Unlike traditional marketing, where executives create a marketing plan and a strategy to promote a company's products and services, bottom-up marketing is mainly driven by the employees of a company. Employees recognize one specific customer need the company can meet and create a marketing strategy around that single idea.
By Seth Godin 6 minute Read [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. The bottom is important. Most of that money is spent on traditional items purchased in traditional ways.
Basic medicines if you can afford them or if death is the only alternative. And almost all of these purchases are inefficient. There are two significant impacts here: Second, the side effects of poor products are dangerous. Kerosene kills, and so does dirty water. The bottom is an opportunity for both buyer or seller.
Because capitalism and markets scale. Not only that, but engaging in the marketplace empowers the purchaser. You have all the power. But if you have to sell something in order to succeed, it moves the power from the seller to buyer. Quality and service and engagement have to continually improve or the buyer moves on.
The cell phone, for example, has revolutionized the life of billions in the developing world. If you have a cell phone, you can determine the best price for the wheat you want to sell. You can find out if the part for your tractor has come in without spending two days to walk to town to find out.
And you can be alerted to weather… etc. And the market now competes to be ever more efficient. The Moral Economy of the Peasant makes this argument quite clearly. Imagine standing in water up to your chin. Your penchant for risk is close to zero.
One mistake and the game is over. The line around the block to get into the Apple store is just an insane concept in this community. Western-style consumers have been taught from birth the power of the package. We see the new nano or the new Porsche or the new convertible note on a venture deal and we can easily do the math: As a result, stores in the developing world tend to be stocked with the classic, the tried and true, because people buy refills of previous purchases, not the new.
So you see the paradox. A new product and approach and innovation could dramatically improve the life and income of a billion people, but those people have been conditioned to ignore the very tools that are a reflex of marketers that might sell it to them.
Fear of loss is greater than fear of gain. Advertising is inefficient and ineffective. The answer, it turns out, is in connecting and leading Tribes. It lies in engaging directly and experientially with individuals, not getting distribution in front of markets. Figure out how to use direct selling in just one village, and then do it in ten, and then in a hundred.
The broad, mass market approach of a Western marketer is foolish because there is no mass market in places where villages are the market. He owns a d. He could fit all his worldly positions into a rollaboard, and yet he owns a solar lantern, the first man in his village to buy one.The Mirage of Marketing to the Bottom of the Pyramid: H OW THE P RIVATE S ECTOR C AN H ELP A LLEVIATE P OVERTY CALIFORNIA MANAGEMENT REVIEW VOL.
4 SUMMER 90 Aneel Karnani W idespread poverty is an economic, social, political, and moral problem. Eradicating, or at least alleviating, poverty is an urgent challenge. Marketing Strategy for Bottom of Pyramid Customers: A Case Study of Nokia Words | 6 Pages Marketing challenges for BOP markets: BOP or Bottom of pyramid is a socio economic term given for the strata of low income people in the income pyramid (used .
The bottom of the pyramid (BoP) refers to the four billion poor people in the world. They have no access to global markets and thus, have to pay more for goods and services.
The case “Unilever in Africa: Targeting the Bottom of the Pyramid”, talks about the efforts of multinational consumer goods company Unilever PLC (Unilever) to expand and strengthen its market position in the African continent.
Bottom Of The Pyramid Posted by Anonymous on 4/20/ at PM ET Points We know that in countries like China and India, where the heads are more than a . That emphasis on a hard-nosed, bottom line orientation is novel and refreshing. Ambler recognizes that one of the biggest problems marketers inflict on themselves is their failure to establish and demonstrate that money spent on marketing really does matter to the financial performance of a business.