brand performance and consumer value, evaluating brand attributes, and underlining brand dynamics in the competitive marketplace.FindingsThe study argues that the performance of global brands in low‐profile consumer market segments is constrained by high transaction costs and coordination problems along the brand promotions, consumption and consumer value chain. Hence, firms looking towards managing brands in BoP market segments need to reduce brand costs by increasing the volume of sales and augmenting consumer value. Brands of BoP market segments are socially and culturally embedded. They are co‐created by consumers and firms, and positioned with the influence of brand equity of the premium market. Unlike traditional brands, BoP brands may be sufficiently malleable to support brand interpretations in the rural and suburban consumer segments.Research limitations/implicationsAcquired brands need to be merged into the existing structure, especially where these brands occupy market positions similar to those of existing brands. A balance needs to be maintained between the brand name and its equity. Managers should keep themselves better informed about consumer needs, market changes and company initiatives, thereby enabling staff to help consumers to improve service quality, which in turn can improve market positioning.Practical implicationsIn today's rapidly changing product markets, a firm needs to focus on a limited number of strategic brands in international markets in order to consolidate and strengthen its position and enhance brand power. The paper offers new business strategies to managers on brand positioning and targeting in suburban and rural markets with convenience packaging, pricing and psychodynamics.Originality/valueNew initiatives to manage global brands in BoP markets comprising suburban and rural markets that need to be implemented in the existing organizational culture are discussed.

scholarly journals Go local or go global: how local brands promote buying impulsivity

2019 ◽  
Vol 37 (1) ◽  
pp. 1-28 ◽  
Author(s):  
Eline L.E. De Vries ◽  
Bob M. Fennis
Keyword(s):  
Local Food ◽  
Psychological Distance ◽  
Construal Level ◽  
Brand Positioning ◽  
Content Type ◽  
Global Brands ◽  
Mediating Role ◽  
Global Brand ◽  
Positioning Strategy

Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.

Marketing microcredit to bottom of the pyramid market

2016 ◽  
Vol 34 (2) ◽  
pp. 191-215 ◽  
Author(s):  
Charles Jebarajakirthy ◽  
Paramaporn Thaichon
Keyword(s):  
Positive Affect ◽  
Measurement Model ◽  
Bottom Of The Pyramid ◽  
Cross Sectional ◽  
Content Type ◽  
Self Identity ◽  
Credit Access ◽  
Mediating Role ◽  
Post War ◽  
Bop Markets

Purpose – The leading multinational companies tend to expand their marketing activities to bottom of pyramid (BOP) market. The BOP market comprises many segments, however, little is known about the purchase behaviour of BOP market or segments therein. Microcredit provides credit access to customers in BOP market. The purpose of this paper is to investigate youth’s intentions of obtaining microcredit in the post-war era, which could be a segment of BOP market. Design/methodology/approach – The sample comprised 1,250 youth aged 18-27 selected from the Northern Province of Sri Lanka. Surveys were administered for data collection. After testing measurement model, two structural models – full model and non-mediated model (direct effects model) were run to test hypotheses. Findings – Positive affect, subjective norms, entrepreneurial desire and self-identity enhanced intentions of obtaining microcredit, whereas perceived deterrents reduced those intentions. Additionally, self-identity mediated the association between positive affect, entrepreneurial desire, perceived behavioural control and knowledge of microcredit, and intentions of obtaining microcredit. Research limitations/implications – This study was conducted amongst youth in one country. Also, the data were cross-sectional. Hence, the model needs testing with youth and adults in other post-war contexts and with longitudinal data. Practical implications – The findings of this study inform how effectively microcredit can be marketed to youth in post-war contexts and to the other segments of BOP market. Originality/value – A unique purchase behavioural model is suggested with the mediating role of self-identity, to enhance intentions of obtaining microcredit in BOP markets, such as youth in post-war contexts. This study contributes to literature relating to purchase behaviour and self-identity, with particular reference to BOP market.

ICTs in the context of disaster management, stakeholders, and implications

2017 ◽  
Vol 15 (01) ◽  
pp. 32-52 ◽  
Author(s):  
Sreedhar Madhavaram ◽  
Victor Matos ◽  
Ben A. Blake ◽  
Radha Appan
Keyword(s):  
Information And Communication Technologies ◽  
Disaster Management ◽  
Stakeholder Theory ◽  
Text Message ◽  
Bottom Of The Pyramid ◽  
Content Type ◽  
The Usa ◽  
Bop Markets ◽  
Human And Nature

Purpose This paper aims to focus on the role of information and communication technologies (ICTs) in preparation for and management of human and/or nature induced disasters. Design/methodology/approach Drawing from the phenomenal growth of ICTs, initiatives aimed at disaster management, stakeholder theory, prior research and the successful development and implementation of 9-1-1 (emergency telephone service of the USA), this paper explores ICTs in the context of human and/or nature induced disasters. Findings This paper discusses a new ICT for mitigating disaster management, scans, using stakeholder theory, relevant initiatives and prior research to identify the stakeholders relevant for successful preparation for and management of disasters, and draws from the 9-1-1 example to discuss how ICTs can be successfully developed and adopted. Research limitations/implications There are opportunities for researchers to develop ICTs that can make countries, developing and developed, more efficient and effective in their preparation for and management of nature and human induced disasters. In addition, researchers can investigate the role of stakeholders in facilitating the adoption of new ICTs developed for disaster management. Researchers could also help public policy in designing the most efficient and effective programs for the adoption of new ICTs. Practical/implications As an example of new ICTs that can potentially mitigate the effect of disasters, this paper discusses the E711 text-message mobile phone service (named “I am OK”) and provides a description of how this protocol operates and can be implemented. There are tremendous opportunities to develop new ICTs in the context of disaster management. Social/implications This paper argues that ICTs such as E711 can have a major impact on all countries in general and poor and developing nations in particular. Specifically, in the bottom of the pyramid (BOP) markets, developing ICTs for BOP market in the context of managing human and nature induced disasters and ensuring the diffusion of such ICT innovations is both critical and challenging. Originality/value This paper discusses the role and importance of ICTs in disaster management, identifies relevant stakeholders, discusses how ICTs can be diffused and implemented and calls on and hopes to provide an impetus to research on ICTs that can aid in the preparation for and the management of disasters.

Developing a marketing framework for the bottom of the pyramid consumers

2020 ◽  
Vol 17 (3) ◽  
pp. 455-471
Author(s):  
Mahima Mathur ◽  
Ritu Mehta ◽  
Sanjeev Swami
Keyword(s):  
Qualitative Research ◽  
Design Methodology ◽  
Research Approach ◽  
Bottom Of The Pyramid ◽  
Senior Managers ◽  
Content Type ◽  
Successful Business ◽  
Bop Markets ◽  
Depth Interviews ◽  
Practical Implications

PurposeThis paper develops a comprehensive marketing framework that firms could use as a foundation for developing a successful business model that ensures sustainability in BOP markets.Design/methodology/approachThe study employs a qualitative research approach based on semi-structured in-depth interviews with founders or senior managers of Indian firms who have been successfully operating in the Indian BOP market. The data is then systematically coded and categorized with the help of software to get better insights.FindingsThe findings of the paper indicate that although the traditional 4As of marketing are important, they do not explain the success of firms adequately. Based on the findings of the interviews, we propose an 8A model that comprises the original 4As along with adaptability, assistance, action innovation and accelerating scale.Practical implicationsThe proposed 8A framework would be useful for domestic and multi-national firms aiming to make a foray into the Indian BOP market.Originality/valueThe paper contributes to the literature on the BOP market by identifying the factors important for succeeding in the BOP market. It builds on the 4A model to propose 8As marketing framework in the context of BOP markets.

What drives the customer of world's largest market to participate in value co-creation?

2014 ◽  
Vol 32 (4) ◽  
pp. 413-435 ◽  
Author(s):  
Kumkum Bharti ◽  
Rajat Agrawal ◽  
Vinay Sharma
Keyword(s):  
Data Collection ◽  
Rank Correlation ◽  
Strong Relationship ◽  
Customer Participation ◽  
Bottom Of The Pyramid ◽  
Content Type ◽  
The Difference ◽  
Bop Markets ◽  
The Relationship ◽  
Depth Interviews

Purpose – The purpose of this paper is to explore the drivers of customer participation for value co-creation among bottom of the pyramid (BOP) customers. In addition, the difference, if exists, between the perception of customer and marketers belongs to this segment about the drivers of customer participation is also studied. Design/methodology/approach – Qualitative study has been conducted to investigate the drivers of customer participation for value co-creation in BOP market. Data collection are done through in-depth interviews from BOP customers and marketers. Spearman rank correlation is used to find out the relationship between the BOP customers and marketers responses. Findings – The findings enrich understanding of value co-creation in the BOP market by suggesting the various drivers that instigate BOP consumers to participate in value co-creation activities. The study also shows a strong relationship between the customers and marketers perspective on what drives BOP customers to participate in value co-creation. Research limitations/implications – The study is conducted qualitatively hence results cannot be generalized. The sample used for data collection is limited to one state of India. Practical implications – Twenty-seven factors are identified that an organization can leverage or develop to successfully practice value co-creation in the BOP markets. Originality\value – The paper provides a comprehensive view to help organizations manage value co-creation through customer participation in BOP market. According to author's knowledge, no prior study in BOP as well as on value co-creation literature discusses empirically the drivers of customer participation in value co-creation.

Pepsodent: marketing strategy at the bottom of the pyramid

2017 ◽  
Vol 7 (4) ◽  
pp. 1-16
Author(s):  
Gerard Tocquer
Keyword(s):  
Marketing Strategy ◽  
Learning Outcomes ◽  
Brand Equity ◽  
Emerging Market ◽  
Subject Area ◽  
Marketing Mix ◽  
Bottom Of The Pyramid ◽  
Brand Positioning ◽  
Content Type ◽  
Mba Students

Subject area Marketing in an emerging market. Study level/applicability The case is aimed at MBA students in a marketing strategy class on marketing at the bottom of the pyramid or on branding. Case overview A young brand manager faced the challenge to increase drastically a brand market share to 8 per cent in 2015 in a context of a new emerging market with large number of consumers living with no more than US$1.25 a day. Expected learning outcomes Expected learning outcomes are as follows: to familiarize students with emerging markets characteristics; to illustrate the challenges of marketing a brand to local consumers with limited financial resources to craft a marketing strategy for Pepsodent with a clear positioning, allowing the Pepsodent brand to differentiate itself and to leverage its brand equity; and to develop a marketing-mix aligned with the brand positioning. Supplementary Materials Teaching Notes are available for educators only. Please contact your library to gain login details or email [email protected] to request teaching notes. Subject code CSS 8: Marketing.

Assessing the suitability of a single brand of MSMEs in the hospitality sector to boost sustainable development: the case of Mauritius

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Michael Louis Fabien Pompeia
Keyword(s):  
Sustainable Development ◽  
Brand Management ◽  
Small And Medium Enterprises ◽  
Business Strategies ◽  
Group Method ◽  
Content Type ◽  
Face To Face ◽  
Expert Opinions ◽  
Hospitality Sector ◽  
The Government

Purpose The purpose of this paper is to assess the suitability of a single brand for micro, small and medium enterprises (MSMEs) in the hospitality sector to boost sustainable development in Mauritius. Design/methodology/approach The research design focuses on a literature review, face-to-face interviews and focus groups. The focus group method was used to consult 24 MSMEs and to gather their opinions on the value of a single brand for the hospitality sector. Other stakeholders were interviewed via face-to-face unstructured interviews, including at least one representative from the government, intergovernmental agencies and non-governmental organisations (NGOs). Findings The findings demonstrated that MSMEs in the accommodation sector have yet to realize the importance of effective brand management. Currently, they are focusing on short-term business strategies that could jeopardize their survival. Meanwhile, some businesses have noted a change in the profile of tourists and that more of them are looking for an authentic tourism experience. Respondents feel that the process of becoming certified is tedious and for a family business, and time consuming but perhaps necessary in the medium term. The survey also revealed that MSMEs involved in the hospitality sector in Mauritius are turning toward the digitalization of their offering. Respondents felt that this will help them to deliver a better service to the customers and provide a worthy experience. Research limitations/implications The main limitation of this study is the modest sample size. Emphasis was placed on targeting key respondents to provide expert opinions on the topic. Originality/value To the best of the author’s knowledge, this paper is the first study of its kind in Mauritius to analyze the suitability of an existing ecosystem for a single branding approach that integrates with the sustainable development goals in a practical way.

Brand positioning strategies for industrial firms providing customer solutions

2014 ◽  
Vol 29 (3) ◽  
pp. 253-264 ◽  
Author(s):  
Anne Maarit Jalkala ◽  
Joona Keränen
Keyword(s):  
Customer Value ◽  
Brand Management ◽  
Primary Data ◽  
Brand Positioning ◽  
Business Managers ◽  
Structured Interviews ◽  
Industrial Firms ◽  
Content Type ◽  
Multiple Case ◽  
Technology Industries

Purpose – Despite increasing interest in customer solutions, and the importance of brand management in the B2B context, prior research provides little understanding on brand positioning strategies adopted by solution providers. The present study aims to examine the possible brand positioning strategies for industrial firms providing customer solutions. Design/methodology/approach – The empirical part of the present study consists of a multiple case study, involving four industrial firms providing customer solutions. Primary data was gathered by semi-structured interviews from a total of 22 business managers from the case companies. Findings – The present study identifies four possible brand position strategies for industrial firms providing customer solutions: customer value diagnostic, global solution integrator, high quality sub-systems provider, and long-term service partner. The identified strategies highlight the tendency of solution suppliers to position their brands around different capabilities that are needed at different phases of the solution delivery process. Research limitations/implications – The present study was conducted from the industrial supplier's perspective and is context-bound to companies operating in solution-oriented process and information technology industries. Practical implications – Managers need to identify the capabilities that are central to delivering customer value and acquire and/or develop capability configurations that differentiate their brand positioning from competitors. Originality/value – Existing literature on branding lacks understanding about the specific characteristics of building brands in solution-oriented B2B contexts. The present study identifies four brand positioning strategies that illuminate the special characteristics of branding customer solutions.

Not one segment: using global and local BoP characteristics to model country-specific consumer profiles

2019 ◽  
Vol 31 (3) ◽  
pp. 317-336 ◽  
Author(s):  
James Lappeman ◽  
Kristin Ransome ◽  
Zach Louw
Keyword(s):  
South Africa ◽  
Emerging Markets ◽  
Local Level ◽  
Bottom Of The Pyramid ◽  
New Developments ◽  
Content Type ◽  
Segmentation Strategy ◽  
Strategic Direction ◽  
Bop Markets ◽  
Global And Local

Purpose This paper aims to show that a generic bottom-of-the-pyramid (BoP) segmentation strategy does not represent a multi-country BoP consumer profile. A series of multinational entry failures has clearly shown that a one-size-fits-all strategy is inappropriate for emerging markets, especially in Africa. Design/methodology/approach The study analysed literature defining and profiling BoP consumers at both a global and local level using South Africa as a case study. Being Africa’s largest economy, South Africa was an ideal subject. The findings were then independently triangulated with seven experts for validation. Findings The results show that the South African BoP has eight characteristics that align with definitions in global BoP consumer literature. An additional five characteristics were identified that were not general BoP characteristics, and that applied specifically to South Africa. Practical implications The findings add to the growing evidence that BoP markets are complex and heterogeneous, and they make a case to consider each BoP market individually. As there is yet to be a model to define BoP market differences systematically, this study provides a foundation for new developments in BoP segmentation in Africa and in other emerging markets. Originality/value While there is evidence that BoP markets are complex and heterogeneous, there is yet to be a model to begin the process of defining these differences systematically to improve strategic direction for multinational companies and regional decision makers. This study, therefore, provides a foundation for new developments in this field of segmentation in Africa and in other emerging markets globally.

Addressing mass-customization trade-offs in bottom of the pyramid markets

2019 ◽  
Vol 49 (5) ◽  
pp. 451-472 ◽  
Author(s):  
Fred Ahrens ◽  
David Dobrzykowski ◽  
William Sawaya
Keyword(s):  
Mass Customization ◽  
Medical Equipment ◽  
Supply Chain Design ◽  
Design Parameters ◽  
Local Market ◽  
Production Volume ◽  
Bottom Of The Pyramid ◽  
Content Type ◽  
Trade Offs ◽  
Bop Markets

Purpose Manufacturers find bottom of the pyramid (BOP) markets challenging to serve due to low margins and highly localized needs. As such, residents in BOP markets often go without products commonly available in developed countries. Going without medical equipment may negatively affect healthcare services. This study develops a supply chain design strategy that supports the production of medical equipment by preserving variety flexibility at low volumes that stands to create new market opportunities for manufacturers and improve healthcare for residents in BOP markets. Design/methodology/approach The authors introduce a mass-customization model called options-based planning (OBP) which offers a framework to both leverage the efficiencies of high volume production models and provide products that are customized to local market needs. An empirical simulation, grounded in data collected from a large international manufacturer of magnetic resonance imaging (MRI) equipment, illustrates how an OBP production strategy will likely perform under BOP conditions and facilitate the delivery of healthcare equipment to BOP markets. Findings OBP provides a means for manufacturers to provide the customization necessary to serve fragmented BOP markets, while enabling higher production volume to make serving these markets more feasible. The empirical simulation reveals the relative benefits of OBP under conditions of forecast uncertainty, product complexity (number of design parameters) and different levels of responsiveness. Social implications Increased access to modern medical equipment should improve healthcare outcomes for consumers in BOP markets. Originality/value The MRI context in BOP markets serves to illustrate the value of the OBP model for manufacturers.

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