ABSTRACT
The chapter proposes marketing mix strategies for BoP markets in Africa, cognizant of the dynamics of branding services, and the business environment as they pertain for the majority. Organizations that engage in activities that address the neglected needs of the BoP people by offering sustainable solutions and opportunities for empowerment stand to benefit. Corporate social responsibility activities provide a good chance of success in BoP markets as they underpin the sociocultural values and the “expectant” nature of the African societies. This suggests that corporate social responsibility activities will usually resonate with communities and will help to develop an affinity with a given brand. The low-margin and high-volume pricing strategy has been successfully used by many firms that focus on products and services that serve a social need. Distribution through multi-level channels, with proximity and small volumes as key principles for most services used by the majority, may provide the answers to success. Promotion – predominantly via below-the-line methods – emphasizing word of mouth through community groups and associations might be the key for reaching out to the majority in BoP markets in Africa.
