BoP. CAC 40 et ONG, ensemble pour réduire la pauvreté. La grande sacoche bleue à l'épaule, Rajeda démarre sa tournée de vente en porte-à-porte à travers les villages environnants du Sud du Bangladesh. Cette mère de famille gagne 19 dollars par mois en moyenne, contre 6 au début, en 2005. Car au fil des années, aux seules chaussures Bata se sont ajoutés des rasoirs Bic, des shampoings à l'unité Unilever, des yaourts Danone, des sachets de graines, des vêtements, des cartes téléphoniques... De quoi nourrir et scolariser ses enfants. Lancée par l'ONG Care et Bata, dans le cadre d'un programme de mécénat, cette activité a pris de l'ampleur. "Aujourd'hui, 3 000 femmes y participent, contre 49 aux tout débuts", relève Fabienne Pouyadou, directrice des partenariats Care France.
L'an dernier, Care a cofondé, avec danone.communities, l'entreprise sociale Jita. Diplômé d'Harvard, il travaille en tandem avec Emmanuel Marchant, directeur général de danone. communities. Le CAC 40 à l'assaut du BOP Redorer son image: l'unique motivation? Marketing to the bottom of the pyramid. [this short essay (long blog post) is inspired by and related to this video. You can engage one without the other, but they go together.] Part 1: The bottom is important. Almost a third of the world's population earns $2.50 or less a day. The enormity of this disparity takes my breath away, but there's an interesting flip side to it: That's a market of more than five billion dollars a day. Add the next segment ($5 a day) and it's easy to see that every single day, the poorest people in the world spend more than ten billion dollars to live their lives.
Most of that money is spent on traditional items purchased in traditional ways. Kerosene. There are two significant impacts here: first, the inefficiency is a tax on the people who can least afford it. Part 2: The bottom is an opportunity (for both buyer or seller). Change the world? Not only that, but engaging in the marketplace empowers the purchaser. Part 3: It's not as easy as it looks So you see the paradox. The 5D's of BoP Marketing: Touchpoints for a holistic, human-centered strategy. Posted by Niti Bhan | 5 Jan 2009 | Comments (4) ASUS eeePC An overview of the 5D's The premise of the fortune at the base of the pyramid (BoP) is based on the notion of how to profitably do business with the poor. But few such endeavours have become sustainable businesses, falling prey to bad assumptions, misguided marketing, or poor research.
Ken Banks of kiwanja.net wrote recently: Progress in the social mobile field will come only when we think more about best practices in the thinking and design of mobile projects and applications, rather than obsessing over the end products themselves. I would argue that this observation can be applied for any product or service meant for the BoP in the developing world, not just for the mobile industry. The tacit mandate for companies interested in the BoP market is that your product or service must either fill an 'unmet' need (of which the poor have many), or provide a way for them to enhance their livelihood or quality of life.
Distribution. FT Press: The Market at the Bottom of the Pyramid > The Nature of the BOP Market. The nature of the BOP market has characteristics that are distinct. We outline some of the critical dimensions that define this market. These characteristics must be incorporated into our thinking as we approach the BOP. There Is Money at the BOP The dominant assumption is that the poor have no purchasing power and therefore do not represent a viable market.
Let us start with the aggregate purchasing power in developing countries where most of the BOP market exists. Developing countries offer tremendous growth opportunities. Within these markets, the BOP represents a major opportunity. Now, consider the BOP within the broad developing country opportunity. Table 1.2 The Poor and High-Cost Economic Ecosystems Source: Reprinted with permission from Harvard Business Review. The poor also spend their earnings in ways that reflect a different set of priorities. Access to BOP Markets Urban areas have become a magnet for the poor. The rural poor represent a different problem. What Is Social Marketing? What is Social Marketing? By Nedra Kline Weinreich The health communications field has been rapidly changing over the past two decades. It has evolved from a one-dimensional reliance on public service announcements to a more sophisticated approach which draws from successful techniques used by commercial marketers, termed "social marketing.
" Rather than dictating the way that information is to be conveyed from the top-down, public health professionals are learning to listen to the needs and desires of the target audience themselves, and building the program from there. This focus on the "consumer" involves in-depth research and constant re-evaluation of every aspect of the program. In fact, research and evaluation together form the very cornerstone of the social marketing process. Like commercial marketing, the primary focus is on the consumer--on learning what people want and need rather than trying to persuade them to buy what we happen to be producing. Product Price Place Promotion.