ABSTRACT
This chapter discusses Bottom of the Pyramid (BOP) marketing. It also covers the basics of segmenting, targeting, and positioning, before defining BOP marketing. BOP marketing requires a careful country selection and targeting process in order to focus on a population that is sufficiently attractive in terms of economic mass but also reachable in a profitable manner. Entry modes have to be carefully considered since local knowledge has been found to be crucial. The chapter looks into definitions and drivers of BOP marketing, in particular the attractiveness of emerging economies and changes in consumption patterns. It presents examples of MNCs from both developed and emerging economies adopting this approach, and its impact on marketing decisions. Positioning value offerings in foreign markets relies on the same techniques as in domestic markets. A useful tool is the positioning map, which situates consumer perceptions of versus competing offerings.
