The last mile
There are many challenges in accessing the base of the pyramid. Most of this population is found in rural areas or in places that are difficult to reach and sometimes even dangerous. Moreover, infrastructure and modern retailing are not always available. It is therefore very important to find new ways to reach this population. Innovation, partnerships and efficiency in the distribution strategy are some of the possible approaches to access this market. Furthermore, distribution is key to offering the population access to basic services, reducing its vulnerability.