Skip to main content
Taylor & Francis Group Logo
    Advanced Search

    Click here to search products using title name,author name and keywords.

    • Login
    • Hi, User  
      • Your Account
      • Logout
      Advanced Search

      Click here to search products using title name,author name and keywords.

      Breadcrumbs Section. Click here to navigate to respective pages.

      Chapter

      Bottom of the Pyramid Marketing
      loading

      Chapter

      Bottom of the Pyramid Marketing

      DOI link for Bottom of the Pyramid Marketing

      Bottom of the Pyramid Marketing book

      Bottom of the Pyramid Marketing

      DOI link for Bottom of the Pyramid Marketing

      Bottom of the Pyramid Marketing book

      ByAurélia Durand
      BookMarketing and Globalization

      Click here to navigate to parent product.

      Edition 1st Edition
      First Published 2018
      Imprint Routledge
      Pages 47
      eBook ISBN 9781315474175
      Share
      Share

      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.

      T&F logoTaylor & Francis Group logo
      • Policies
        • Privacy Policy
        • Terms & Conditions
        • Cookie Policy
        • Privacy Policy
        • Terms & Conditions
        • Cookie Policy
      • Journals
        • Taylor & Francis Online
        • CogentOA
        • Taylor & Francis Online
        • CogentOA
      • Corporate
        • Taylor & Francis Group
        • Taylor & Francis Group
        • Taylor & Francis Group
        • Taylor & Francis Group
      • Help & Contact
        • Students/Researchers
        • Librarians/Institutions
        • Students/Researchers
        • Librarians/Institutions
      • Connect with us

      Connect with us

      Registered in England & Wales No. 3099067
      5 Howick Place | London | SW1P 1WG © 2022 Informa UK Limited