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Bottom Of The Pyramid

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by

Jennifer Yujie Luan

on 5 November 2015

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Transcript of Bottom Of The Pyramid

Bottom Of The Pyramid
Yujie Luan
Bottom of the Pyramid: There are 6.6 billion consumers in the world, only 1.5 billion of them possess purchasing power greater than $10,000 to make personal expenditures. The other 5.1 billion people - 78 percent of the global population- are low-income consumers.
In economics, the bottom of the pyramid is the largest, but poorest socio-economic group. In global terms, this is the 3 billion people who live on less than US$2.50 per day.
Targeting the Bottom of the Pyramid Low-Income Consumers
Assumptions
The poor do not have money to spend and, therefore, are not a viable market.
Assumption #1 The poor are not our target consumers because with our current cost structures, we cannot profitably compete for that market.
Assumption #2 The poor cannot afford and have no use for the products and services sold in developed markets.
Assumption #3 Only developed markets appreciate and will pay for new technology. The poor can use the previous generation of technology.
Examples
PROJECT:MALAWI FLOODING ISSUE
One Product, one marketing strategy or one campaign
Full transcript